Template-Type: ReDIF-Article 1.0
Author-Name: Jairo Jacinto-Alvaro
Author-Email: U18213702@utp.edu.pe
Author-Name: Roque Juan Espinoza Casco
Author-Email: C25392@utp.edu.pe
Author-Name: Roberto Macha-Huamán
Author-Email: C24443@utp.edu.pe
Title: Social networks as a tool for brand positioning
Abstract: In this research, the relationship between social networks and the positioning of a brand was analyzed. This study used as a methodological part a quantitative approach with a non-experimental, transversal and causal correlational design. In addition, it has an explanatory scope, the technique was the composition of a questionnaire with Likert scale alternatives using the online survey in Google Forms as an instrument. A sample of 137 respondents was obtained. The results show that social networks do have a medium and significant positive relationship in the positioning of a brand, in this case, a seafood restaurant. It is concluded that social networks do have a medium and significant positive relationship with the positioning of a brand, through optimal and strategic use, this can be of great help for positioning in the consumer's mind as well as having more recognition and scope.
Keywords: Social networks, brand, positioning, marketing
Journal: Edu - Tech Enterprise
Pages: 9
Volume: 2
Issue: 
Year: 2024
Subtitle : 
File-URL: https://ete.sciten.org/index.php/ete/article/view/9/7
File-Format: application/pdf
Handle: RePEc:cua:edutec:v:2:y:2024:i::p:9:id:9