Citas bibligráficas
Capcha, A., (2022). Impacto del contenido de marca en la red social Tik Tok en la gonciencia de marca, imagen de marca y lealtad de marca [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/668186
Capcha, A., Impacto del contenido de marca en la red social Tik Tok en la gonciencia de marca, imagen de marca y lealtad de marca [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2022. http://hdl.handle.net/10757/668186
@misc{renati/405740,
title = "Impacto del contenido de marca en la red social Tik Tok en la gonciencia de marca, imagen de marca y lealtad de marca",
author = "Capcha Angeles, Andrea Jenny",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2022"
}
Social networks are increasingly present in our daily lives. They have revolutionized our way of informing and communicating. Thus, the social network Tik Tok, which emerged from the social confinements produced by COVID-19, began to be welcomed by users, because its 15-second videos propose an innovation of a "micronarrative" model, which encourages dynamism through the speed of production and consumption of content. In this way, companies and brands apply the "anti-marketing" formula, which bets on less formal and more entertaining proposals. The aim is not to sell but to strengthen the relationship with users. And that is why the purpose of this research is to find out the impact that this application and its content has had on brands; specifically on the awareness, image and brand loyalty perceived by users. 250 surveys will be conducted to people who actively use the social network Tik Tok, these will be distributed in Google Forms and in the most used social networks, Facebook and Instagram; also, the technique of partial least squares structural equation modeling (PLS-SEM) and SmartPLS software will be used.
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