Plan de Social Media y posicionamiento de marca de la empresa Sublitexart especializada en sublimación y publicidad textil
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Date
2025-05-07
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Publisher
Instituto Superior Tecnológico Consulting Group Ecuador - Esculapio. Quito.
Abstract
La presente investigación tiene como objetivo crear un plan de social media aplicando las estrategias de marketing mix, para lograr el posicionamiento de la marca de la empresa Sublitexart S.A.S dedicada a la sublimación y publicidad textil en la ciudad de Ibarra. La metodología que se utilizó fue de diseño cuantitativo ya que permitió la recolección de información de los clientes de la empresa, a través de la encuesta, a una muestra de 135 microempresarios de la ciudad de Ibarra. Los resultados obtenidos de las encuestas aplicadas reflejan que el 80% de los clientes si realizarán compras de los productos en la tienda en línea y recomiendan que las promociones y demás información se dé a conocer por medio de redes sociales como: Facebook e Instagram en un 94%. Al realizar el análisis cuantitativo mediante la utilización del coeficiente de Pearson se establece que existe una correlación positiva intensa del incremento del número de clientes y el número de pedidos que tendrá la empresa con la aplicación del plan de social media y posicionamiento de marca. En lo referente a la regresión lineal con el principio de Mínimos Cuadrados, se determina que este plan viabiliza un incremento de 1.08 en los pedidos de la empresa. De esta manera se concluye que el plan de social media es un componente importante en los planes estratégicos para fortalecer, mejorar el posicionamiento de la marca alcanzando ventaja competitiva, confianza en sus clientes.
The objective of this research is to create a social media plan applying marketing mix strategy, to achieve the positioning of the brand of the company Sublitexart S.A.S dedicated to sublimation and textile advertising in the city of Ibarra. The methodology used was quantitative in design since it allowed the collection of information from the company's clients, through the survey, to a sample of 135 microentrepreneurs from the city of Ibarra. The results obtained from the surveys applied reflect that 80% of customers will make purchases of products in the online store and recommend that promotions and other information be made known through social networks such as: Facebook and Instagram in a 94%. When carrying out the quantitative analysis using the Pearson coefficient, it is established that there is an intense positive correlation between the increase in the number of customers and the number of orders that the company will have with the application of the social media and brand positioning plan. Regarding the linear regression with the principle of Least Squares, it is determined that this plan enables an increase of 1.08 in the company's orders. In this way, it is concluded that the social media plan is an important component in strategic plans to strengthen and improve the positioning of the brand, achieving competitive advantage and trust in its customers.
The objective of this research is to create a social media plan applying marketing mix strategy, to achieve the positioning of the brand of the company Sublitexart S.A.S dedicated to sublimation and textile advertising in the city of Ibarra. The methodology used was quantitative in design since it allowed the collection of information from the company's clients, through the survey, to a sample of 135 microentrepreneurs from the city of Ibarra. The results obtained from the surveys applied reflect that 80% of customers will make purchases of products in the online store and recommend that promotions and other information be made known through social networks such as: Facebook and Instagram in a 94%. When carrying out the quantitative analysis using the Pearson coefficient, it is established that there is an intense positive correlation between the increase in the number of customers and the number of orders that the company will have with the application of the social media and brand positioning plan. Regarding the linear regression with the principle of Least Squares, it is determined that this plan enables an increase of 1.08 in the company's orders. In this way, it is concluded that the social media plan is an important component in strategic plans to strengthen and improve the positioning of the brand, achieving competitive advantage and trust in its customers.
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Keywords
Plan de social media, Posicionamiento de marca, Marketing mix, Correlación, Social media plan, Brand positioning, Marketing mix, Correlation
Citation
Garófalo Cueva, R.I. (2025). Plan de Social Media y posicionamiento de marca de la empresa Sublitexart especializada en sublimación y publicidad textil. (Tesis de pregrado). Instituto Superior Tecnológico Consulting Group Ecuador - Esculapio. Quito