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Social networks as a tool for brand positioning

Author

Listed:
  • Jairo Jacinto-Alvaro
  • Roque Juan Espinoza Casco
  • Roberto Macha-Huamán

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.

Suggested Citation

Handle: RePEc:cua:edutec:v:2:y:2024:i::p:9:id:9
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File URL: https://ete.sciten.org/index.php/ete/article/view/9/7
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