Use of social media marketing and its influence on the positioning of Mypes in the travel agency sector, Tarapoto, 2023

INTRODUCTION

Nowadays, people use social media to obtain information, interact, and purchase products or services; consequently, companies find opportunities to reach potential customers through social media. In this sense, this marketing is based on the creation of shared content and is designed to drive consumer engagement and increase purchases in order to position companies competitively in the market.(1,2,3,4) This is increasingly relevant as digital visibility acquires strategic importance in terms of regularly achieving better acquisition of the target audience. Therefore, success in this highly competitive environment requires a combination of creativity, innovation, and a customer-centered approach, given that content personalization, effective use of social media, and the implementation of SEO strategies are fundamental to ensuring a relevant and attractive digital presence. Thus, companies that do not evolve and adopt these essential digital practices risk falling behind in a market increasingly dominated by technology and digital interaction.(2,5,6,7)

Internationally, in 2019, micro and small enterprises became interested in applying specific digital strategies because of consumer requirements and a broad presence on social networks; therefore, more than 50% of micro-entrepreneurs began using different digital platforms and websites according to their business area. Likewise, 75% of MSEs on social networks lack clear objectives and results measurement, since they publish without content plans or understanding; this dilutes their image, hinders brand recall, and weakens their positioning against more strategic competitors. As a result, publications are produced without adequate content planning or comprehension of social media marketing dynamics, which dilutes their brand image and weakens their positioning compared with competitors that use more sophisticated strategies. In short, many SMEs are not fully leveraging the potential of social media marketing because of the lack of a comprehensive strategy consistent with business objectives and the needs of their audience; it should be noted that training and knowledge on these topics are crucial for improving their performance in the digital market.(3,8,9,10,11)

Meanwhile, Ponce et al. (4), in the Ecuadorian context, have found that the growing use of social media has opened great opportunities for companies to engage in social media marketing and manage to position their brands. However, many companies still do not know how to adequately take advantage of these platforms and make mistakes that affect their positioning strategies. These include irrelevant content that does not provide value to their followers, accompanied by generic, impersonal messages that could have been written by any brand. This causes users to lose interest and stop following their profiles. In turn, they focus on the quantity of followers instead of quality, without segmenting according to interests; therefore, they have poorly engaged communities that do not translate into real customers. Likewise, many businesses manage their social media without a long-term strategy, posting content at random depending on the situation; this prevents building a solid image and positioning in the consumer's mind, which often leads to disconnection with the audience and lower effectiveness in strengthening the brand. (12, 13, 14, 15)

At the national level, according to the National Institute of Statistics and Informatics, MSEs represented almost more than 90% of Peru's business entities and amount to about 19.3 percent of the country's GDP, generating direct and indirect employment opportunities, therefore, it is necessary to maximize their opportunities in the field of digital marketing and remain competitive in the market. Given its importance, it is vital that these companies maximize their opportunities in the field of digital marketing to maintain their competitiveness, this implies continuous adaptation to emerging digital trends and investment in the development of online marketing strategies. Indeed, digital transformation is not only an option, but a necessity for these companies to maintain their relevance in an increasingly globalized and technologically advanced market. Therefore, the adoption of appropriate digital tools and social media platforms, along with training in digital skills and marketing strategies, is essential. Thus, Peruvian MSEs will be able not only to sustain their presence in the national market, but also explore opportunities for expansion and international reach. (5,16,17,18,19,20)

On the other hand, in Lima, it has been found that 60% of SMEs have social media accounts, but more than half do not use them correctly for their marketing strategies, as they publish generic content very sporadically or simply abandon them; consequently, they fail to attract sufficient followers. At the same time, 75% of social media businesses do not properly define their target audience, as they seek to attract all types of users instead of segmenting and specializing their content around interests aligned with their product/service offering. Likewise, 85% of social media businesses do not have clear objectives or a medium- and long-term strategic plan, as they publish according to the current situation without a guiding strategy, which dilutes their image and hinders brand imprinting and identification by consumers. This absence of a coherent and well-structured strategy dilutes their brand image and hinders their recognition and recall by consumers. These challenges underscore the critical need for digital marketing training and advisory support for SMEs in Lima, in order to improve their online presence and their effectiveness in social media marketing.(6,21,22,23,24)

