Efectividad de las estrategias de contenido en redes sociales y su impacto en la intención de compra continua del consumidor final de ALIMEC S.A. (2025-2026) Effectiveness of social media content strategies and their impact on consumers’ continuance purchase intention at ALIMEC S.A. (2025-2026)
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El objetivo del estudio fue analizar la efectividad de las estrategias de contenido en redes sociales y su impacto en la intención de compra continua del consumidor final de la empresa ALIMEC S.A. durante el periodo 2025-2026. La investigación se desarrolló bajo un enfoque cuantitativo, con diseño no experimental, transversal y alcance correlacional. La población estuvo conformada por consumidores finales que interactúan con las redes sociales de la empresa, y la muestra piloto incluyó 20 participantes seleccionados mediante muestreo no probabilístico por conveniencia. La recolección de información se efectuó mediante una encuesta estructurada con escala Likert de cinco puntos, aplicada a través de Google Forms y distribuida por WhatsApp. El instrumento reportó una consistencia interna aceptable-alta, con un alfa de Cronbach de 0.805. Los hallazgos evidencian que los consumidores reconocen la presencia de contenido de ALIMEC S.A. en plataformas digitales, valoran su calidad e interacción, y utilizan las redes sociales como fuente de información previa a la compra. Asimismo, las reseñas, testimonios y contenidos publicados favorecen la confianza y la intención de compra continua. Se concluye que las estrategias de contenido en redes sociales constituyen un recurso estratégico para fortalecer la relación marca-consumidor, aunque los resultados deben interpretarse como evidencia preliminar debido al tamaño muestral y al diseño correlacional
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