社交媒体作为商业领域品牌参与的工具

Wilson Ibarra-León, Jesenia Escalante-Ibarra, Leonardo Ballesteros-López, C. Guerrero-Velástegui
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引用次数: 4

摘要

该研究是确定影响社会网络管理的因素的一部分,以提高通古拉瓦省的品牌参与度。本研究采用定性方法和相关范围。样本来自384名消费者。研究假设得到验证,社交网络对品牌参与策略有正向影响。主要结果表明,社交网络中最吸引用户关注的内容是:新闻与新闻、评论、竞赛和产品与促销抽奖。它的结论是,创新消费者不仅对新事物感兴趣,而且对通过与新产品相关的品牌来展示自己也很感兴趣。
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REDES SOCIALES COMO HERRAMIENTA DE COMPROMISO DE MARCA DEL SECTOR COMERCIAL
The study is part of identifying the factors that affect the management of social networks for the improvement of Brand engagement in the province of Tungurahua. The research presents a qualitative approach and correlational scope. The sample comes from 384 consumers. The study hypothesis is verified, social networks have a positive influence on the brand engagement strategy. The main results show that the content that attracts the most attention from users in social networks are: news and news, comments, contests and product and promotions draws. It concludes that innovative consumers are not only interested in new things, but are also interested in representing themselves through brands associated with new products.
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来源期刊
自引率
0.00%
发文量
5
审稿时长
16 weeks
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