El social media marketing y su influencia en la demanda de productos artesanales de la ciudad de Montecristi.

Abstract

The Social media marketing has evolved over time because the businesses have the need to make constant innovations and be aware of the latest market trends taking advantage of the new technological tools used to offer information to its target audience. The application of digital media provide a low cost of investment in resources and promotions that allow reaching current and potential customers and increasing the demand for their products. The main objective of this research is to determine the influence of social media marketing on the demand for handicrafts from the Montecristi city, by means of a quantitative study, with a descriptive, non-experimental correlation design, through a structured survey with a Likert comparative scale, validated with the Cronbach coefficient, obtaining a value of 0.95, which supports its applicability. Through the processing of the data, it was obtained a high correlation of the variables studied according to the Spearman coefficient, what evidence that the application of social media marketing influences the demand for the handicrafts of the Montecristi City, approving the alternative hypothesis. According to the project proposal, which consists of the design of a training plan on social media marketing strategies for Montecristi artisans, who through the use of social networks and the internet can increase the demand for their products and provide timely and updated information to position themselves in the market.