Social networks and their influence on consumer habits, case: Universidad Técnica de Machala
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Abstract
The present investigation studied how the consumption habits are being influence by factors of the social networks, as the dependence of them, the social pressure, the influencers and the online ads. These challenges that users face play a fundamental role in consumer preferences, therefore, the object of this investigations it is analyze the impact of the influence of social networks on the consumption habits of university students, through a quantitative approach that allows us to further identify their influence, whose central hypothesis is established as; Social networks have a positive impact on the consumption habits of UTMACH students. Where an online data collection modality is used as part of the methodology of this study. To carry out the analysis of the collected data, the statistical software SPSS version 21 is used.
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Ana Cristina Palacios-Cabrera, Universidad Técnica de Machala - Ecuador
http://orcid.org/0009-0002-3216-7019
I was born in the canton of El Guabo, province of El Oro, Ecuador.
I began my studies at the Unidad Educativa Particular Hermano Miguel, where I completed my primary studies, after that my secondary studies were carried out at the Unidad Educativa La Inmaculada, where I obtained my bachelor's degree. Finally, I entered the Universidad Técnica de Machala, where I studied the eighth semester in Marketing.
Kevin Enrique Zhiminaicela-Cabrera , Universidad Técnica de Machala - Ecuador
http://orcid.org/0009-0009-5946-4356
Born in Pasaje, Ecuador, I studied at the Unidad Educativa Ciudad de Pasaje for primary school and at the Carmen Mora de Encalada school for secondary school, obtaining my bachelor's degree in computer science. Currently, he is in the eighth semester of Marketing at the Technical University of Machala.
Vladimir Alexander Ávila-Rivas , Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0001-6526-8487
- in Administrative Sciences from UMMSM.
Coordinator of the Marketing program at UTMACH since 2019.
Full Research Professor at UTMACH since 2014.
President of the Travel Agency AVILA TOURS CIA. LTDA.
Experience in the area of Marketing, Sales and customer service since 12 years ago.
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