Influence of social networks on the brand positioning of Linda Shoes, Trujillo-Peru

López Escobedo E.; Roncal P.B.; Colchao M.V. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2023)

Resumen

The objective of this study was to investigate the impact of social media on the brand positioning of Linda Shoes in Trujillo city in 2022. A quantitative approach with a non-experimental cross-sectional and correlational design methodology was used. The target population was 2,134 clients, and a sample of 237 women over 15 years old who reside in Trujillo, actively use social media, and have made at least two online purchases this year was selected. A Likert scale survey questionnaire was utilized, and the internal consistency of the social media (0.922) and brand positioning (0.964) constructs were assessed using Cronbach's Alpha. The results indicated a moderate positive relationship between social media and brand positioning, as evidenced by the Spearman Rho correlation coefficient (0.505), Chi-square coefficient (x2=73.286), and a significance test (p<0.01). Therefore, it can be concluded that social media has a significant influence on the brand positioning of Linda Shoes in Trujillo city.

Instituciones: Universidad Privada Antenor Orrego; Universidad Privada del Norte