REDES SOCIALES COMO HERRAMIENTA DE COMPROMISO DE MARCA DEL SECTOR COMERCIAL

The study is part of identifying the factors that affect the management of social networks for the improvement of Brand engagement in the province of Tungurahua. The research presents a qualitative approach and correlational scope. The sample comes from 384 consumers. The study hypothesis is verified, social networks have a positive influence on the brand engagement strategy. The main results show that the content that attracts the most attention from users in social networks are: news and news, comments, contests and product and promotions draws. It concludes that innovative consumers are not only interested in new things, but are also interested in representing themselves through brands associated with new products.