At the regional level, specifically in San Martín, Linares (7) mentions that positioning was at a regular level with 54.67% according to customer perception. This situation suggests that, although there is a certain degree of recognition and acceptance, there is still significant room to improve the presence and image of companies in the market. This level of positioning may be influenced by various factors, such as the lack of effective marketing strategies, limited understanding of customer needs and preferences, and scarce differentiation in the services or products offered. Furthermore, this regular perception could be related to the lack of innovation and adaptation to current market trends, which limits the ability of these companies to attract and retain customers. Therefore, it is essential that mypes in San Martín invest in improving their positioning through more customer-oriented marketing strategies, a greater understanding of the market, and the implementation of innovations that differentiate them from their competitors; in turn, improving communication and digital presence is fundamental to raising market positioning.(25,26,27,28)

Locally, it can be observed that MYPEs in the travel agency sector of the city of Tarapoto face a series of complications regarding their market positioning, since they cannot differentiate themselves from their competitors in terms of service or product quality; likewise, they may have difficulties offering multiple services and limitations in satisfying customer needs; likewise, they are not aligned with needs and trends; all of this implies that they have difficulties standing out competitively in terms of brand or name, generating the establishment of trust with consumers. This situation prevents them from standing out in terms of brand and name recognition, which in turn hinders the establishment of trusting relationships with consumers. Likewise, these challenges underscore the need for more effective marketing and differentiation strategies to improve their competitiveness and visibility in the market; all of this translates into an inability to establish a distinctive brand and generate trust among consumers.(29,30,31,32)

These problems could possibly be due to inappropriate use of social media marketing, since they may have an inadequate, clear content strategy for their social network, posting unattractive or inconsistent information; this can cause customers to perceive an inconsistency in the messages being conveyed, reducing their trust in the brand. Likewise, if users do not interact with the shared content, in turn, they do not interact with the sector, preventing the construction of a community around it. Finally, inefficient use of web tools and promotion can hinder the conversation between these businesses and their potential customers. If this problem continues, companies of this type may continue to lose opportunities for competitiveness and growth in the market; by not taking adequate advantage of digital marketing, they could fall behind their competitors, lose market share, and experience a decrease in profitability, with negative impacts on their survival and long-term growth. In this way, it could also affect their capacity to generate jobs in the region.

How does the use of social media marketing influence the positioning of Mypes in the travel agency sector, Tarapoto, 2023?

METHODS

Geographic location

Tarapoto is among the 14 political divisions that make up the province of San Martín in Peru, and is also the capital city of the province, with an altitude of 333 meters above sea level.

Source: Google Maps

Execution period:

The research was carried out in the period 2023.

Authorizations and permits:

Not applicable.

Environmental control and biosafety protocols:

Not applicable.

Secondary variables

Dependent variable: positioning.

Empirical variable 1: by attributes and benefits, with the indicators differentiated services and unique services.

Empirical variable 2: by price and quality, with the indicators quality service and competitive price.

Empirical variable 3: by service category, with the indicators service advantages and varied services.

Empirical variable 4: by user orientation, with indicators of fulfillment of customer needs and services according to customers' lifestyle.

Empirical variable 5: by use or application, with indicators highlighting service characteristics and preferential attention to customers.

Empirical variable 6: by combination, with the indicators complementary services and collaborative marketing with another sector.

Empirical variable 7: through the name, with the indicators brand recall and brand recommendation.

Empirical variable 8: in relation to competitors, with the indicators market share and leadership in the sector.

Specific objective No. 2: To measure the level of positioning of Mypes in the travel agency sector, Tarapoto, 2023.	Specific objective No. 2: To measure the level of positioning of Mypes in the travel agency sector, Tarapoto, 2023.	Specific objective No. 2: To measure the level of positioning of Mypes in the travel agency sector, Tarapoto, 2023.	Specific objective No. 2: To measure the level of positioning of Mypes in the travel agency sector, Tarapoto, 2023.
Abstract variable	Concrete variable	Recording medium	Unit of measure
Positioning	By attributes and benefits By price and quality By service category By user orientation By use or application; by combination By name In relation to competitors	Questionnaire	Ordinal

RESULTS

DISCUSSION

The first specific objective indicates that 58.8% of participants perceive a high level of competence in social media marketing in Mypes, especially on platforms such as Facebook, Instagram, and YouTube; this highlights the growing importance and ability in the use of these tools for marketing. This finding is crucial, as it reflects how Mypes are adopting effective digital strategies to improve their online presence. This aligns with the national study by Bazán et al. (17) in Trujillo, which underscores the public's preference for digital platforms to receive information about hotel offers, with 67% of reservations made through social media. Here, the similarity lies in the recognized effectiveness of digital marketing strategies both in travel agency Mypes and in the hotel sector, emphasizing the importance of online presence for awareness and utilization of services. (33,34,35)

