Positioning of Honduran companies in youth from San Pedro Sula through social networks

Abstract

This study investigates the behavior of young Hondurans from San Pedro Sula in regards to the use of social networks and positioning of companies whose services or products are devoted to it, in order to give these companies information that will improve their access to the youth market. The research findings are the result of a survey applied to three hundred eighty four people between the ages of fifteen and twenty-four years old, during the month of September, with a 0.799 reliability based on Cronbach's alpha. The vast majority of young “sampedranos” use non-traditional electronic media, have internet all the time, use social networks and are willing to receive advertising through them. However, these youths have scarce knowledge of Honduran companies whose services or products are devoted to them and, even lower, of which Companies are interacting with them through social networks. This study provides information that will help the success of advertising by Honduran companies targeting youths.

Innovare. Vol. 4 Num. 1 (2015) 87 – 97