Impacto de las estrategias de comunicación en redes sociales en las pizzerías de Colombia: un estudio exploratorio
DOI:
https://doi.org/10.31637/epsir-2024-967Palabras clave:
Marketing digital, Redes sociales, Pizzerías, Estrategias de comunicación, Competitividad, Gastronomía, Colombia, Innovación tecnológicaResumen
Introducción: Este estudio examina la creciente influencia de las redes sociales en el marketing digital de pizzerías en Colombia, destacando su relevancia para mejorar la competitividad dentro del sector gastronómico. El objetivo principal es analizar y evaluar las estrategias de comunicación digital empleadas por estos establecimientos en medios sociales, además de proponer prácticas que potencien su competitividad en el mercado. Metodología: La investigación adopta un enfoque mixto, utilizando tanto métodos cualitativos como cuantitativos. Se examinaron los perfiles en redes sociales de 15 pizzerías seleccionadas con base en su rendimiento y presencia digital. Este análisis permite evaluar su desempeño en diversas plataformas y la efectividad de sus estrategias de comunicación en el entorno digital. Resultados: Los hallazgos revelan que el 80% de las pizzerías tienen una presencia activa en Facebook e Instagram, mientras que el 67% están presentes en Twitter, lo cual demuestra un compromiso significativo con estas plataformas. Adicionalmente, se identificó un uso extendido de aplicaciones móviles y herramientas de geolocalización, aunque se evidenció una notable brecha en la adopción de herramientas tecnológicas avanzadas. Discusión: La participación activa en redes sociales resulta crucial para la competitividad de las pizzerías, ya que incrementa su visibilidad y conecta directamente con los clientes. Sin embargo, la falta de adopción de tecnologías avanzadas limita el potencial de estas estrategias, resaltando la necesidad de una mayor inversión en innovación y capacitación digital. Conclusiones: El estudio concluye que una presencia activa y diversificada en redes sociales es esencial para sostener y mejorar la competitividad de las pizzerías en Colombia. Se recomienda la integración de nuevas tecnologías y un enfoque más estratégico en la gestión de relaciones con los clientes para fortalecer su posición en el mercado y responder mejor a las demandas del consumidor digital actual.
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