Vinculación emocional hacia la marca  y marketing digital como estrategia  de éxito en tiempos de covid-19

Verónica Baena Graciá

doi:10.51302/marketing.2022.3497

Autores/as

Verónica Baena Graciá Catedrática de Marketing. Universidad Europea de Madrid (España) https://orcid.org/0000-0002-4641-591X

DOI:

https://doi.org/10.51302/marketing.2022.3497

Palabras clave:

amor a la marca, marketing digital, página web, Facebook, Instagram, Twitter, covid-19

Resumen

Este trabajo ha obtenido un accésit en el Premio Estudios Financieros 2022 en la modalidad de Marketing y Publicidad.

La pandemia de la covid-19 ha originado una crisis económica global sin precedentes. Todos los sectores de actividad se han visto afectados y se han enfrentado a serias amenazas financieras. Por este motivo, en un contexto de restricciones físicas durante la crisis de la covid-19 (confinamiento y nueva normalidad), es necesario analizar la idoneidad de enfatizar el uso de una estrategia de marketing digital como herramienta de comunicación a los consumidores. Mediante una investigación mixta basada en la combinación de un análisis cuantitativo (encuesta y posterior análisis econométrico) y cualitativo (grupo de discusión), este artículo pretende identificar el papel de la web, app y redes sociales de la compañía en la creación de un vínculo emocional hacia la marca.

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