Content Marketing and Customer Engagement in a Restaurant Chain in Lima – Peru (#1168)

Authors

Enciso Ylla, Samantha Abigail

Vasquez Rayme, Samir Alexis

Escalante Veliz, Alexis Christian

Abstract

Starting from the global pandemic, the power of social networks has experienced an unprecedented massive expansion, consolidating themselves not only as platforms for social interaction, but as decisive public spaces where the value of a corporate brand is built. This research aims to determine the relationship between content marketing and customer engagement in a restaurant chain in Lima - Peru, year 2025. Through a quantitative approach and correlational scope, a sample of 80 users was analyzed. The results show a moderate positive correlation (Rho = 0.562) with a significance level of p < 0.001. It is concluded that content marketing is a fundamental instrument for capturing and retaining customers in the digital environment.