La conciencia de marca en redes sociales: impacto en la comunicación boca a boca

León, Cristian Alejandro Rubalcava de; Tovar, Yesenia Sánchez; Sánchez-Limón, Mónica-Lorena

doi:10.18046/j.estger.2019.152.3108

Cited by 6 publications

(6 citation statements)

References 34 publications

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“…The main strategy of rural tourism is to preserve family heritage, compensate for the decline in agricultural income and diversify the rural economy [26,27]. Likewise, rural tourism continues to be a good practice because it reflects social and environmental benefits [2].…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Analysis of the solidarity economy in rural tourism

Mora-Forero,

Nieto-Mejia

2023

DYNA

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This article analyzes the development of rural community-based tourism from a case study in the municipality of Sibaté in the department of Cundinamarca, Colombia. The objective of this article is to identify the success factors that determine tourism development in the rural territory, its relationship with the communities and territorial appropriation. The methodological horizon was structured from a mixed approach and the case study was used as a method; in-depth interviews were conducted and the analysis process was supported by the grounded theory of the data. The results show that the determining factors in the development of tourism are community empowerment, recognition of the symbolic value of local resources and community-based organization. It is concluded that the "Sibatenado" tourism initiative succeeded in activating the multifunctionality of the rural territory, overcoming the traditional productive vision and potentiating the possibilities of revaluing the rural territory.

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Section: Theoretical Frameworkmentioning

confidence: 99%

Analysis of the solidarity economy in rural tourism

Mora-Forero,

Nieto-Mejia

2023

DYNA

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“…Esto tiene concordancia con una investigación de Rubalcava et. al [15], quienes encontraron que el 96.63% de la totalidad de la muestra afirmó haber visto publicidad mientras que el restante 3.37% discrepó y reconoció que nunca ha observado publicidad de marcas de consumo (comida rápida) en redes sociales. Asimismo, dentro de la contextualización teórica, las redes sociales permiten revisar y evaluar los flujos de ideas, determinar los problemas existentes en el intercambio de conocimiento e implementar cambios para promover y mejorar la colaboración en las organizaciones García, et.…”

Section: Discusionesunclassified

“…Y la asociación entre las redes sociales y la dimensión consistencia de Linda Shoes se detalla que, existe una relación positiva moderada fuerte (rho=0.498) y estadísticamente significativa (p<0.01) con influencia de un R²=0.3529. No obstante, Rubalcava et al [15] precisan que el 96,63% de la totalidad de la muestra afirmó haber visto publicidad, mientras que el restante 3,37% discrepó y reconoció que nunca ha observado publicidad de marcas de consumo (comida rápida) en redes sociales. Ahora bien, desde el punto de vista teórico, Recio y Barrie [12] señalan que un posicionamiento correcto sigue siendo un factor clave hoy en día para construir marcas y añadir valor a la empresa presentando consistencia.…”

Section: Discusionesunclassified

Influence of social networks on the brand positioning of Linda Shoes, Trujillo-Peru

Valle Colchao,

López Escobedo,

Barinotto Roncal

2023

Proceedings of the 21th LACCEI International Multi-Conference for Engineering, Education and Technology (LACCEI 2023): “Leaders

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The objective of this study was to investigate the impact of social media on the brand positioning of Linda Shoes in Trujillo city in 2022. A quantitative approach with a nonexperimental cross-sectional and correlational design methodology was used. The target population was 2,134 clients, and a sample of 237 women over 15 years old who reside in Trujillo, actively use social media, and have made at least two online purchases this year was selected. A Likert scale survey questionnaire was utilized, and the internal consistency of the social media (0.922) and brand positioning (0.964) constructs were assessed using Cronbach's Alpha. The results indicated a moderate positive relationship between social media and brand positioning, as evidenced by the Spearman Rho correlation coefficient (0.505), Chi-square coefficient (x²=73.286), and a significance test (p<0.01). Therefore, it can be concluded that social media has a significant influence on the brand positioning of Linda Shoes in Trujillo city.

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“…The quality of information on social media has a positive effect on brand awareness. By building a strong presence on social networks, neighborhood stores attract new customers and increase sales (Rubalcava de León et al, 2019).. In addition, the use of social networks as a communication and marketing channel allows companies to establish direct communication with customers, providing answers to queries and personalized service.…”

Section: Introductionmentioning

confidence: 99%

Social media as a means of communication and marketing in neighborhood stores, Guayaquil

Herrera Rivas,

Ortiz Luzuriaga,

Ortiz Chimbo

et al. 2023

JBES

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The Covid-19 pandemic has negatively impacted the commercial context of neighborhood stores, uncovering a regrettable change in consumer behavior when purchasing goods or services. This study focuses on how digital communication tools can improve the marketing strategies of neighborhood stores located in northern Guayaquil. A descriptive study was conducted using both qualitative and quantitative methods, surveying merchants and consumers in the Alborada, Vergeles and Paraíso de la Flor sectors. The target population was 1200, with a representative sample size of 350. In addition, 30 store owners were interviewed. The findings indicate that cell phones and social networking platforms such as WhatsApp Business are essential to establish daily communication with customers and suppliers. In addition, store owners should be trained on digital platforms to form strategic alliances with major brands and government entities to address this issue.

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La conciencia de marca en redes sociales: impacto en la comunicación boca a boca

Cited by 6 publications

References 34 publications

Analysis of the solidarity economy in rural tourism

Analysis of the solidarity economy in rural tourism

Influence of social networks on the brand positioning of Linda Shoes, Trujillo-Peru

Social media as a means of communication and marketing in neighborhood stores, Guayaquil

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