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 3 publications

(1 citation statement)

References 34 publications

(92 reference statements)

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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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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

View full text Add to dashboard Cite

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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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The Future of Tamaulipas MSMEs after COVID-19: Intention to Adopt Inbound Marketing Tools

et al. 2022

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Since the emergence of COVID-19, the interruption of non-core activities negatively affected the entire world economy so that companies in emerging countries had to adapt to the “new reality” by seeking new business alternatives. The objective of this study is to determine the intention of Tamaulipas MSMEs to adopt inbound marketing tools based on the Technology Acceptance Model (TAM), considering the variables of attitudes, trust, and perceived technological risk. The proposed model was analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. A sample of 310 companies from the state of Tamaulipas was obtained. The results showed that perceived usefulness, trust, attitude, and word of mouth (WOM), were the variables that most influence the intention to adopt inbound marketing tools and, on the contrary, perceived ease and perceived risk were not significant. This demonstrates that adding new variables to the TAM model improves the predictive power of intention with respect to the adoption of new technology, providing a picture of the behavior of companies seeking to continue growing, despite the lags left by the COVID-19 pandemic.

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

Cited by 3 publications

References 34 publications

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

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

Analysis of the solidarity economy in rural tourism

The Future of Tamaulipas MSMEs after COVID-19: Intention to Adopt Inbound Marketing Tools

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