Citas bibligráficas
Quiroz, M., Rojas, W. (2024). La influencia de Facebook y el posicionamiento de Rosatel en personas de 30 a 60 años, Trujillo, 2021 [Tesis, Universidad Privada Antenor Orrego]. https://hdl.handle.net/20.500.12759/50691
Quiroz, M., Rojas, W. La influencia de Facebook y el posicionamiento de Rosatel en personas de 30 a 60 años, Trujillo, 2021 [Tesis]. PE: Universidad Privada Antenor Orrego; 2024. https://hdl.handle.net/20.500.12759/50691
@misc{renati/1358528,
title = "La influencia de Facebook y el posicionamiento de Rosatel en personas de 30 a 60 años, Trujillo, 2021",
author = "Rojas Vargas, Willmer Alonso Giampiere",
publisher = "Universidad Privada Antenor Orrego",
year = "2024"
}
The study developed aimed to determine the degree of influence of Facebook on the positioning of Rosatel in people aged 30 to 60 years in Trujillo, 2021. For this purpose, a quantitative, retrospective, descriptive, correlational, applied research was formulated. The questionnaire was applied to know the Influence of Facebook on the positioning of the Rosatel brand in Trujillo, structured, Likert scale type, previously evaluated through a pilot test with a Cronbach's Alpha of 0,87 and an Aiken V of 0,94 from three expert judges. There was online participation of 498 participants of which those who did not meet the selection requirements were excluded. It was observed that the relationship between Facebook and Rosatel positioning was 0,7559 associated with a significance value of 0,0000. It was possible to establish that the correlations between the dimension’s identity, link, interaction and connectivity with the Rosatel positioning variable were 0,.5994; 0,6021; 0,6623; and 0,7670 respectively (p<0,05). It was established that analytical positioning and strategic positioning showed a correlation of 0,7369 and 0,7175 respectively with the Facebook variable (p<0,05). The findings showed a direct, positive and significant correlation between all the variables and dimensions studied. It is recommended to observe the results obtained and influence the planning of strategic positioning activities to improve the dimensions that showed less incidence and to improve the results of the advertising campaigns by social networks of the company Rosatel in Trujillo.
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