Red social Facebook como herramienta de marketing en micro, pequeñas y medianas empresas
Palabras clave:
Facebook, intensidad, riqueza, capacidad de respuesta, marketing digital
Resumen
El objetivo de la investigación fue analizar los esfuerzos de empresas para utilizar la red social Facebook. Se utilizaron datos de 60 micro, pequeñas y medianas empresas (en lo sucesivo mipymes) de los sectores económicos: Restaurantes, Boutiques, Refaccionarias e Imprentas en Ciudad (Cd.) Victoria Tamaulipas, México. Como indicadores de los esfuerzos en Facebook se determinaron tres variables: intensidad, riqueza y capacidad de respuesta. La metodología fue descriptiva y el tipo de muestreo fue por conveniencia, atendiendo al criterio de que las empresas tuvieran activo su perfil en Facebook desde hace 5 años o más La recolección de los datos se hizo de las páginas de Facebook de las 60 empresas durante dos periodos, una primera fase (del 1 de marzo de 2018 al 31 de julio de 2018) y en una segunda fase (del 1 de septiembre del 2018 al 28 de febrero de 2019). Los resultados mostraron un nivel de intensidad de mercadotecnia digital poco desarrollado, una circunstancia que sugiere fortalecer y fomentar el uso de la red social mediante una capacitación adecuada y un enfoque operativo para elevar la intensidad, la riqueza y la capacidad de respuesta de las actividades de comunicación de mercadotecnia realizadas a través de facebook de estas empresas.
Citas
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Larkin, J. H. & Simon, H. (1987). Why a diagramis (sometimes) worth ten thousand words. Cognitive Science, 11(1), 65–100. https://doi.org/10.1016/S0364-0213(87)80026-5
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Luo, X., & Zhang, J. (2013). How Do Consumer Buzz and Traffic in Social Media Marketing Predict the Value of the Firm? Journal of Management Information Systems, 30(2), 213-238. https://doi.org/10.2753/MIS0742-1222300208
Mangold, W., & Faulds, D. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 351-365. https://doi.org/10.1016/j.bushor.2009.03.002
Miller, Amalia R.& Tucker, Catherine (2013). Active Social Media Management: The Case of Health Care. Information Systems Research, 24(1), 52-70. https://www.jstor.org/stable/42004269
Moro, S., Rita, P., & Vala, B., (2016). Predicting social media performance metrics and evaluation of the impact on brand building: A data mining approach. Journal of Business Research, 69(9), 3341–3351. https://doi.org/10.1016/j.jbusres.2016.02.010
Öztamur, D., & Karakadılar, İ. S. (2014). Exploring the Role of Social Media for SMEs: As a New Marketing Strategy Tool for the Firm Performance. Procedia - Social and Behavioral Sciences, 150(15) 511-520. https://doi.org/10.1016/j.sbspro.2014.09.067
Paniagua, J., & Sapena, J. S. (2014). Business performance and social media: Love or hate? Bus. Horiz., 57(6), 719-728. https://doi.org/10.1016/j.bushor.2014.07.005
Park, Ok-Ch. & Hopkins, R. (1992). Instructional conditions for using dynamic visual displays: a review. Instructional Science, 427-449. https://link.springer.com/article/10.1007/BF00118557
Rishika, R., Kumar, A., Janakiraman, R., & Bezawada, R. (2013). The Effect of Customers’ Social Media Participation on Customer Visit Frequency and Profitability: An Empirical Investigation. Information Systems Research, 24(1), 108-127. https://doi.org/10.1287/isre.1120.0460
Sánchez Limón, M. L., & De la Garza Cárdenas, M. H. (2018). Tecnologías de información y desempeño organizacional de las pymes del noreste de México. Revista Venezolana De Gerencia, 23(82), 298-313. https://doi.org/10.37960/revista.v23i82.23750
Sawhney, M., Verona, G., & Prandelli, E. (2005). Collaborating to create: The Internet as a platform for customer engagement in product innovation. Journal of interactive marketing, 19(4), 4-47. https://doi.org/10.1002/dir.20046
Thompson, S., & Sinha, R. (2008). Brand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty. Journal of Marketing, 72(6), 65-80. https://doi.org/10.1509/jmkg.72.6.065
Tirunillai, S., & Tellis, G. (2012). Does Chatter Really Matter? Dynamics of User-Generated Content and Stock Performance. Marketing Science, 31(2), 198-215. https://www.jstor.org/stable/41488019
Vlachvei, A., & Notta, O. (2015). Greek Food Manufacturing Firms’ Social Media Efforts: Evidence from Facebook. Procedia - Social and Behavioral Sciences, 308-313. https://doi.org/10.1016/j.sbspro.2015.01.1205
Weber, L. (2011). A Comprehensive Digital Business Strategy for the Social Media Era. John Wiley & Sons inc.
