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Vivas, J., (2021). Análisis de la plataforma Tiendacerca.pe como estrategia de comunicación digital para fidelizar a los bodegueros [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/28322
Vivas, J., Análisis de la plataforma Tiendacerca.pe como estrategia de comunicación digital para fidelizar a los bodegueros [Tesis]. PE: Universidad Privada del Norte; 2021. https://hdl.handle.net/11537/28322
title = "Análisis de la plataforma Tiendacerca.pe como estrategia de comunicación digital para fidelizar a los bodegueros",
author = "Vivas Melitón, Josseline Marjorie Jeshua",
publisher = "Universidad Privada del Norte",
year = "2021"
The main objective of this research is to analyze the digital communication strategy of the virtual platform Tiendacerca.pe developed for winemakers by the beer company Backus, thanks to the evolution of Information and Communication Technologies (ICT). On this website, winemakers have the option of becoming users to sell their essential products, using the tools that allow it to generate economic income for them. Likewise, we will identify if the actions and procedures that the company have taken have strengthened the relationship with them, achieving loyalty. On the other hand, we will approach sustainable development with a new look for small businesses, since it is only associated with caring for the environment or biodegradable products. Finally, we also want to investigate whether sales trends through digital channels have allowed the participation of winemakers to adapt to new businesses due to digital convergence and have been able to keep their economy stable during the pandemic in 2020.
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