Facebook Advertising and customer perception, in the Idania’s closet store, Estelí Nicaragua. 2018

Abstract

The social network Facebook was studied as a management tool used in the clothes selling shop Idania’s Closet, in the city of Estelí, in 2018. Clothing stores are one of the most dynamic business sectors in this city, and social networks represent a more fluent communication opportunity with customers, being Facebook the social network with the highest incidence in Nicaragua. The business advertising strategy was valued, which was based on: sales boost and the increase in customer number. We analyzed the perception of customers, who valued the advertising message through Facebook, as excellent. Advertising through Facebook showed that 57% of respondents made from 1 to 3 purchases and 16% more than four purchases. To improve the use of Facebook as a marketing tool, we propose the improvement of strategies such as: Increase brand penetration, encourage the participation of followers, develop and program a content marketing, train the administrator of the page, follow-up of the target audience, anticipate competition and market risks.