Bibliographic citations
Fuentes, C., López, M. (2023). Mensaje testimonial de Influencers y el posicionamiento de Marca de la empresa Ponte Verde, Piura - 2022 [Tesis, Universidad Privada Antenor Orrego - UPAO]. https://hdl.handle.net/20.500.12759/10100
Fuentes, C., López, M. Mensaje testimonial de Influencers y el posicionamiento de Marca de la empresa Ponte Verde, Piura - 2022 [Tesis]. PE: Universidad Privada Antenor Orrego - UPAO; 2023. https://hdl.handle.net/20.500.12759/10100
@misc{renati/374954,
title = "Mensaje testimonial de Influencers y el posicionamiento de Marca de la empresa Ponte Verde, Piura - 2022",
author = "López Juárez, Maritere",
publisher = "Universidad Privada Antenor Orrego - UPAO",
year = "2023"
}
The present investigation seeks to determine the degree of relationship between the testimonial message of the influencers and the positioning of the Ponte Verde brand in the city of Piura, 2022. For this, the correlational contrast design was used as a research method, where the survey was used as a technique and the questionnaire as an instrument. The study had 2 questionnaires, the first of which corresponds to the influencers testimonial message variable and is made up of 13 items, while the second belongs to the brand positioning variable and is made up of 14 items. Both questionnaires followed a Likert scale ranging from totally disagree (1) to totally agree (5). Likewise, we worked with a finite population of 6,425 with respect to the number of Instagram followers of the Ponte Verde brand and, consequently, the formula was applied to calculate the sample size, obtaining a sample of 364 followers. The results obtained from the investigation determined that there is a high relationship between the testimonial message variable and brand positioning. For this reason, it is recommended that the Ponte Verde brand continue to include the message of the influencers in its advertising strategy on Instagram, in addition to integrating influencers not only from the Piura region but also at the national level, since it will begin with sales throughout Peru.
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