Bibliographic citations
Villalobos, R., Guevara, V. (2022). Marketing de redes sociales, compromiso y comunidades de marcas online en relación a la identificación del consumidor en marcas de cerveza artesanal [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/667235
Villalobos, R., Guevara, V. Marketing de redes sociales, compromiso y comunidades de marcas online en relación a la identificación del consumidor en marcas de cerveza artesanal [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2022. http://hdl.handle.net/10757/667235
@misc{sunedu/3364530,
title = "Marketing de redes sociales, compromiso y comunidades de marcas online en relación a la identificación del consumidor en marcas de cerveza artesanal",
author = "Guevara Hidalgo, Valeria",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2022"
}
This research work consists of analyzing the main variable called consumer Identification towards the brand, and its correlation with other independent variables such as Social media marketing, Consumer engagement, and Online communities. It is proposed that, to obtain the data that will help to establish the proposed correlations, it would be necessary to execute a quantitative study, under the non-probabilistic method for a sample of 400 people that consume craft beer, using as a study technique a questionnaire and, as its tool, the use of Likert scales. The application of structural equations will be done through the Smart PLS software. However, in order to descriptively know the profile of the respondents, the SPSS software will also be used.
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