Social Media Management and Its Relationship with the Positioning of SMEs in the Real Estate Sector in Metropolitan Lima, 2025

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Published: Jul 15, 2026
Keywords:
Social media management, business positioning, SMEs, real estate sector, digital marketing Gestión de redes sociales, posicionamiento empresarial, PYMES, sector inmobiliario, marketing digital

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Julio Emilio Pazos Quispe
Universidad Nacional Mayor de San Marcos, Lima, Perú
Victor Hugo Fernández Bedoya
Universidad César Vallejo
http://orcid.org/0000-0002-2464-6477

Abstract

The present study aimed to determine the relationship between social media management and business positioning in SMEs within the real estate sector in Metropolitan Lima during 2025. The scope of the research was correlational, focused on analyzing the association between both variables and their dimensions: differentiation, customer loyalty, and customer satisfaction. The methodology adopted a quantitative approach, applied type, with a non-experimental and cross-sectional design. The population consisted of 120 SMEs, from which a sample of 77 representatives was obtained. Data collection was carried out באמצעות a Likert-scale questionnaire, validated through expert judgment and demonstrating high reliability (α > 0.96). Data analysis included descriptive statistics, the Kolmogorov-Smirnov normality test, and Spearman’s rho coefficient. The results revealed a positive and statistically significant relationship between social media management and business positioning (ρ = 0.569; p < 0.05). Additionally, significant correlations were found with the dimensions of differentiation, customer loyalty, and customer satisfaction. It was concluded that effective social media management significantly contributed to strengthening business positioning, establishing itself as a key strategic tool in a competitive digital environment

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How to Cite
Pazos Quispe, J. E. ., & Fernández-Bedoya, V. H. (2026). Social Media Management and Its Relationship with the Positioning of SMEs in the Real Estate Sector in Metropolitan Lima, 2025. Espí­ritu Emprendedor TES, 10(3), 53–76. Retrieved from https://www.espirituemprendedortes.com/index.php/revista/article/view/475
Issue
Vol. 10 No. 3 (2026): ESPÍRITU EMPRENDEDOR TES
Section
Articles
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Author Biographies

Julio Emilio Pazos Quispe, Universidad Nacional Mayor de San Marcos, Lima, Perú

De nacionalidad peruana, es licenciado en Administración de Turismo y magíster en Administración con mención en Gestión de Empresas por la Universidad Nacional Mayor de San Marcos. Posee un Máster en Gestión de Riesgos por la Universidad Antonio de Nebrija (España). Se desempeña como Administrador Comercial en Inmobiliaria Alhambra S.A.C. Sus líneas de investigación incluyen gestión empresarial, marketing digital y posicionamiento de pymes inmobiliarias.

Victor Hugo Fernández Bedoya, Universidad César Vallejo

Researcher in Business and Educational Sciences.
Thesis advisor at Universidad César Vallejo (Peru) and Universidad Nacional Mayor de San Marcos (Peru). International lecturer in scientific events related to his field of study.
He is certified as a researcher by Consejo Nacional de Ciencia, Tecnología e Innovación Tecnológica (CONCYTEC - Peru), and has published more than 20 scientific articles in indexed journals of academic institutions located in China, Taiwan, Indonesia, India, Slovakia, Paraguay, Ecuador and Peru.
He holds a Bachelor's degree in International Business Administration, a degree in Statistics for Research, as well as a Master's degree in Costs and Budgets and a Doctorate in Administration. He is currently in the last year of study in the Accounting and Finances degree. 

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