Facebook: Usos y gratificaciones entre los adultos emergentes, nativos e inmigrantes digitales de la ciudad de Guayaquil: Usos del Facebook para conocer negocios locales. Comparación entre nativos e inmigrantes digitales

Abstract

This is a comparative analysis between the native (Users between 18 and 25 years old) and digital immigrants (Users between 26 and 29 years old) from Guayaquil when they interact with Fan Pages on the virtual platform of Facebook. This study focus is mixed as a result of obtaining statistical data through surveys and to learn about the views and interests of the study group with interviews. For both cases were developed questionnaires in order to maintain a line graph in the development of the research and achieve the objectives. This study was developed in benefit of the brands or business that can use this analysis to create effective campaigns through its Fan Page obtaining a significant impact on their targets optimizing resources such as time and money. As a result they strengthen their image and unify a community of loyal interactive users to the brand which share their experiences with products of the companies portfolio.