Yang, M., Ren, Y., & Adomavicius, G. (2019). Understanding User-Generated Content and Customer Engagement on Facebbok Business Pages. Information Systems Research, 1-17. https://doi.org/10.1287/isre.2019.0834
Aucay Piedra, E., y Herrera Torres, P. (2017). Nivel de uso de las redes sociales en el proceso de comunicación en las MIPES de Cuenca. Retos, 7(14). https://doi.org/10.17163/ret.n14.2017.04
Chung, S., Animesh, A., Han, K., and Pinsonneault, A. (2020). Financial Returns to Firms’ Communication Actionson Firm-Initiated Social Media: Evidence from Facebook Business Pages. Information Systems Research, 1-28. https://doi.org/10.1287/isre.2019.0884
Daft, R. (2011). Organization Theory and Design. 10ma. Ed. Cengage Learning Editores.
Dellarocas, C. (2006). Strategic manipulation of Internet opinion forums: Implications for consumers and firms. Management Science, 52(10), 1577-1593. https://doi.org/10.1287/mnsc.1060.0567
Diario Oficial de la Federación (25 de junio de 2009). ABcuerdo por el que se establece la estratificación de las micro, pequeñas y medianas empresas. México, D.F., México. https://www.economia.gob.mx/files/marco_normativo/A539.pdf
Dokyun, L., Kartik, H., & Harikesh, S. N. (2018). Advertising Content and Consumer Engagementon Social. Management Science, 1-27. https://doi.org/10.1287/mnsc.2017.2902
Emerson, M. F. (2012). Social media marketing from A to Z. The New York Times. https://boss.blogs.nytimes.com/2012/12/07/social-media-marketing-from-a-to-z/
Escuela de Negocios de la Innovación y los Emprendedores IEBS (2020). Las Redes Sociales más utilizadas: cifras y estadísticas. https://www.iebschool.com/blog/medios-sociales-mas-utilizadas-redes-sociales/
Galati, A., Crescimanno, M., Tinervia, S., & Fagnani, F., (2017). Social media as a strategic marketing tool in the Sicilian wine industry: Evidence from Facebook. Wine Economics and Policy, 6(1), 40-47. https://www.sciencedirect.com/science/article/pii/S2212977417300054
Godes, D., & Mayzlin, D. (2009). Firm-Created Word-of-Mouth Communication: Evidence from a Field Test. Marketing Science, 28(4), 721-739. https://msbfile03.usc.edu/digitalmeasures/mayzlin/intellcont/godes_mayzlin_09-1.pdf
Goh, K. Y., Heng, C.-S., and Lin, Z. (2012). Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content. Information Systems Research, 24(1). http://dx.doi.org/10.2139/ssrn.2048614
Hennig-Thurau, T., Malthouse, E., Friege, Ch., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The Impact of New Media on Customer Relationships. Journal of Service Research, 13(3), 311-330. https://doi.org/10.1177/1094670510375460
Hoffman, D., & Fodor, M. (2010). Can You Measure the ROI of Your Social Media Marketing? MIT Sloan Manag., 52(1), 41-49. https://sloanreview.mit.edu/article/can-you-measure-the-roi-of-your-social-media-marketing/
Hong, Y. J., Shin, D., & Kim, J. H. (2016). High/low reputation companies dialogic communication activities and semantic networks on Facebook: A comparative study. Technological Forecasting and Social Change, Elsevier, 110(C), 78-92. https://ideas.repec.org/a/eee/tefoso/v110y2016icp78-92.html
Instituto Leonardo Bravo A.C. iLB. (2021). ¿Cuáles son las redes sociales más utilizadas en México en 2021? https://ilifebelt.com/redes-sociales-mas-utilizadas-en-mexico-en-2021/2020/11/
Instituto Nacional de Estadística, Geografía e Informática INEGI. (2019). Resultados de la Encuesta Nacional sobre Productividad y Competitividad de las Micro, Pequeñas y Medianas Empresas (ENAPROCE) 2018. https://www.inegi.org.mx/contenidos/saladeprensa/boletines/2019/especiales/ENAPROCE2018.pdf
Karjaluoto, H., Mäkinen, H., & Järvinen, J. (2015). A Firm’s Activity in Social Media and Its Relationship with Corporate Reputation and Firm Performance. 28 th Bled eConference. https://bit.ly/2TiNHVq
