Title:
INCIDENCE OF COVID-19 IN THE MARKETING STRATEGIES OF RADIAL COMPANIES IN THE PROVINCE OF MANABÍ. PERIOD 2019 – 2020

Authors:
Henry Armando Santillán Macías, Johanna Sissibel Gómez Rivadeneira, Ecuador

Abstract:

The COVID-19 pandemic has impacted the global economy in an unprecedented way, generating great turbulence in the environment of the different existing businesses, whether public or private, radio companies are not alien to this reality because in Ecuador they are It decreed a state of exception and a state of health emergency, which resulted in a restriction of the circulation of vehicles at the national and local level, a curfew of up to 15 hours a day to promote the confinement of the population for more than 150 days. This scientific research is applied, of a correlational descriptive level, of a quantitative, non-experimental and cross-sectional nature, which studied 42 radio companies in the province of Manabí, in the development of the research, empirical instruments were applied such as the questionnaire for the survey and In the interviews applied through the use of Google Forms, WhatsApp and annotation book to record the information, analysis and synthesis, deduction - induction and statistical research methods were also used, with which information was obtained to analyze and process, with the purpose of solving the question: What is the incidence of the COVID-19 pandemic in the marketing strategies of radio companies? With which it was concluded that Covid 19 influenced radio companies to implement new marketing strategies to maintain, segment and position their brand in order to offer their services to the population.