Diseño de estrategias social media marketing para mejorar el posicionamiento de la marca Guíariobamba, año 2017.

Abstract

This research had as main aim to analyze the influence that could have the strategies to the Social Media Marketing about a Brand Positioning. Through a study of a descriptive type that follows a hypothetical-deductive logic, it was developed at the same time being this a cross-sectional study. The investigation method was analytical synthetic since it was applied individually every one of the elements integrally and deductively because it was based on accepted theories to generate the conceptual framework, an attempt was made to understand the behavior and perception of a population group in a quantitative way through a survey, a sample of current and potential clients between 20 a 35 years that is the economically active population of the province of Chimborazo who are also followers of the brand. A non-probabilistic sampling was done for the sample to be significant, the survey was the primary collection technique, the bibliography and documents were the secondary techniques. It was possible to obtain and demonstrate that the variables of Social Media Marketing influence positively and significantly on the variables of the positioning of a Brand, these variables were measured so that the proposed hypothesis was tested and accepted with the simple correlation technique. This study allows determining the importance of applying Social Media in the marketing strategies of the companies, because of its low cost and large scope.