Browsing by Author "Miño López, Solange Melissa"

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    Marketing de contenidos de Multisa supermercados y su relación con el comportamiento del consumido
    (Universidad Técnica de Cotopaxi (UTC). Ciencias Administrativas y Económicas. Mercadotecnia, 2026-08-12) Caiza Calugullin, Jostin Daniel; Portugal Guaman, Widinson Ismael; Miño López, Solange Melissa
    The purpose of this study was to analyze the relationship between the content marketing implemented by Multisa Supermercados and consumer behavior in the city of Latacunga. The research addressed the need to understand how content strategies disseminated through social media influence customers' decisions and preferences within an increasingly digitalized commercial environment. Methodologically, the study followed a quantitative approach with a descriptive and correlational scope, a non-experimental cross-sectional design, and the deductive method. Data were collected through a structured 26-item questionnaire, measured with a five-point Likert scale and administered in person to a sample of 188 consumers between 20 and 40 years of age, selected by convenience at the San Felipe, La Estación, and San Sebastián branches. The instrument was validated through expert judgment and reached a Cronbach's alpha coefficient of 0.949, processed with IBM SPSS Statistics version 27, reflecting excellent reliability. The results, analyzed through Spearman's correlation coefficient, yielded a Rho value of 0.698 with a significance of p < 0.05, showing a considerable positive correlation between both variables and allowing the alternative hypothesis to be accepted. It was concluded that content marketing is significantly related to consumer behavior, with exclusive promotions, saving tips, recipes, and entertainment videos being the most preferred types of content