Published September 25, 2022 | Version 2
Journal article Restricted

Estrategias para el posicionamiento de una marca en redes sociales

Authors/Creators

  • 1. Falom
  • 2. Confianza V&M Inmobiliaria

Description

Las redes sociales como herramienta esencial en la comunicación moderna juegan un rol estratégico en el marketing digital. Estas plataformas brindan oportunidades para que las empresas o negocios se den a conocer, mejoren su posición competitiva, creen valor de marca, fidelicen clientes o incrementen sus ventas. La presente investigación valora la importancia y beneficio del marketing en redes sociales para las empresas y negocios. A partir de un enfoque mixto, se analiza cualitativamente trabajos indexados en la base de datos Scopus, y se interpretan de manera cuantitativa para responder a las preguntas de investigación: ¿Cuáles estrategias se implementan o destacan en las investigaciones?, ¿Cuáles son las técnicas de recopilación de información enfocadas al posicionamiento de marca?, ¿Cuáles son los resultados más relevantes?, ¿Qué redes sociales se destacan? y ¿Qué tipo de publicaciones presenta mejores resultados? Los resultados evidencian que el boca a boca electrónico se conforma como la mejor estrategia de marketing en redes sociales, que el contenido resulta fundamental para obtener buenos resultados, a partir de la creatividad y la inclusión de imágenes, videos o fotografías atractivos. Se concluye que para una estrategia pueda ser efectiva debe tener en cuenta los objetivos de marketing, el público objetivo, la red social y sus formatos.

Abstract (English)

As an essential tool in modern communication, social networks play a strategic role in digital marketing. These platforms provide opportunities for companies or businesses to make themselves known, improve their competitive position, create brand value, build customer loyalty or increase sales. This research assesses the importance and benefits of social media marketing for companies and businesses. Based on a mixed approach, it qualitatively analyzes works indexed in the Scopus database, and interprets them quantitatively to answer the research questions: What strategies are implemented or stand out in the research, what methodologies are applied to find results, what are the most relevant results, what social networks stand out, and what type of publications show the best results. The results show that electronic word of mouth is the best marketing strategy in social networks, and that content is fundamental to obtain good results, based on creativity and the inclusion of attractive images, videos or photographs. It is concluded that for a strategy to be effective it must take into account the marketing objectives, the target audience, the social network and its formats.

Files

Restricted

The record is publicly accessible, but files are restricted to users with access.

Additional details

Additional titles

Translated title (English)
Strategies for the positioning of a brand in social networks

