Bibliographic citations
Bardales, P., Valdivia, P. (2023). Relación entre el social media marketing, la marca y el compromiso de compra en mujeres jóvenes en Lima Metropolitana [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/671291
Bardales, P., Valdivia, P. Relación entre el social media marketing, la marca y el compromiso de compra en mujeres jóvenes en Lima Metropolitana [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/671291
@misc{renati/412024,
title = "Relación entre el social media marketing, la marca y el compromiso de compra en mujeres jóvenes en Lima Metropolitana",
author = "Valdivia Ojeda, Pierina Aracelli",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
This research is based on studying the relationship between Social Media Marketing, the Brand and the Purchase Commitment in young women in Metropolitan Lima, specifically in women from the districts of San Miguel and Miraflores, in the fashion sector. The research methodology used is correlational, in this way we study whether or not there is a relationship between them thanks to the development of a survey where by collecting valuable information the relationship between these variables is confirmed, since the type of resulting relationship is positive, but still weak, where it is determined that those efforts made by digital brands are not enough to commit a purchase. Additionally, the existence of differences between the women of San Miguel and Miraflores is confirmed, as well as between age groups, who before a purchase decision take into consideration various factors that, thanks to this study, the brands will know for the formulation of successful strategies. , depending on the segment they are targeted. Also, it was observed that the frequency of purchase of clothing online is increasing, but still with the possibility of exploding, since leading in the surveys are quarterly purchase frequencies, when the use of digital platforms and social networks is very high in the age group studied that are women between 18 and 33 years old.
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