STORYTELLING DIGITAL COMO INCENTIVO DEL USO DE APLICACIÓN MÓVIL COMO ALTERNATIVA A LOS CAC'S CASO MI CLARO APP EN LA CIUDAD DE GUAYAQUIL

Abstract

The Mi Claro application was created as an alternative of Claro Ecuador for the use of its services, however, given the lack of knowledge that users have, about the services offered by the application, this article allows contextualizing the use of storytelling as a strategy that influences the use of the application. Throughout the article, the background of the Claro brand is reviewed, and the impact it has had in Ecuador in recent years, in addition to the evolution of the services offered today, one of these being the Mobile Application ¨ My Claro¨. In addition, the theoretical concepts to which the field of study of the present investigation belongs are presented, to give way to the methodology with which it is sought to determine the most appropriate choice in the population to obtain the data of the clients that frequent the CAC’S. Finally, it concludes with a proposal in a coherent way based on the result of the surveys that seeks to solve the problem in the use of the Mi Claro application, through brand storytelling as a functional message to customers, and in turn motivates the use of the application.