In contrast, the local study by Delgado et al. (18) in Tarapoto revealed a critical aspect: 40.0% rated social media marketing as poor, suggesting an urgent need to improve skills and resources in this area to strengthen positioning. This finding differs from previous studies, indicating variations in the effectiveness of digital marketing depending on the region and specific sector. Similarly, the study by Huamán (19) in Huancayo showed that the use of digital tools on social media was at a moderate level in 64%, suggesting that although there is considerable use of these tools, there is still room to improve and to more effectively integrate digital marketing into brand-building strategies. This result provides a counterpoint to the high effectiveness observed in other studies, highlighting the disparity in the adoption and effectiveness of digital marketing in different contexts. (36,37,38,39)

In turn, the 4Cs model in social media marketing, proposed by Robert Lauterborn, is supported from a theoretical perspective, emphasizing the importance of content, conversation, community, and collaboration. This theoretical framework aligns with the practical findings mentioned above, where relevant content and interaction with the audience play a crucial role in the success of digital marketing. (20) The correlation between this theory and the observed results underscores the relevance of well-executed digital marketing strategies. (40,41,42)

In turn, the aforementioned is supported by the conceptualization demonstrated by Shawky (21), who recognizes that digital marketing focuses on the use of social platforms and networks to promote a product or service; in this way, it contributes to communication and relationships with customers. This strategy consists, at that point, of creating relevant and attractive content for the user, generating high expectations and direct interaction with the customer. Therefore, although there is a general appreciation of the importance and effectiveness of social media marketing, the need for a more strategic and focused implementation to achieve solid brand positioning is also highlighted. This suggests that, while some companies are effectively taking advantage of digital tools, others still need to advance significantly to achieve a notable impact in the market. (43,44,45)

In conclusion, from a research perspective, although there is general appreciation of the importance and effectiveness of social media marketing, the need for a more strategic and focused implementation to achieve solid brand positioning is also evident. This implies that Mypes must not only adopt digital tools but also develop specific skills and strategies that allow them to make the most of these platforms to achieve a significant impact on the market. These findings are crucial for companies seeking to improve their positioning in a highly competitive and digitally oriented market (46,47,48).

Regarding the second specific objective, 58.8% of these companies achieved a high level of positioning, attributed to the offering of unique experiences and innovative services, which suggests an effective strategy for differentiating themselves in the market. This differentiation strategy not only improves their positioning but also increases customer satisfaction, a crucial element in the tourism industry; likewise, constant updating and innovation in their offerings indicate adaptability and a proactive response to changing market trends and demands. This reflects a deep understanding of the importance of remaining relevant and attractive in a highly competitive sector (49).

When comparing these results with the study by García (22) in Piura, where positioning was also rated as high in 90.1%, a generally positive trend in company positioning is observed. This may indicate successful adaptation to market demands and an ability to offer differentiated value propositions. It could also suggest that companies in this region have found specific market niches or have developed more attractive and effective marketing strategies. Furthermore, this result is an indicator of how differences in local culture, consumer preferences, and market competition can influence positioning success, highlighting the importance of contextualizing marketing and positioning strategies according to the unique characteristics of each region.

However, it differed from the study by Huamán (19) in Huancayo, which revealed regular positioning in 52 % of cases, indicating that there are still significant challenges in the effective integration of digital marketing in some regions. This result suggests that, although there is awareness of the importance of digital marketing, execution and strategy may not be aligned with best practices or may not be fully adapted to the needs and expectations of the local market. This could be due to a variety of factors, such as resource limitations, lack of experience or knowledge in digital marketing, or even resistance to change in traditional business practices. It also underscores the need for deeper training and strategic planning in digital marketing, especially in areas where the adoption of new technologies and practices may be slower.

Similarly, Delgado et al.(18) in Tarapoto found deficient positioning in 37.5% of the companies studied, which further highlights the need for significant investment in knowledge and resources for social media marketing to improve positioning. This considerable percentage of deficient positioning suggests that, despite recognizing the importance of digital marketing, many companies still fail to implement it effectively. This could be attributed to a lack of understanding of how digital strategies can be adapted to their specific needs, or to a lack of resources to invest in adequate technology and training. It could also indicate a disconnect between the company's brand perception and consumer expectations. This result underscores the importance of not only investing in digital marketing, but also ensuring that these investments are aligned with a comprehensive, customer-centered strategy.

From a theoretical perspective, the concepts of Olivar (23) regarding achieving value, relevance, and differentiation as part of positioning, as well as Porter's model, which emphasizes differentiation and specialization, explain the importance of companies offering distinctive proposals and attributes, providing a comprehensive understanding of how companies can develop effective positioning strategies that resonate with their customers and stand out in the market. In this regard, the results of the present research would show that more than half of the Mypes would be implementing this strategic orientation effectively.

