Social networks as a communication channel and tool to establish relationships with customers
This research, the relationship between social networks and business communication and diffusion was analyzed. Likewise, the relationship between social networks with the interaction with the customer of a digital store through social networks was analyzed. For the research work, a quantitative appr...
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| Publicado en: | Revista de Investigación Valor Agregado |
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| Autores principales: | , , |
| Formato: | Artículo de revista |
| Lenguaje: | español |
| Publicado: |
Universidad Peruana Unión
2024
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| Materias: | |
| Acceso en línea: | Ver en el sistema de origen |
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| _version_ | 1881695125896167424 |
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| author | Ramirez-Chavez, Cristopher Espinoza Casco, Roque Juan Macha-Huamán, Roberto |
| author_browse | Espinoza Casco, Roque Juan Macha-Huamán, Roberto Ramirez-Chavez, Cristopher |
| author_facet | Ramirez-Chavez, Cristopher Espinoza Casco, Roque Juan Macha-Huamán, Roberto |
| author_sort | Ramirez-Chavez, Cristopher |
| collection | Revistas |
| container_title | Revista de Investigación Valor Agregado |
| description | This research, the relationship between social networks and business communication and diffusion was analyzed. Likewise, the relationship between social networks with the interaction with the customer of a digital store through social networks was analyzed. For the research work, a quantitative approach study was carried out, with a non-experimental cross-sectional design. The selected instrument was the questionnaire and a sample of 138 users was obtained. The results show that the customer has a high consumption in social networks and that these can be used by companies as a means of communication and dissemination, likewise, social networks can be used as a means by which companies can interact more directly with their customers. In conclusion, the relationship between the variables analyzed is confirmed, showing a positive correlation in both hypotheses, proving that social networks are related to business communication and diffusion, and that social networks are related to customer interaction. |
| format | Online |
| id | oai:riva.upeu.edu.pe:article/2097 |
| institution | UPeU |
| issn | 2413-5836 2410-1168 |
| language | Spanish |
| publishDate | 2024 |
| publishDateRange | 2024 |
| publishDateSort | 2024 |
| publisher | Universidad Peruana Unión |
| publisherStr | Universidad Peruana Unión |
| record_format | ojs |
| revista_str_mv | Revista de Investigación Valor Agregado |
| spelling | oai:riva.upeu.edu.pe:article/20972024-12-11T14:08:00Z Social networks as a communication channel and tool to establish relationships with customers Redes sociales como canal de comunicación y herramienta para establecer relaciones con los clientes Ramirez-Chavez, Cristopher Espinoza Casco, Roque Juan Macha-Huamán, Roberto Marketing digital Redes sociales Comunicación y difusión Interacción con el cliente Digital marketing Social networks Communication and dissemination Interacction with customer This research, the relationship between social networks and business communication and diffusion was analyzed. Likewise, the relationship between social networks with the interaction with the customer of a digital store through social networks was analyzed. For the research work, a quantitative approach study was carried out, with a non-experimental cross-sectional design. The selected instrument was the questionnaire and a sample of 138 users was obtained. The results show that the customer has a high consumption in social networks and that these can be used by companies as a means of communication and dissemination, likewise, social networks can be used as a means by which companies can interact more directly with their customers. In conclusion, the relationship between the variables analyzed is confirmed, showing a positive correlation in both hypotheses, proving that social networks are related to business communication and diffusion, and that social networks are related to customer interaction. Esta investigación analizó la relación entre las redes sociales con la comunicación y difusión de los negocios. De igual manera, se analizó la relación entre las redes sociales con la interacción con el cliente de una tienda digital por redes sociales. Para el trabajo de investigación se realizó un estudio de enfoque cuantitativo, con diseño no experimental transversal. El instrumento seleccionado fue el cuestionario y se obtuvo una muestra de 138 usuarios. Los resultados muestran que el cliente tiene un alto consumo en redes sociales y que estas pueden ser utilizadas por las empresas como un medio de comunicación y difusión, de igual manera, las redes sociales pueden ser utilizadas como un medio por el cual las empresas puedan interactuar de manera más directa con sus clientes. En conclusión, se confirma la relación entre las variables analizadas, dejando en evidencia la correlación positiva en ambas hipótesis, comprobando que las redes sociales tienen relación con la comunicación y difusión de los negocios, de igual manera, las redes sociales tienen relación con la interacción con el cliente. Universidad Peruana Unión 2024-12-06 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf text/html https://riva.upeu.edu.pe/index.php/ri_va/article/view/2097 10.17162/riva.v11i1.2097 Revista de Investigación Valor Agregado; Vol. 11 Núm. 1 (2024): Revista de Investigación Valor Agregado; 46 - 55 2413-5836 2410-1168 spa https://riva.upeu.edu.pe/index.php/ri_va/article/view/2097/2162 https://riva.upeu.edu.pe/index.php/ri_va/article/view/2097/2170 Derechos de autor 2024 Cristopher Ramirez-Chavez, Roque Juan Espinoza Casco, Roberto Macha-Huamán https://creativecommons.org/licenses/by-nc-nd/4.0 |
| spellingShingle | Marketing digital Redes sociales Comunicación y difusión Interacción con el cliente Digital marketing Social networks Communication and dissemination Interacction with customer Ramirez-Chavez, Cristopher Espinoza Casco, Roque Juan Macha-Huamán, Roberto Social networks as a communication channel and tool to establish relationships with customers |
| title | Social networks as a communication channel and tool to establish relationships with customers |
| title_alt | Redes sociales como canal de comunicación y herramienta para establecer relaciones con los clientes |
| title_full | Social networks as a communication channel and tool to establish relationships with customers |
| title_fullStr | Social networks as a communication channel and tool to establish relationships with customers |
| title_full_unstemmed | Social networks as a communication channel and tool to establish relationships with customers |
| title_short | Social networks as a communication channel and tool to establish relationships with customers |
| title_sort | social networks as a communication channel and tool to establish relationships with customers |
| topic | Marketing digital Redes sociales Comunicación y difusión Interacción con el cliente Digital marketing Social networks Communication and dissemination Interacction with customer |
| topic_facet | Marketing digital Redes sociales Comunicación y difusión Interacción con el cliente Digital marketing Social networks Communication and dissemination Interacction with customer |
| url | https://riva.upeu.edu.pe/index.php/ri_va/article/view/2097 |
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