Impact of social media marketing on business positioning

Celki Mariela Hernandez Quispe, Lorena Teran Cotrina, Seidy Janice Vela Reátegui and Pierre Vidaurre Rojas

SAP Netnography, 2023

Abstract: Introduction: The study addressed the role of social media marketing as an essential element for business positioning in the digital era. It was noted that interaction with consumers, the creation of relevant content and the consolidation of emotional bonds strengthened the visibility and credibility of brands. It was also observed that both large companies and SMEs were able to take advantage of social platforms to increase their recognition and competitiveness, making social media marketing a key strategic tool.Development: The research analyzed showed that the implementation of coherent digital strategies had a positive and significant impact on positioning. In India and Turkey, Chatterjee and Kumar (2020) and Bora et al. (2020) demonstrated positive correlations (r between 0.45 and 0.57) between web tools and business positioning. In Latin America, studies such as those by González and Moreno (2020), Huamán (2020) and García (2021) confirmed that active management of social networks increased visibility and sales. In addition, recent works such as those of Bazán and Chuquino (2022) and Delgado and Hernández (2023) ratified the direct relationship between digital promotion and favorable brand perception. Taken together, AIDA, RACE and 4Cs theories provided conceptual frameworks that explained how digital strategies fostered conversation, community and collaboration.Conclusions: The study concluded that social media marketing was consolidated as a fundamental pillar for contemporary positioning. Active digital presence, content consistency and constant interaction were key to building a strong, differentiated and emotionally connected brand identity with the modern consumer.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:cwf:netart:net202335

DOI: 10.62486/net202335

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