Use of social media marketing and its influence on the positioning of Mypes in the travel agency sector, Tarapoto, 2023

Abstract

Currently, social networks are used for the purchase of goods and services, thus, companies from various sectors consider this trend as an opportunity to reach potential customers through marketing and optimize their positioning in the market. The objective of this study was to determine the influence of the use of social media marketing on the positioning of small and medium-sized companies in the travel agency sector, Tarapoto, 2023. Methodologically, it was framed in an applied research, descriptive-correlational level and non-experimental design, using the survey technique and questionnaires as study instruments for both variables to a sample size of 68 clients of the MSMEs of the travel agency sector, Tarapoto. According to the results, 58.8% of them placed social media marketing at a high level, while 39.7% placed it at a regular level, and finally 1.5% at a low level. With respect to positioning, 58% placed it at a high level, while 36% placed it at a regular level, and finally 4% at a low level. It was concluded that the influence of social media marketing on the positioning of travel agencies was identified, since the correlation index was 0.866, showing a high positive correlation, and the r2 was 0.75, recognizing a considerable influence of the variable on positioning.