Social Media Marketing and Community Management: strategies for building and maintaining successful online communities

Abstract

In Ecuador, the dairy industry has experienced remarkable economic and technological growth, this study evaluates the importance of digital marketing strategies for business success, highlighting techniques such as artificial intelligence, social networks, content marketing and mobile marketing. A mixed methodological approach combining qualitative and quantitative methods was employed for a comprehensive understanding. The results reveal the correlation between technological literacy and trust in online transactions, as well as the significant use of social networks for shopping. Although the preference for shopping in physical stores remains high, there is also a growing trend towards online shopping. The diversity of opinions on online advertising highlights the need to adjust strategies to meet consumer preferences, adapting to new technologies is essential in today's digital context to meet the diverse needs and preferences of customers.

Keywords:

Marketing, Artificial intelligence, Needs, Consumer, Knowledge.