Work

The influence of a digital promotion using Facebook on the expansion of reach in a rural market

Year: 2024

Type: article

Abstract: The use of social networks in rural communities offers benefits of social connection and promotion of products from rural areas, so the objective was to analyse the reach and impressions generated by an advertising campaign on Facebook, by age, gender and cost of the digital promotion of a jaripeo event in a community tianguis in the State of Oaxaca. The method was carried out with an advertising campaign on Facebook, and a sample of 6491 people, the data were analysed descriptively and interpreted through graphs. In the results it was found that the highest reach was in people aged 25 to 34 years and that men had a higher reach in the event. It is concluded that Facebook advertising campaigns are an effective advertising tool because of the reach presented, which improves the economic growth of rural environments.

Source: ECORFAN Journal Republic of Peru

DOI: 10.35429/ejrp.2024.10.18.5.7.

Authors: Diana Laura Rico-Ramírez, César Alejandro Zarco-Cárdenas, Martha Jiménez-García

Institution: Instituto Politécnico Nacional

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

SDGs: No poverty, Reduced inequalities

Open Access status: diamond

Funder: Instituto Politécnico Nacional