Social media: influencia en la captación de clientes del restaurante Urban Street en Manta.

Abstract

This article analyzes the influence of social media on customer acquisition at Urban Street restaurant, located in Manta, Ecuador, highlighting the importance of digital presence in the gastronomic sector. The objective is to evaluate the impact of social media platforms on customer acquisition, as well as to examine the digital strategies implemented and their effectiveness. The research adopts a mixed methodology, collecting data through Likert scale surveys and in-depth interviews. The study population is composed of 2,600 customers, from which a sample of 383 participants was selected, with a confidence level of 95%. The results will be analyzed using the SPSS V26 statistical program.