Bibliographic citations
Ruiz, C., Liza, C., Chacón, R. (2020). El impacto de las aplicaciones de marketing de redes sociales relacionadas con la percepción en la lealtad de marca, compromiso e intención de compra por parte de los consumidores de las veterinarias del distrito de San Miguel [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/654768
Ruiz, C., Liza, C., Chacón, R. El impacto de las aplicaciones de marketing de redes sociales relacionadas con la percepción en la lealtad de marca, compromiso e intención de compra por parte de los consumidores de las veterinarias del distrito de San Miguel [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/654768
@misc{renati/393819,
title = "El impacto de las aplicaciones de marketing de redes sociales relacionadas con la percepción en la lealtad de marca, compromiso e intención de compra por parte de los consumidores de las veterinarias del distrito de San Miguel",
author = "Chacón Resino, Ramón",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
Currently, social networks have become a window of exposure for the general public, but especially for brands because, knowing the tools that these platforms provide and how they work, you can reach the segment of focus and be able to create strategies such as omnichannel. According to what has been said, veterinary clinics, being a very sensitive item, since pets are considered a very important part of the family, could take advantage of the impact that these platforms crate in order to attract their target audience. Despite this, a difference from other areas, it has been noticed that this market sector fails to fully gane the benefits of these platforms; For this reason, this research consists of how the lack of social media influences this area, where we can identify both the consumer-brand commitment, loyalty and purchase intention of the men and women who reside in the San Miguel district. Based on the opinion of experts in the management of social networks of brands, in order to collect information about the importance and influence of each factor such as the main platforms that are Facebook and Instagram. Subsequently, 400 surveys were applied to the veterinary target audience to analyze their behavior and perception regarding this topic.
This item is licensed under a Creative Commons License