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Navarro, L., (2024). Marketing digital y posicionamiento del fan page “La Pluma Ica Te Informa” en el año 2023 [Universidad Nacional San Luis Gonzaga]. https://hdl.handle.net/20.500.13028/5790
Navarro, L., Marketing digital y posicionamiento del fan page “La Pluma Ica Te Informa” en el año 2023 []. PE: Universidad Nacional San Luis Gonzaga; 2024. https://hdl.handle.net/20.500.13028/5790
@misc{renati/1668087,
title = "Marketing digital y posicionamiento del fan page “La Pluma Ica Te Informa” en el año 2023",
author = "Navarro Salcedo, Lisseth Marisol",
publisher = "Universidad Nacional San Luis Gonzaga",
year = "2024"
}
Title: Marketing digital y posicionamiento del fan page “La Pluma Ica Te Informa” en el año 2023
Authors(s): Navarro Salcedo, Lisseth Marisol
Advisor(s): Oré Choque, Marina Kelibe
Keywords: Posicionamiento; Marketing digital; Fan page; Information service
OCDE field: https://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 2024
Institution: Universidad Nacional San Luis Gonzaga
Abstract: El marketing digital es una herramienta eficaz y necesaria para que las empresas puedan detectar
oportunidades en el mercado y enfocar sus estrategias hacia mejorar su posicionamiento, es por
ello que la indagación se ha propuesto determinar la relación entre el marketing digital y el
posicionamiento del fan page “La pluma Ica Te Informa” en el año 2023. Para tal objetivo se
empleó una estructura investigativa de alcance correlacional, diseño no experimental y enfoque
cuantitativo, asimismo, se utilizó el instrumento del cuestionario aplicado a una muestra de 141
usuarios. Entre los principales resultados se demostró la existencia de una relación significativa
entre el marketing digital y el posicionamiento del fan page analizado, tal hecho comprobado por
un factor de vinculación de 0.774 y una significancia de 0.000; asimismo, el manejo del marketing
incide positiva y de manera significante en los atributos (0.814), la diferenciación (0.635), la
calidad de servicio (0.476) y la fidelización (0.633) para mejorar el posicionamiento de la marca;
lo antes mencionado, permitió concluir que a mayor optimización del marketing digital
repercutirá directamente en la mejora de los atributos y servicio que ofrece la plataforma
informativa, para un mayor posicionamiento.
Digital marketing is an effective and necessary tool for companies to detect opportunities in the market and focus their strategies to improve their positioning, which is why the research has been proposed to determine the relationship between digital marketing and the positioning of the fan page “La pluma Ica Te Informa” in the year 2023. For such objective, a research structure of correlational scope, non-experimental design and quantitative approach was used, likewise, the questionnaire instrument applied to a sample of 141 users was used. Among the main results, it was demonstrated the existence of a significant relationship between digital marketing and the positioning of the analyzed fan page, such fact proved by a linkage factor of 0.774 and a significance of 0.000; likewise, marketing management positively and significantly impacts attributes (0.814), differentiation (0.635), quality of service (0.476) and loyalty (0.633) to improve brand positioning; the aforementioned led to the conclusion that the greater optimization of digital marketing will have a direct impact on the improvement of the attributes and service offered by the information platform, for greater positioning.
Digital marketing is an effective and necessary tool for companies to detect opportunities in the market and focus their strategies to improve their positioning, which is why the research has been proposed to determine the relationship between digital marketing and the positioning of the fan page “La pluma Ica Te Informa” in the year 2023. For such objective, a research structure of correlational scope, non-experimental design and quantitative approach was used, likewise, the questionnaire instrument applied to a sample of 141 users was used. Among the main results, it was demonstrated the existence of a significant relationship between digital marketing and the positioning of the analyzed fan page, such fact proved by a linkage factor of 0.774 and a significance of 0.000; likewise, marketing management positively and significantly impacts attributes (0.814), differentiation (0.635), quality of service (0.476) and loyalty (0.633) to improve brand positioning; the aforementioned led to the conclusion that the greater optimization of digital marketing will have a direct impact on the improvement of the attributes and service offered by the information platform, for greater positioning.
Link to repository: https://hdl.handle.net/20.500.13028/5790
Discipline: Ciencias de la Comunicación
Grade or title grantor: Universidad Nacional San Luis Gonzaga. Facultad de Ciencias de la Comunicación, Turismo y Arqueología
Grade or title: Licenciado en Ciencias de la Comunicación
Juror: Hernandez Guerra, Cruces Jose; Fajardo Osco, Humberto Ambrocio; Cordero Tataje, Edwin Martin; Bendezu Huaroto, Jose Julio
Register date: 24-Jan-2025
This item is licensed under a Creative Commons License