SOCIAL NETWORKS AND ITS RELATIONSHIP WITH BRAND POSITIONING IN A CONSULTING COMPANY, TRUJILLO 2023

Tirado R.M.A.; Zamora J.P.M. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/leird2024.1.1.326

Resumen

The purpose of this study was to determine the relationship between social networks and brand positioning in a consulting services company. The methodological approach applied was quantitative, with a correlational level scope and a non-experimental cross-sectional design. The population was made up of all the clients of the consulting company and by taking into account only frequent clients during the last 6 months, a sample of 50 buyers was selected. The data collection technique used to evaluate the variables was exploratory analysis and the survey, while the instrument selected was a questionnaire on the Likert scale composed of a total of 24 questions. The information obtained was processed using SPSS Version 27 software. After analyzing the results, it was discovered that there is a significant relationship between social networks and positioning in a consulting company, with a Spearman coefficient equal to 0.840 with a significant level p = .000 < 0.05. It can be concluded that maintaining an active and engagement-ready presence on social media is crucial for companies. Likewise, trained personnel and effective promotional campaigns are needed to attract more customers since all these resources have the purpose of achieving the organizational goals set.

Instituciones: Universidad Privada del Norte