Advertising on Social Media and Its Relationship with Customer Acquisition in a Furniture Industry Company, Villa El Salvador, 2025

Giorgina Lujan-Salcedo S.; Victoria Rodriguez-Oropeza A.; Hugo Fernández-Bedoya V. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2026) · DOI: 10.18687/laccei2026.1.1.1892

Resumen

This study examines the relationship between social media advertising and customer acquisition in a furniture industry company in Villa El Salvador during 2025. Social media advertising has become a strategic tool for businesses to increase brand visibility, engage target audiences, and influence consumer behavior. The research adopts a quantitative approach with a correlational design, employing a structured survey to collect data from 384 clients and potential customers. The study focuses on five dimensions of social media advertising (images, videos, infographics, stories, and interactive content) and four dimensions of customer acquisition (attention, interest, desire, and action). The results indicate a significant and positive relationship between social media advertising and overall customer acquisition (ρ = 0.428, p = 0.000). Each dimension of customer acquisition also shows significant positive correlations: attention (ρ = 0.314, p = 0.000), interest (ρ = 0.361, p = 0.000), desire (ρ = 0.338, p = 0.000), and action (ρ = 0.312, p = 0.000). These findings confirm that well-executed social media campaigns enhance customer engagement, generate interest and desire for products, and ultimately drive measurable actions such as inquiries and purchases. The study concludes that social media advertising is an effective instrument for customer acquisition, particularly in local businesses where digital presence complements face-to-face interactions. Practical recommendations include optimizing content quality, increasing interactive engagement, and maintaining a systematic posting schedule to strengthen brand visibility and customer loyalty. The research provides empirical evidence supporting the strategic use of social media to attract and retain clients in the furniture sector.

Instituciones: Universidad Tecnológica del Perú