Abstract

CARPIO MARAZA, Amira; HANCCO GOMEZ, Miriam Serezade; CUTIPA LIMACHE, Alberto Magno  and  FLORES MAMANI, Emilio. Strategies of the viral marketing and the positioning of brand in the tourist restaurants of the Puno Region. Comuni@cción [online]. 2019, vol.10, n.1, pp.70-80. ISSN 2219-7168.  http://dx.doi.org/https://doi.org/10.33595/2226-1478.10.1.331.

The research aims to analyze the strategies of viral marketing and brand positioning used by tourist restaurants in the Puno Region and to identify the brand positioning on the internet of tourist restaurants in the Puno a region based on the use of viral marketing, 2016 period. To present the existing problems and the efforts to increase the positioning of the brand through viral marketing, the applied methods were: quantitative approach, deductive method, descriptive-explanatory type and non-experimental design, using collection techniques such as content analysis and structured observation, identifying that connectivity is the main strategy of viral marketing that contributes to brand positioning over the internet, however 43.75% disseminate relevant topics, 18.75% incentives and 12.50% exchange of coupons announced, which contributes to a moderate posi brand positioning of the tourist restaurants by 50.0%, thanks to its presence in the Trip advisor search engine and in the Foursquare social network. Concluding that the connectivity in social networks generate a moderate brand positioning

Keywords : Viral marketing; search engines; brand positioning and social networks.

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