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Facebook: usos y gratificaciones entre los adultos emergentes, nativos y migrantes digitales de la ciudad de Guayaquil: Contraste de las percepciones sobre Facebook como herramienta de marketing entre emprendedores y público receptor. Trabajo final para la obtención del Título Licenciada en Comunicación Social y Publicidad con mención en Relaciones Públicas. Universidad Casa Grande. Facultad Mónica Herrera, Guayaquil. 80 p.

Abstract:

This research is part of the study “Facebook: uses and gratifications between emergent adults, digital native and digital immigrants in Guayaquil”. The principal purpose is to recognize the uses and gratifications that the emergent adults of Guayaquil have to the social phenomenon of Facebook, and contrast it with the perceptions of local entrepreneurs that use this social network as a marketing tool. To reach the purpose, a survey was conducted to young adults from 18 to 29 years old, and interviews to five local entrepreneurs that have their brands with active presence in social networks, so it can be achieve a contrast of both sides. This research, going through the uses and gratifications theory apply to social networks, respond to the question of what the emergent adults search when they use Facebook as a tool of interaction with local brands, and by the other hand, what are the insights and of the entrepreneurs by using this tool, and it effectiveness to promote their brands.