Social media marketing como herramienta para incrementar las ventas del restaurant “Alitas del Cadillac”, Manta.

Abstract

Social media marketing, due to its functional characteristics, is a business tool that favors the optimization of business actions related to investment, feedback, and brand presence in networks, favoring the increase of sales as well as maintaining a competitive advantage over the competition. The present research has a descriptive, correlational, bibliographic, documentary and field qualitative-quantitative approach by collecting data through a survey as a data collection instrument, which was validated in the SPSS statistical system, obtaining a reliability of 0.912; subsequently, the general and specific hypotheses were tested in the same system, using Spearman's rho coefficient, where the correlations are respectively in the following order 0. 642; 0.668; 0.499; 0.588; 0.899; 0.939; 0.780; these data allowed concluding that social media marketing influences the increase in sales of the restaurant "Alitas del Cadillac" in Manta.