Bibliographic citations
Romero, K., Torres, A. (2020). Marketing de contenido para mitigar el impacto de la COVID-19 en un concesionario automotriz peruano [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653989
Romero, K., Torres, A. Marketing de contenido para mitigar el impacto de la COVID-19 en un concesionario automotriz peruano [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/653989
@misc{renati/1288802,
title = "Marketing de contenido para mitigar el impacto de la COVID-19 en un concesionario automotriz peruano",
author = "Torres Reategui, Ariana Caridad",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
Social networks have established themselves as communication tools between businesses and consumers, as they are an easy and reliable way to investigate brands, products and services. By 2020, corporations' favorite digital platform to create brand recognition, promote themselves, and develop relationships with their consumers is Facebook. In this sense, companies are betting on differentiating themselves in this social network through content marketing, which consists of the creation of value content in order to capture and retain potential customers to induce them to buy. It is worth mentioning that this study was developed during the COVID-19 global pandemic. In addition, the objective of this research is to identify content marketing strategies developed between March and September 2020, employed on the Facebook fanpage of a Peruvian automotive dealership to achieve the objectives of the marketing area during the COVID-19 pandemic. For this case study, interviews were conducted with those responsible for managing the company’s content marketing strategies.The main findings of the study indicate that there are two key strategies: storytelling and the dissemination of value content. At the time of presenting this paper, the results of both actions have been positive and contributed to facing the economic crisis despite the slowdown of the automotive sector as a result of the global pandemic, taking into account that the purchase and maintenance of vehicles are not considered a necessity.
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