Kietzmann, J., Hermkens, K., McCarthy, I. P., & Silvestre, B. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251. https://doi.org/10.1016/j.bushor.2011.01.005
Larkin, J. H. & Simon, H. (1987). Why a diagramis (sometimes) worth ten thousand words. Cognitive Science, 11(1), 65–100. https://doi.org/10.1016/S0364-0213(87)80026-5
Latorre, M. (2018). Historia de las Web 1.0, 2.0, 3.0 y 4.0. Santiago de Surco: Universidad Marcelino Champagnat. https://umch.edu.pe/arch/hnomarino/74_Historia%20de%20la%20Web.pdf
Luo, X., & Zhang, J. (2013). How Do Consumer Buzz and Traffic in Social Media Marketing Predict the Value of the Firm? Journal of Management Information Systems, 30(2), 213-238. https://doi.org/10.2753/MIS0742-1222300208
Mangold, W., & Faulds, D. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 351-365. https://doi.org/10.1016/j.bushor.2009.03.002
Miller, Amalia R.& Tucker, Catherine (2013). Active Social Media Management: The Case of Health Care. Information Systems Research, 24(1), 52-70. https://www.jstor.org/stable/42004269
Moro, S., Rita, P., & Vala, B., (2016). Predicting social media performance metrics and evaluation of the impact on brand building: A data mining approach. Journal of Business Research, 69(9), 3341–3351. https://doi.org/10.1016/j.jbusres.2016.02.010
Öztamur, D., & Karakadılar, İ. S. (2014). Exploring the Role of Social Media for SMEs: As a New Marketing Strategy Tool for the Firm Performance. Procedia - Social and Behavioral Sciences, 150(15) 511-520. https://doi.org/10.1016/j.sbspro.2014.09.067
Paniagua, J., & Sapena, J. S. (2014). Business performance and social media: Love or hate? Bus. Horiz., 57(6), 719-728. https://doi.org/10.1016/j.bushor.2014.07.005
Park, Ok-Ch. & Hopkins, R. (1992). Instructional conditions for using dynamic visual displays: a review. Instructional Science, 427-449. https://link.springer.com/article/10.1007/BF00118557
Rishika, R., Kumar, A., Janakiraman, R., & Bezawada, R. (2013). The Effect of Customers’ Social Media Participation on Customer Visit Frequency and Profitability: An Empirical Investigation. Information Systems Research, 24(1), 108-127. https://doi.org/10.1287/isre.1120.0460
Sánchez Limón, M. L., & De la Garza Cárdenas, M. H. (2018). Tecnologías de información y desempeño organizacional de las pymes del noreste de México. Revista Venezolana De Gerencia, 23(82), 298-313. https://doi.org/10.37960/revista.v23i82.23750
Sawhney, M., Verona, G., & Prandelli, E. (2005). Collaborating to create: The Internet as a platform for customer engagement in product innovation. Journal of interactive marketing, 19(4), 4-47. https://doi.org/10.1002/dir.20046
Thompson, S., & Sinha, R. (2008). Brand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty. Journal of Marketing, 72(6), 65-80. https://doi.org/10.1509/jmkg.72.6.065
Tirunillai, S., & Tellis, G. (2012). Does Chatter Really Matter? Dynamics of User-Generated Content and Stock Performance. Marketing Science, 31(2), 198-215. https://www.jstor.org/stable/41488019
Vlachvei, A., & Notta, O. (2015). Greek Food Manufacturing Firms’ Social Media Efforts: Evidence from Facebook. Procedia - Social and Behavioral Sciences, 308-313. https://doi.org/10.1016/j.sbspro.2015.01.1205
Weber, L. (2011). A Comprehensive Digital Business Strategy for the Social Media Era. John Wiley & Sons inc.
Yang, M., Ren, Y., & Adomavicius, G. (2019). Understanding User-Generated Content and Customer Engagement on Facebbok Business Pages. Information Systems Research, 1-17. https://doi.org/10.1287/isre.2019.0834
Publicado
2021-07-16
Cómo citar
Castañón Rodríguez, J. C., Baca Pumarejo, J. R., Macías Villarreal, J. C., & Villanueva Hernández, V. (2021). Red social Facebook como herramienta de marketing en micro, pequeñas y medianas empresas. Revista Venezolana De Gerencia, 26(95), 882-897. https://doi.org/10.52080/rvgluz.27.95.27
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