Redes sociales y su incidencia en el reconocimiento de marca de Hipermotor S.A en Manta.

Abstract

The main purpose of this study, entitled "Social networks and their impact on the brand recognition of Hipermotor SA in Manta", was to analyze how social media management impacts the construction and strengthening of the brand recognition of Hipermotor SA in the City of Manta. To this end, quantitative research was carried out, complemented by a qualitative and quantitative approach, using a descriptive scope. The variables included were social networks as an independent variable, to cover the dimensions platforms, interactions, and followers and reach, and brand recognition as a dependent variable, with the dimensions brand awareness, brand perception and brand loyalty. Structured surveys were applied under the Likert scale and Spearman's Rho coefficient was used to determine the relationship between interaction on social networks and brand recognition. The results showed a significant evaluation, highlighting those aspects such as the quality of publications, the frequency of interaction and the positive perception of users about the service contribute in a relevant way to the positioning of the brand in the market.