Estrategias de Comunicación de las Microcerveceras: La Influencia de Medios Digitales en los Consumidores de Cerveza Artesanal en Mexicali, Baja California, México

Abstract

OBJECTIVE: To evaluate the communication strategies of 7 craft breweries in Mexicali, Baja California; Mexico, which are based on the use and promotion on social networks, emails, web pages, or audiovisual content platforms. MATERIAL AND METHOD: Through a survey, the perception of its clients was measured and examined through an exploratory factor analysis to extract the factors that make it up, corroborate the independence between them and explain the greatest amount of variance. RESULTS: Three factors were formed that make up the communication strategy of microbreweries: development of loyalty, proximity to the consumer and presence on social networks. These describe the presence, frequency of use of digital media and the reach of the brand through interaction with craft beer consumers. CONCLUSIONS: It is highlighted that there is little proximity to the consumer in digital media and companies do not have a defined communication strategy and use the various media interchangeably, without knowing the reach of each one.