In conclusion, these results and their theoretical analysis underscore the complexity and importance of positioning in today's market, given that success in positioning depends on a multitude of factors, including service innovation, adaptation to market trends, effectiveness in social media marketing, and understanding both consumer emotions and behaviors. These findings provide valuable insights for companies seeking to improve their positioning in a competitive and constantly changing market (50,51).

In summary, from a researcher's perspective, it is perceived that success in positioning Mypes in a competitive and constantly changing market depends on a combination of factors. These include adaptation to market trends and demands, effective implementation of digital marketing strategies, understanding consumer emotions and behaviors, and the ability to offer unique and differentiated experiences and services. Additionally, a company's ability to integrate these practices effectively will determine its success in positioning.

Referring to the third specific objective, a positive and significant influence of the social media marketing dimensions (web tools, web promotion, and 4Cs) on the positioning of Mypes is revealed, with moderate and high correlations. Since, through social media, Mypes can generate more interaction and engagement with their audiences, this increases brand awareness and consideration. Also, the digital environment leads to reinventing their products/services by adding digital attributes or greater perceived value.

This finding aligns with the international study by Chatterjee et al. (24) in India, which concluded that web tools (r=0.571) and web promotion (r=0.472) have a positive effect on SME positioning. The similarity in the results underscores the relevance of digital tools in strengthening brand positioning, suggesting that SMEs can obtain significant benefits by adopting social media marketing strategies. Furthermore, this study reinforces the idea that SMEs can use social media not only as a communication platform, but also as an effective means to improve their market positioning. This underscores the universality of the impact of digital marketing in different business contexts (52,53).

On the other hand, the study by Bora et al. (25) in Turkey found a positive correlation between web tools and positioning (r=0.450; p=0.000), emphasizing the importance of effectively integrating these tools into business strategies. This result complements the previous findings, highlighting how the appropriate use of web tools can improve not only market positioning but also customers' perception of service quality. Likewise, digital tools are essential not only for a company's visibility but also for building its reputation and customer satisfaction. This result complements and expands the previous findings, underscoring the relevance of digital tools in various geographic and business contexts.

In a more local context, Díaz et al.(26) in Tarapoto observed that both web promotion and social media content had significant and positive effects on positioning (rho=0.333; rho=0.598; p=0.000), reinforcing the idea that social media marketing is a powerful tool for improving the visibility and positioning of SMEs. These results resonate with previous studies, indicating that, despite regional differences, the general trend points toward the value of digital marketing in business positioning. Furthermore, it underscores that SMEs that have not yet exploited the potential of these platforms could be missing valuable opportunities for improvement in visibility and positioning. The consistency in the results obtained in different regions reinforces the idea that social media marketing strategies are essential for business success in the digital era.

From a theoretical perspective, Shawky (21) and Araújo et al.(27) provide valuable contexts. Shawky (21) highlights the importance of web tools as means for exchange, conversation, and collaboration, essential for online interaction and collaboration. Meanwhile, Araújo et al. emphasize that personalized and dynamic web promotion can significantly improve customer loyalty and brand awareness. These theoretical perspectives align with the practical findings of the studies, suggesting that well-executed social media marketing strategies can be crucial to achieving successful positioning.

Therefore, the convergence of these studies and theories clearly illustrates the growing importance of social media marketing in the positioning of SMEs. While the implementation and effectiveness of these strategies may vary according to the region and the specific context of each company, the evidence overwhelmingly suggests that an investment in digital marketing, especially in web tools and online promotion, is essential to improve positioning in the current market. These findings provide a valuable guide for companies seeking to strengthen their positioning in an increasingly digitalized business environment.(54,55)

From the researcher's perception, it is perceived that SMEs can benefit enormously from a well-planned and well-executed social media marketing strategy. Web tools and online promotion not only increase brand visibility and recognition, but also improve interaction and relationships with customers. In turn, adaptability and the capacity to innovate in the use of these digital tools appear to be key factors in successful positioning in today's market. Since, for SMEs seeking to improve their market positioning, leveraging social media marketing tools is essential and, when done strategically and reflectively, can lead to significant and lasting results.(56,57)

Finally, in response to the general objective, a positive and significant influence of social media marketing on the positioning of Mypes is revealed, with a high value of 0.866, because social media tools make it easier for Mypes to collect detailed data and metrics on the behavior and interaction of their audiences. These actionable insights allow them to make better decisions to create optimized content and campaigns that reinforce consideration and awareness of their distinctive value propositions, which is key to the successful positioning of a company in the market. In this regard, the study by González et al.(28) in Ecuador found that social media marketing positively influenced both sales and brand positioning, with a correlation of r=0.795. This study highlights the importance of a well-structured social media marketing plan that includes identifying the buyer persona, creating valuable content, calls to action, and performance measurements. This correlation, consistent with the present study, reinforces the idea that social media marketing, when applied coherently and adapted to the needs of the business, can be a significant driver for growth and strengthening of market position.

