Redes sociales y su influencia en el posicionamiento de la marca MASS PAN- Manta.

Abstract

Social media is essential for the brand positioning of Mass Pan, generating a significant impact on its visibility and perception in the market. The research shows that, by using well-structured digital strategies, Mass Pan can improve its competitiveness and connection with customers. This was confirmed through surveys of a sample of 382 people from the economically active population of Manta, where the importance of constant interaction on social media to increase consumer loyalty and fidelity was highlighted. The study, of a quantitative, descriptive and correlational nature, used SPSS software for statistical analysis, obtaining a strong correlation coefficient, which confirms the positive influence of social media on brand positioning. These findings validate the hypothesis that social media is an essential strategic tool to strengthen the competitiveness and reputation of Mass Pan in the market.