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

  1. Baena Graciá, Verónica 1
  1. 1 Catedrática de Marketing. Universidad Europea de Madrid (España)
Revista:
Revista de marketing y publicidad

ISSN: 2659-3904 2792-405X

Año de publicación: 2022

Número: 6

Páginas: 35-56

Tipo: Artículo

DOI: 10.51302/MARKETING.2022.3497 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Revista de marketing y publicidad

Objetivos de desarrollo sostenible

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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