Vinculación emocional hacia la marca y marketing digital como estrategia de éxito en tiempos de covid-19
- 1 Catedrática de Marketing. Universidad Europea de Madrid (España)
ISSN: 2659-3904, 2792-405X
Année de publication: 2022
Número: 6
Pages: 35-56
Type: Article
D'autres publications dans: Revista de marketing y publicidad
Résumé
The Covid-19 pandemic has caused an unprecedented global economic crisis. All sectors of activity have been affected and have faced serious financial threats. For this reason, in a context of physical restrictions during the Covid-19 crisis (confinement and new normality), it is necessary to analyze the suitability of emphasizing the use of a digital marketing strategy. Through a mixed research based on the combination of a quantitative analysis (survey and econometric analysis) in conjunction with a qualitative analysis (focus group), this article aims to identify the role of the company’s website, app and social networks in the creation of an emotional attachment towards the brand.
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