Identifiers

ISSN
2960-8317
DOI
10.61347/ei.v1i2.35

Dates

Submitted
2022-08-12
Recibido
Accepted
2022-09-10
Aceptado

References

  • Adeola, O., Hinson, R. E., & Evans, O. (2020). Social media in marketing communications: A synthesis of successful strategies for the digital generation. In B. George & J. Paul (Eds.), Digital transformation in business and society. Theory and cases (pp. 61-81). https://doi.org/10.1007/978-3-030-08277-2_4
  • Al-Shukri, B., Hammadi, I., & Mijbas, H. (2020). Impact of Strategic Scenario Planning on Marketing Competitive Strategies. Tourism and Leisure, 9(1), 1-22. https://n9.cl/jiljj
  • Ananda, A., Hernández-García, Á., & Lamberti, L. (2017). SME fashion brands and social media marketing: From strategies to actions. International Journal of Web Based Communities, 13(4), 468-498. https://www.inderscienceonline.com/doi/abs/10.1504/IJWBC.2017.089350
  • Bae, I. H., & Zamrudi, M. (2018). Challenge of social media marketing & effective strategies to engage more customers: selected retailer case study. International Journal of Business & Society, 19(3), 851-869. https://www.proquest.com/openview/716a8aa51bf2809454174d00e35cacb6/1?pq-origsite=gscholar&cbl=28871
  • Bazrkar, A., Hajimohammadi, M., Aramoon, E., & Aramoon, V. (2021). Effect of the Social Media Marketing Strategy on Customer Participation Intention in Light of the Mediating Role of Customer Perceived Value. Market-Tržište, 33(1), 41-58. https://doi.org/10.22598/mt/2021.33.1.41
  • Bhardwaj, D., & Bharadwaj, S. S. (2017, June). Understanding the Impact of Social Media on Marketing Strategies of Organizations in India. En Proceedings of the 2017 ACM SIGMIS Conference on Computers and People Research. https://doi.org/10.1145/3084381.3084394
  • Bodero, E., De Giusti, M., & Morales, C. (2022). Preservación digital a largo plazo: estándares, auditoría, madurez y planificación estratégica. Revista Interamericana de Bibliotecología, 45(2), 1-14. https://doi.org/10.17533/udea.rib.v45n2e344178
  • Carpio, A., Hancco, M., Cutipa, A., & Flores, E. (2019). Estrategias del marketing viral y el posicionamiento de marca en los restaurantes turísticos de la Región de Puno. Comuni@cción: Revista de Investigación en Comunicación y Desarrollo, 10(1), 70-80. https://doi.org/10.33595/2226-1478.10.1.331
  • Chen, H., Ma, D., & Wang, R. (2021). Chinese entrepreneurs' experience of social media marketing: perception, strategy and challenge. Journal of Research in Marketing and Entrepreneurship, 23(2), 365-386. https://doi.org/10.1108/JRME-06-2019-0055
  • Chen, Y. Harncharnchai, A., & Saeheaw, T. (2022, June). Social Media Marketing Strategy Framework of SMEs Using Customer Knowledge Management. In Joint International Conference on Digital Arts, Media and Technology with ECTI Northern Section Conference on Electrical, Electronics, Computer and Telecommunications Engineering (ECTI DAMT & NCON), 69-74. https://doi.org/10.1109/ECTIDAMTNCON53731.2022.9720386
  • Dubbelink, S. I., Herrando, C., & Constantinides, E. (2021). Social media marketing as a branding strategy in extraordinary times: Lessons from the COVID-19 pandemic. Sustainability, 13(18), 10310. https://doi.org/10.3390/su131810310
  • Fahmi, M. (2018). Social media marketing, functional branding strategy and intentional branding. Problems and Perspectives in Management, 16(3), 102-116. http://dx.doi.org/10.21511/ppm.16(3).2018.09
  • Jami-Pour, M., Hosseinzadeh, M., & Amoozad-Mahdiraji, H. (2021). Exploring and evaluating success factors of social media marketing strategy: a multi-dimensional-multi-criteria framework. Foresight-The journal of future studies, strategic thinking and policy, 23(6), 655-678. https://doi.org/10.1108/FS-01-2021-0005
  • Jiménez-Zarco, A. I., Clemente-Almendros, J. A., González-González, I., & Aracil-Jordà, J. (2021). Female Micro-Entrepreneurs and Social Networks: Diagnostic Analysis of the Influence of Social-Media Marketing Strategies on Brand Financial Performance. Frontiers in psychology, 12. https://doi.org/10.3389/fpsyg.2021.630058
  • Keegan, B., & Rowley, J. (2017). Co-creation in social media marketing strategy: re-evaluating the Agency-Client relationship, an extended abstract. In Marketing at the Confluence between Entertainment and Analytics: Proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress, 1331-1335. Springer International Publishing. https://doi.org/10.1007/978-3-319-47331-4_262
  • Khan, I., Dongping, H., & Wahab, A. (2016). Does culture matter in effectiveness of social media marketing strategy? An investigation of brand fan pages. Aslib Journal of Information Management, 68(6), 694-715. https://doi.org/10.1108/AJIM-03-2016-0035
  • Kotler, P., & Keller, K. L. (2006). Dirección de marketing, 12ed. Pearson Educación. https://n9.cl/uid6m
  • Kumar, V., & Raman, R. (2019). Marketing your Business School on Social Media: Analyzing Social Media Content for Adopting the Right Strategies. Journal of Computer Science, 15(9), 1256-1282. https://doi.org/10.3844/jcssp.2019.1256.1282
  • Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70. https://doi.org/10.1007/s11747-020-00733-3
  • Mishra, Y., & Singh, A. (2021). Identifying the factors of social currency for social media marketing strategy. South Asian Journal of Business Studies, 10(3), 305-321. https://doi.org/10.1108/SAJBS-01-2020-0022
  • Pham, P. H., & Gammoh, B. S. (2015). Characteristics of social-media marketing strategy and customer-based brand equity outcomes: a conceptual model. International Journal of Internet Marketing and Advertising, 9(4), 321-337. https://dx.doi.org/10.1504/IJIMA.2015.072885
  • Ponce-Andrade, J. E., Palacios-Molina, D. L., Solís-Cedeño, V. J., Villafuerte-Muñoz, W. O., Villamarín-Villota, W. H., & Álvarez-Cárdenas, C. A. (2020). El marketing digital y su impacto en el posicionamiento de la marca ciudad: Manta-Ecuador. Revista Científica FIPCAEC, 5(5), 27-59. https://fipcaec.com/index.php/fipcaec/article/view/184
  • Ramos, J. (2019). Marketing de influencers. XinXii.
  • Soegoto, E. S., & Utomo, A. T. (2019, November). Marketing Strategy Through Social Media. In IOP Conference Series: Materials Science and Engineering, 662(3), 032040. IOP Publishing. https://doi.org/10.1088/1757-899X/662/3/032040
  • Tavizón, M. (2019). El efecto del UGC, eWOM y Stars sobre la opinión online de las empresas. [Tesis doctoral, Universidad Autónoma de Aguascalientes]. Repositorio de la Universidad Autónoma de Aguscalientes. http://hdl.handle.net/11317/1774
  • Vieira, V. A., Severo de Almeida, M. I., Gabler, C. B., Limongi, R., Costa, M., & Pires da Costa, M. (2021). Optimising digital marketing and social media strategy: from push to pull to performance. Journal of Marketing Management, 38(7-8), 709-739. https://doi.org/10.1080/0267257X.2021.1996444
  • We Are Social. (2022). Digital 2022 Global Overview Report. https://wearesocial.com/es/blog/2022/01/digital-2022/
  • Yuniati, U., Hardi, N. M., & Primasari, I. (2021). Viral Marketing Strategies through Social Media of Interesting Visitor (Case Study Cafes Instagramable in Bandung). Journal of Physics: Conference Series, 1764(1), 012055. https://doi.org/10.1088/1742-6596/1764/1/012055