Análisis del impacto de las estrategias de contenido en redes sociales sobre la percepción de marca y el desempeño empresarial en PYMES del sector alimentos y bebidas de Cuenca

Abstract

Abstract: The present work aims to evaluate the impact of social media content strategies on brand perception and business performance of SMEs in the food and beverage sector in Cuenca. The methodology used was a correlational-explanatory design, with a quantitative approach applying hypotheses based on previous theories and empirical evidence. A simple random probability sampling was used, where the sample was made up of surveys to 143 companies, distributed in 7 bars, 43 cafes, 87 restaurants and 6 reception halls, applying the PLS-SEM model. As results, it was evident that the richness of content in social networks (Social Media Richness, SMR) is a determining element for the construction of brand equity (BE) and, therefore, in the business performance (BP) of SMEs in the food and beverage sector in the city of Cuenca. It was also confirmed that brand equity has an influence on business performance. High factor loadings were also found in the profitability, sales, and competitiveness indicators, indicating that social media acts as communication channels and as tools for generating and converting revenue.