Estrategias de branding en las redes sociales

Martin Luther Jones Grinard

doi:10.56880/experior32.2

Autores/as

Martin Luther Jones Grinard Universidad de Panamá Autor/a https://orcid.org/0000-0001-8722-8742

DOI:

https://doi.org/10.56880/experior32.2

Palabras clave:

branding digital, redes sociales, estrategias de marketing, contenido emocional, influencers

Resumen

Este artículo se centró en identificar estrategias de branding efectivas para el contenido de marketing en redes sociales. En la introducción se destaca la importancia del branding digital y su impacto en la visibilidad y lealtad de los consumidores. El estudio, de naturaleza aplicada y cualitativa, utilizó un enfoque descriptivo-explicativo para analizar casos documentales y teorías relevantes, adoptando un método deductivo. Se revisaron diversas estrategias y se escogieron tres el análisis de identidad de marca, la creación de contenido emocional, y la colaboración con influencers. Los resultados evidenciaron que una identidad de marca sólida y coherente, junto con un contenido emocionalmente llamativo y asociaciones estratégicas con influencers, funcionan para mejorar la percepción de marca. En las conclusiones se recomendó a las marcas invertir en la consolidación de su identidad, crear contenido que conecte emocionalmente, y establecer colaboraciones auténticas para mejorar la presencia en las redes sociales.

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