Análisis de la influencia del marketing de causa a través de redes sociales en la preferencia de marca de los Millenials en la provincia de Pichincha, cantón Rumiñahui, año 2025

Abstract

Abstract: This research analyzes the influence of cause-related marketing, implemented through social media, on brand preference among millennials in Pichincha, Rumiñahui canton, in 2025. The study recognizes that this generational group shows strong sensitivity to social and environmental causes, which directly impacts their purchasing decisions. A quantitative methodology was applied, using structured surveys administered to millennials in the canton, complemented with descriptive and correlational data analysis. The results reveal that cause-related marketing campaigns on social media generate a significant impact on perceived value and brand loyalty. Moreover, authenticity and consistency between corporate messages and social actions were identified as decisive factors in consolidating brand preference. In conclusion, cause-related marketing constitutes an effective strategy to strengthen the emotional bond between brands and millennial consumers, reinforcing brand positioning in a highly competitive digital environment.