El social media y su incidencia en el desarrollo comercial de los emprendimientos de los estudiantes de Mercadotecnia.

Abstract

Social media marketing has evolved over time because companies need to constantly innovate and be aware of the latest market trends, so they take advantage of new technological tools that are used to deliver new information to the target audience. The objective of this research was based on knowing how social media affects the commercial development of marketing students' ventures, through a mixed qualitative and quantitative study, with a descriptive, correlation and experimental design using a bibliographic study, likewise, a Null Hypothesis was proposed: "Social media has no impact on the commercial development of marketing students' ventures", to finally present an Alternative Hypothesis: "Social media could have an impact on the commercial development of marketing students' ventures", a Cronbach's coefficient of 0.76 was obtained, which supports its applicability. In the same way, a correlation of the studied variables was obtained, according to Spearman's coefficient, which evidenced that the application of social media in the commercial development of the Marketing students' enterprises, approving the alternative hypothesis. The proposal was based on the ecommerce plan to promote entrepreneurship through digital marketing to employ training in social media strategies of marketing students who using social networks can increase demand for products for market positioning.