Marketing de contenido: Efectividad de marca en locales comerciales de San Vicente.

Abstract

This study focuses on the effectiveness of content marketing to perceptively verify brand positioning in commercial establishments in San Vicente, Ecuador. The main objective of the study was to analyze the perception of local actors regarding the effectiveness of content marketing in brand positioning within the cantonal capital of San Vicente. The population consisted of 40 local consumers who participated in a structured survey with six closed questions and five related to their demographic and consumption profile. The sample was selected non-probabilistically, considering frequent consumers of the area's commercial establishments. Data were tabulated and analyzed using the SPSS tool, where the validity and reliability of the results were assessed using the Cronbach's Alpha coefficient, which scored 0.81, indicating high reliability of the instrument. The survey utilized a Likert scale, enabling a correlational study to interpret respondents' perceptions. The results indicated that visual content is positively valued by a significant segment of consumers, although 52.5% of respondents maintained a neutral stance, suggesting the need for improvement in this area. Furthermore, it was evidenced that useful information significantly influences purchase decisions, while the motivation generated by content marketing to research products also presents opportunities for optimization. The study concludes that local brands must enhance the visual appeal of their content (42.5% positive perceptions) and provide more detailed information, designing strategies that encourage consumers to explore more about the available products and services. These improvements would contribute to increasing brand positioning and commercial success in a competitive environment.