Advocacy marketing y su influencia en la captación de clientes en tapicerías automotrices de Manta.

Abstract

The objective of the study is to determine how advocacy marketing influences customer acquisition in automotive upholstery stores in Manta. The article had a qualitative-quantitative approach that integrates various research typologies, such as exploratory, descriptive, documentary, correlational and field, using inductive and deductive methods. To obtain the results, a structured survey with a Likert scale was developed aimed at 382 owners of registered vehicles in the Manta canton, which were selected through stratified probabilistic sampling. Interviews were also developed with the owners of automotive upholstery shops to contrast the information of the surveys, which were validated with Cronbach's Alpha of 0.950, demonstrating high reliability, and with Spearman's Rho, considerable positive correlations were confirmed for the hypotheses. It was determined that advocacy marketing influences customer acquisition, because recommendations generate trust in other consumers, obtaining business growth.