CONTENT MARKETING FOR THE DEVELOPMENT OF A RESEARCH CULTURE: FACULTY OF ADMINISTRATIVE SCIENCES OF THE UNIVERSITY OF GUAYAQUIL

The research is carried out in the Faculty of Administrative Sciences of the University of Guayaquil in the year 2017 to a total of 372 students, with a sample obtained from a population of 11,666 legally enrolled students between the ages of 17 and 35, attending morning classes and evening sessions. The aim is to analyze the current state of their research culture, the factors that influence their participation in research activities and how content marketing can promote the development of research culture using it as a marketing communication strategy and differentiating advantage. For this, we analyzed related theories that allow a better understanding of the variables involved, from the changes that took place over time, the evolution of advertising and communication, university research and its progress and importance in Ecuador, explaining in more detail the methodology used With the respective Results obtained from this research, detailing and explaining the obtained conclusions and the respective recommendations for an improvement of the current panorama.