Relationship between Social Networks and Customer Acquisition in the Field of IT Solutions

Abstract

Social networks have allowed more direct communication with companies' target audience, segmenting the ads to streamline marketing efforts, help improve the brand's image, and increase the visibility of products to get closer to users with promotional tools. This research aims to demonstrate the relationship between social networks and customer acquisition in a Peruvian IT solutions company. The research method is quantitative, correlational, cross-sectional, and non-experimental; regarding the data collection technique and instrument, the survey and the application of a questionnaire were used to a sample of the DyHosting company located in the city of Cajamarca, Peru. The results show a significant relationship between social networks and customer acquisition; likewise, the results recommend that organizations that start implementing digital marketing plans apply social networks as a business model to attract customers to their organizations.