Redes sociales y su efecto en las relaciones con la marca
Social networks and their effect on brand relationships
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La evolución de la mercadotecnia y la aplicación de los sitios de redes sociales como herramienta de marketing han generado que muchas empresas las utilicen como su principal medio para publicitarse, vender, crear lazos y relaciones fuertes con el cliente. Objetivo. Identificar la relación de los sitios de redes sociales con relaciones creadas entre el consumidor y una marca. Metodología. El estudio se efectuó bajo un enfoque cuantitativo de tipo causal y transversal. Para ello se aplicó un cuestionario a 144 consumidores y seguidores de una marca en redes sociales. Resultados. A través del modelo de ecuaciones estructurales se identificó que existe una relación positiva y significativa de las redes sociales en el compromiso, el amor y la amistad que se generan hacia la marca. Asimismo, que es importante crear relaciones duraderas con los consumidores y clientes potenciales. Conclusiones. Las redes sociales se han convertido en una herramienta vital para las empresas, las cuales contribuyen al crecimiento y la generación de relaciones positivas, además de ser una herramienta al alcance de todos.
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