La marca personal genera engagement dentro de una marca empresarial
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Authors
Coletti Rojas, FrancescaIssue Date
2020-11-11Keywords
Marca personalMarca empresarial
Redes sociales
Engagement
Personal brand
Business brand
Social media
Metadata
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Personal branding generates engagement within a business brandAbstract
El Internet permitió que las microempresas compitieran en el mercado con las empresas de mayor prestigio, dándoles accesibilidad para conectar de una manera más rápida y efectiva con sus consumidores. Las microempresas se centran en este medio y buscan siempre innovar para seguir conectando con el cliente. El objetivo de la investigación es examinar la marca personal como estrategia comunicacional que permite a las microempresas generar engagement con los consumidores El empresario se conecta con su público objetivo de manera emocional al relacionar la empresa con su propio estilo de vida generando mayor credibilidad y confianza para la empresa. La metodología que se utilizó fue cualitativa, en la cual se realizó un análisis de contenido en redes sociales a través de los comentarios de publicaciones de la compañía Dulce Compañía dedicada a la venta de papelería. Comenzó como empresa digital y fue expandiéndose colocando módulos en los distintos centros comerciales y actualmente cuenta con una tienda. Se analizó el engagement de sus consumidores a través de sus comentarios en su cuenta de Instagram, fue de esta manera que hallamos el tipo de engagement que genera la marca Dulce Compañía, basándose en una conexión emocional con sus clientas al sentirse identificadas con los gustos y preferencias que la dueña muestra a través de la cuenta de Instagram de la empresa.The Internet allowed micro-companies to compete in the market with the most prestigious companies, giving them accessibility to connect more quickly and effectively with their consumers. Digital marketing had different strategies according to their approach to generate sales. Micro-enterprises focused on this medium and always sought to innovate to continue connecting with the customer. The objective of this research is to examine personal branding as a communication strategy that allows micro-businesses to generate engagement with consumers. The entrepreneur connects with his target audience emotionally by relating the company to his own lifestyle, generating greater credibility and trust for the company. The methodology to be used will be qualitative, in which an analysis of content on social networks will be carried out through the comments of publications of the company Dulce Compañía, which is based on the sale of stationery that began as a digital company and expanded, Placing modules in the different shopping malls and currently having a store, the engagement of its consumers will be analyzed through their comments on their Instagram account.sale of stationery that started as a digital company and expanded by placing modules in different shopping centers and currently has a store, the closeness of its consumers will be analyzed through their comments on their Instagram account, It was in this way that we found the type of commitment that the Dulce Compañía brand generates, identified in an emotional connection with its customers by feeling identified with the tastes and modifications that the owner shows through the company's Instagram account.
Type
info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/openAccessAttribution-NonCommercial-ShareAlike 4.0 International
Language
spaCollections
The following license files are associated with this item:
- Creative Commons