Browsing by Author "Bustamante Zambonino, Jefferson Alexander"

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    Marketing de contenidos y su influencia en la percepción de marca del patronato municipal de Latacunga
    (Universidad Técnica de Cotopaxi (UTC). Ciencias Administrativas y Económicas. Mercadotecnia, 2026-10-19) Bustamante Zambonino, Jefferson Alexander; Sánchez Pallo, Edison Rolando
    The research aimed to analyze content marketing and its influence on brand perception of the Municipal Patronage of Latacunga. For this purpose, a mixed-method approach was employed, with a descriptive-correlational level and a non-experimental design, based on the application of a Likert-scale questionnaire to a sample of 372 individuals, in addition to a semi-structured interview directed to the head of the Social Communication department. The results obtained through Spearman's Rho correlation coefficient showed a relationship of 0.627 with a significance level of .000, indicating a positive correlation between the variables of content marketing and brand perception. Furthermore, the results demonstrate that content marketing positively influences the institutional perception of the Patronato. Content marketing oriented toward the generation of valuable content showed greater influence on community perception, as a considerable proportion of the sample reported identifying useful information about the services offered by the institution through its digital content. Likewise, the interaction and engagement dimension presented a lower level of influence compared to the other analyzed dimensions. This result highlights the need to strengthen digital interaction to promote greater communication between the institution and the community. In conclusion, the results confirm that content marketing influences the perception that citizens have of the Municipal Patronage of Latacunga, demonstrating that effective digital content management contributes to strengthening institutional communication and improving the relationship with the community.