Redes sociales y su incidencia en el reconocimiento de marca de Hipermotor S.A en Manta.
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| Title: | Redes sociales y su incidencia en el reconocimiento de marca de Hipermotor S.A en Manta. |
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| Authors: | Cedeño Parrales, Angie Sophia |
| Publication Year: | 2025 |
| Collection: | Repositorio Institucional de la Universidad Laica "Eloy Alfaro" de Manab (Uleam) |
| Subject Terms: | REDES SOCIALES, RECONOCIMIENTO DE MARCA, INTERACCIÓN, PERCEPCIÓN DEL USUARIO, POSICIONAMIENTO DE MERCADO |
| Description: | El presente estudio, "Redes sociales y su incidencia en el reconocimiento de marca de Hipermotor S.A en Manta”, tuvo como propósito analizar como la gestión digital impacta en la construcción y fortalecimiento del reconocimiento de marca. Se desarrollo una investigación con enfoque cuantitativo, de alcance descriptivo-correlacional y transversal, considerando como variable independiente a las redes sociales con las dimensiones plataformas, interacciones y seguidores/alcance y como variable dependiente al reconocimiento de marca con las dimensiones conocimiento, percepción y lealtad. ; The main purpose of this study, entitled "Social networks and their impact on the brand recognition of Hipermotor SA in Manta", was to analyze how social media management impacts the construction and strengthening of the brand recognition of Hipermotor SA in the City of Manta. To this end, quantitative research was carried out, complemented by a qualitative and quantitative approach, using a descriptive scope. The variables included were social networks as an independent variable, to cover the dimensions platforms, interactions, and followers and reach, and brand recognition as a dependent variable, with the dimensions brand awareness, brand perception and brand loyalty. Structured surveys were applied under the Likert scale and Spearman's Rho coefficient was used to determine the relationship between interaction on social networks and brand recognition. The results showed a significant evaluation, highlighting those aspects such as the quality of publications, the frequency of interaction and the positive perception of users about the service contribute in a relevant way to the positioning of the brand in the market. |
| Document Type: | article in journal/newspaper |
| File Description: | application/pdf |
| Language: | Spanish; Castilian |
| Relation: | ULEAM-MCT;035; Cedeño Parrales, A. S. (2025). Redes sociales y su incidencia en el reconocimiento de marca de Hipermotor S.A en Manta. (Artículo Científico). Universidad Laica Eloy Alfaro de Manabí, Manta, Ecuador.; https://repositorio.uleam.edu.ec/handle/123456789/8237 |
| Availability: | https://repositorio.uleam.edu.ec/handle/123456789/8237 |
| Accession Number: | edsbas.C8B41C9F |
| Database: | BASE |
Nájsť tento článok vo Web of Science | Abstract: | El presente estudio, "Redes sociales y su incidencia en el reconocimiento de marca de Hipermotor S.A en Manta”, tuvo como propósito analizar como la gestión digital impacta en la construcción y fortalecimiento del reconocimiento de marca. Se desarrollo una investigación con enfoque cuantitativo, de alcance descriptivo-correlacional y transversal, considerando como variable independiente a las redes sociales con las dimensiones plataformas, interacciones y seguidores/alcance y como variable dependiente al reconocimiento de marca con las dimensiones conocimiento, percepción y lealtad. ; The main purpose of this study, entitled "Social networks and their impact on the brand recognition of Hipermotor SA in Manta", was to analyze how social media management impacts the construction and strengthening of the brand recognition of Hipermotor SA in the City of Manta. To this end, quantitative research was carried out, complemented by a qualitative and quantitative approach, using a descriptive scope. The variables included were social networks as an independent variable, to cover the dimensions platforms, interactions, and followers and reach, and brand recognition as a dependent variable, with the dimensions brand awareness, brand perception and brand loyalty. Structured surveys were applied under the Likert scale and Spearman's Rho coefficient was used to determine the relationship between interaction on social networks and brand recognition. The results showed a significant evaluation, highlighting those aspects such as the quality of publications, the frequency of interaction and the positive perception of users about the service contribute in a relevant way to the positioning of the brand in the market. |
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