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

Franklin Cordova-Buiza, Pierre Eduardo Urteaga-Arias, José Antonio Coral-Morante

Research output: Contribution to journalOriginal Articlepeer-review

6 Scopus citations


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.

Original languageAmerican English
Article number631332
JournalIBIMA Business Review
StateIndexed - 2022
Externally publishedYes

Bibliographical note

Publisher Copyright:
Copyright © 2022. Franklin CORDOVA-BUIZA, Pierre Eduardo URTEAGA-ARIAS and José Antonio CORAL-MORANTE.


  • Social networks
  • customer acquisition
  • digital marketing


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