On the other hand, the research by Bazán et al.(17) in Trujillo showed a positive impact of digital marketing on a company's positioning, with an extremely high Rho coefficient of 0.984. This indicates that digital platforms are not only preferred by consumers for receiving information about events and offers, but are also crucial for making reservations. This study complements the findings of the present thesis, emphasizing the importance of digital presence in consumer decision-making and brand positioning.

In the context of Tarapoto, the study by Delgado et al. (18) also found a significant and positive relationship between social media marketing and positioning (rho=0.933; p=0.000). This result underscores the need for companies to invest in knowledge and resources for social media marketing to improve their positioning. This finding is consistent with the present research, reinforcing the idea that social media marketing strategies are fundamental to business success in the current digital landscape.

From a theoretical perspective, Mason et al.(29) emphasize the importance of social networks as tools to communicate promotional messages, build relationships, and foster customer loyalty. Meanwhile, Yépez et al.(30) provide a detailed conceptualization of the positioning process, highlighting the need to define a target market, differentiate benefits, and follow strategic principles. These theoretical perspectives are consistent with the findings of the aforementioned studies, demonstrating that a strategic and well-executed approach in social media marketing can be decisive for successful market positioning.

In conclusion, the convergence of these studies and theories illustrates the growing importance and effectiveness of social media marketing in the positioning of companies. The consistency of results obtained in different contexts and regions reinforces the idea that social media marketing strategies are essential for business success in an increasingly digitalized environment. These findings provide guidance for companies seeking to improve their positioning in a competitive and constantly changing market.

In summary, from the researcher's perspective, social media marketing is a necessary tool for companies seeking to improve their market positioning. Its implementation must be strategic, adaptive, and well-integrated into the company's overall marketing plan to achieve the best results. Social networks offer a platform to interact with customers, build relationships, and improve brand perception, and their effective use can be a key differentiator in the current competitive market.

CONCLUSIONS

It was possible to determine the level of social media marketing maintained by Mypes in the travel agency sector in Tarapoto, with 58.8% of them placed at a high level because they have actively adopted marketing strategies on social networks, reflecting a growing recognition of the importance of social networks as key tools for reaching customers, promoting services, and building the brand. This is particularly relevant for building customer relationships, managing reputation, and offering personalized experiences, which may have motivated greater adoption of social media marketing. In turn, social media marketing has become an even more crucial tool in this context to reach customers effectively in a predominantly digital environment.

The level of positioning of Mypes in the travel agency sector in Tarapoto was measured; respondents indicated that 58.8% placed it at a high level. This is because these Mypes have been able not only to satisfy but also to exceed customer expectations in aspects such as service quality, customer experience, and overall value. This could indicate that they have developed distinctive offerings, personalized services, or notable experiences that resonate with their clientele. This includes adaptation to new technologies, responding to expectations of more sustainable or experiential tourism, and the ability to offer high-quality and personalized customer service.

The dimensions of social media marketing in the positioning of companies in the travel agency sector were determined, demonstrating that they significantly influence positioning because the bilateral sig. was less than 0.05; in addition, the correlation indices were high, accompanied by a positive r2. This is because they offer direct and versatile channels for customer interaction, allowing Mypes in the travel agency sector to communicate efficiently, promote their services, and build their brand in an interactive and dynamic environment. In turn, this is due to the capacity of these tools and strategies to build and maintain a solid online presence, interact and build relationships with the audience, and effectively promote their services in a highly competitive market. These activities not only increase the visibility of Mypes but also improve brand perception and strengthen their market positioning.

Finally, the influence of social media marketing on the positioning of travel agency companies was identified, because the correlation index was 0.866, demonstrating a high positive correlation; in addition, the r2 was 0.75, indicating a considerable influence of the variable on positioning. This implies that, although there are other factors that affect a company's positioning, social media marketing is a crucial component and has a significant impact. In an environment where customers increasingly seek information and experiences online, effective digital strategies are not merely complements but fundamental aspects for success and competitiveness in the travel agency sector. Social media, therefore, have become indispensable tools for the strategic positioning and success of these companies in today's market.

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