Social networks as a tool for brand positioning

Jairo Jacinto-Alvaro (), Roque Juan Espinoza Casco () and Roberto Macha-Huamán ()

Edu - Tech Enterprise, 2024, vol. 2, 9

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.

Keywords: Social networks; brand; positioning; marketing (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:cua:edutec:v:2:y:2024:i::p:9:id:9

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