Content marketing, public relations in users of a Municipality in San Martin – Peru

Abstract

The present investigation was carried out with the objective determine the influence of content marketing on public relations with users of the Morales District Municipality, 2020. The research is of an applicative-type quantitative approach with a correlational descriptive scope because it evaluates the degree of association between two or more variables. The research design was non-experimental, cross-sectional because it was carried out without manipulating the variables. The total population was 20,525, composed of men and women of different ages, from 18 to 61 years old, in the investigation there was a sample of 377 users. For the content marketing variable, the instrument by the author Farromeque (2018) and the Public Relations variable proposed by the author Alcahuaman (2018) were used, both instruments were validated through expert judgment, their reliability was verified through Cronbach's Alpha 0.969 for the Content Marketing variable and 0.976 for Public Relations; which indicates that the reliability is good. The results show that if there is a significant relationship between content marketing and public relations with users (r = .905 **: p <0.00); It was concluded that the more content marketing the better the public relations.