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The use of virtual platforms, especially social networks, has changed the way of promoting and disseminating both brands and products in the world. This has generated the need for companies to efficiently manage their participation in them. However, it is important to analyze whether these publications are contributing to the development of a digital identity that strengthens the positioning of brands. This study analyzes the specific content, published on Facebook, Instagram, YouTube, Twitter, LinkedIn, by the 10 fast-food restaurants with the highest growth in sales during 2018, according to the 2019 Standard Sector Report, prepared by the portal the nota.com. For the analysis, the following variables were taken: Images, news, videos, opinions, guides and sales promotion. The results show that the majority of the samples has an adequate handling of the contents and these contribute to their business growth. Participation in YouTube and LinkedIn was found as opportunities for improvement, as well as the development of content such as news and opinions.
| Código institucional | PROD-2026-0022 |
| DOI | 10.34893/na8w-qb04 ↗ |
| ISBN | 978-958-52636-8-0 |
| Editorial | EIDEC |
| Ranking MinCiencias | — |
| Idioma | ES |
| URL oficial | chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://www.editorialeidec.com/wp-content/uploads/2020/07/ANALISIS-DE-CONTENIDOS-DIGITALES-Y-SU-CONTRIBUCION-A-LA-IDENTIDAD-A-TRAVES-DE-RED.pdf ↗ |
| Grupo(s) | Sinergia digit@l (COL0151911) |
| Línea de investigación | Marketing Digital, Analítica y Comportamiento del Consumidor |
| Programa | Administración y Dirección de Empresas |
| Área OCDE | Ciencias Sociales · Otras ciencias sociales |
| URI Minerva | https://www.redsummaeducation.education/minerva/item/23 |
Camilo Mauricio Grillo Torres, Luisa Alejandra Rojas Melo, Daniel Alfredo Ramirez Zarama, Nuria Segovia García, Ruby Lorena Carrillo Barbosa (2020). Análisis de los contenidos digitales y su contribución a la identidad a través de redes sociales de los restaurantes de comidas rápidas en la ciudad de Bogotá. https://doi.org/10.34893/na8w-qb04
@article{CamiloMauricioGrilloTorres2020,
title = {Análisis de los contenidos digitales y su contribución a la identidad a través de redes sociales de los restaurantes de comidas rápidas en la ciudad de Bogotá},
author = {Camilo Mauricio Grillo Torres and Luisa Alejandra Rojas Melo and Daniel Alfredo Ramirez Zarama and Nuria Segovia García and Ruby Lorena Carrillo Barbosa},
year = {2020},
doi = {10.34893/na8w-qb04},
url = {https://www.redsummaeducation.education/minerva/item/23}
}