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Antiporta, O., Quijano, A. (2022). Estrategias de marketing digital y su impacto en el reconocimiento de marca Vika Accesorios, Lima 2022 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/31279
Antiporta, O., Quijano, A. Estrategias de marketing digital y su impacto en el reconocimiento de marca Vika Accesorios, Lima 2022 [Tesis]. PE: Universidad Privada del Norte; 2022. https://hdl.handle.net/11537/31279
@misc{renati/444130,
title = "Estrategias de marketing digital y su impacto en el reconocimiento de marca Vika Accesorios, Lima 2022",
author = "Quijano Saavedra, Andrea Janeth",
publisher = "Universidad Privada del Norte",
year = "2022"
}
Title: Estrategias de marketing digital y su impacto en el reconocimiento de marca Vika Accesorios, Lima 2022
Advisor(s): Vargas Merino, Jorge Alberto
Keywords: Marketing de servicios; Estrategias de marketing; Marketing en internet; Redes sociales; Marketing digital; Marketing de contenido; Digital marketing; Content marketing; Social networks
OCDE field: https://purl.org/pe-repo/ocde/ford#5.02.04
Issue Date: 26-Apr-2022
Institution: Universidad Privada del Norte
Abstract: La presente investigación tuvo como objetivo general, determinar el impacto de las estrategias de marketing digital en el reconocimiento de la marca VIKA accesorios, Lima 2022. El método de la presente investigación fue el hipotético deductivo con un enfoque cuantitativo, de tipo aplicada. El nivel fue explicativo y el diseño no experimental y transversal. La población objeto de estudio fue no conocida, estuvo conformada por los seguidores de las redes sociales Facebook, Instagram y Tik Tok de la marca VIKA accesorios.
La técnica que se utilizo fue la encuesta y el instrumento utilizado fue el cuestionario, en este caso se tomó como base 2 cuestionarios, uno para la variable independiente y el otro para la variable dependiente, los cuales se unieron, para su envió respectivo a los encuestados. Fueron validados por expertos, para determinar su confiabilidad, el primero obtuvo un alfa de Cronbach de 0.663 y el otro de 0.812, lo que significa una alta confiabilidad para su desarrollo en la investigación.
Como conclusión general, se determinó que existe un impacto significativo de las estrategias de marketing digital en el reconocimiento de marca VIKA accesorios, Lima 2022, evidenciada por un análisis de regresión, donde se obtuvo un R cuadrado 0.079 de y un nivel de significancia de 0.011, en pocas palabras, el implementar de forma correcta las estrategias de marketing digital habrá un mayor reconocimiento de marca y esto hará que la empresa consiga resultados positivos, a largo plazo la empresa conseguirá reconocimiento de marca.
The general objective of this research was to determine the impact of digital marketing strategies on the recognition of the VIKA accessories brand, Lima 2022. The method of this research was the hypothetical deductive with a quantitative approach, of an applied type. The level was explanatory and the design was non-experimental and cross-sectional. The population under study was unknown, it was made up of the followers of the social networks Facebook, Instagram and Tik Tok of the VIKA accessories brand. The technique that was used was the survey and the instrument used was the questionnaire, in this case 2 questionnaires were taken as a basis, one for the independent variable and the other for the dependent variable, which were joined, for their respective sending to the surveyed. They were validated by experts to determine their reliability, the first obtained a Cronbach's alpha of 0.663 and the other of 0.812, which means high reliability for its development in research. As a general conclusion, it was determined that there is a significant impact of digital marketing strategies on VIKA accessories brand recognition, Lima 2022, evidenced by a regression analysis, where an R squared of 0.079 and a significance level of 0.011 were obtained. In short, by correctly implementing digital marketing strategies there will be greater brand recognition and this will make the company achieve positive results, in the long term the company will achieve brand recognition.
The general objective of this research was to determine the impact of digital marketing strategies on the recognition of the VIKA accessories brand, Lima 2022. The method of this research was the hypothetical deductive with a quantitative approach, of an applied type. The level was explanatory and the design was non-experimental and cross-sectional. The population under study was unknown, it was made up of the followers of the social networks Facebook, Instagram and Tik Tok of the VIKA accessories brand. The technique that was used was the survey and the instrument used was the questionnaire, in this case 2 questionnaires were taken as a basis, one for the independent variable and the other for the dependent variable, which were joined, for their respective sending to the surveyed. They were validated by experts to determine their reliability, the first obtained a Cronbach's alpha of 0.663 and the other of 0.812, which means high reliability for its development in research. As a general conclusion, it was determined that there is a significant impact of digital marketing strategies on VIKA accessories brand recognition, Lima 2022, evidenced by a regression analysis, where an R squared of 0.079 and a significance level of 0.011 were obtained. In short, by correctly implementing digital marketing strategies there will be greater brand recognition and this will make the company achieve positive results, in the long term the company will achieve brand recognition.
Link to repository: https://hdl.handle.net/11537/31279
Discipline: Administración
Grade or title grantor: Universidad Privada del Norte. Facultad de Negocios
Grade or title: Licenciado en Administración
Juror: López Uribe, Manuel Alexander; Berrospi Ytahashi, Alfredo Martín; Blas Bravo, Karin Zuleika
Register date: 12-Sep-2022
This item is licensed under a Creative Commons License