Citas bibligráficas
Chavez, V., (2022). Estrategias de marketing digital en el Facebook de una empresa de retail del Perú entre los años 2021 y 2022 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/33927
Chavez, V., Estrategias de marketing digital en el Facebook de una empresa de retail del Perú entre los años 2021 y 2022 [Tesis]. PE: Universidad Privada del Norte; 2022. https://hdl.handle.net/11537/33927
@misc{renati/403425,
title = "Estrategias de marketing digital en el Facebook de una empresa de retail del Perú entre los años 2021 y 2022",
author = "Chavez Pimentel, Victor Hugo",
publisher = "Universidad Privada del Norte",
year = "2022"
}
Since the internet revolution, brands have adapted to new forms of communication. In the 21st century, it is common for brands to relate to their audiences through social networks. In this sense, the objective of the research was to analyze the digital marketing strategies that the Tottus Peru supermarket used on Facebook between 2021 and 2022. For this, a qualitative, descriptive approach was developed through the technique of observation to five videos published on the brand's fan page in 2021 and five videos in 2022. The results indicate that the messages focused on the family and Peruvian nationalism, where the strategies seek to indirectly reach the consumer through recipes, health campaigns, low prices accompanied by famous people and with high resolution videos, vivid colors, with adequate contrast and volume. In this sense, the research opens a path to develop new research that deepens the study of digital marketing in retail stores.
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