Marketing de contenido: influencia en el posicionamiento de marca de los almacenes Parrales en Manta.

Abstract

This study analyzes the influence of content marketing on the brand positioning of Almacenes Parrales in Manta. With a correlational design, mixed, quali-quantitative, descriptive, bibliographic and field approach, data were collected through 347 structured surveys applied to customers. The analysis, performed with IBM SPSS 25.0, resulted in a Cronbach’s alpha of 0.960, confirming the high reliability of the instrument. Kendall’s Tau_b and Spearman’s Rho correlation coefficients indicated significant positive relationships between content marketing and positioning, with values of up to 0.933 in the emotional dimension and 0.886 in the social dimension. The results highlight that content marketing has a positive and significant impact on brand positioning, highlighting the importance of digital strategies focused on emotional and social factors to strengthen the connection with consumers and differentiate the brand in a competitive market.