Influencia del mercadeo relacional en el comportamiento de compra del consumidor. Caso : Twitter
Márquez Godoy, José Ignacio | 2014
Participation in social networks by enterprises is growing worldwide; belonging to them is no longer an option. Companies choose which networks belong to according to the strategy they want to develop and the budget they have for it, because each social network has different audiences and the use that is given is specialized in each. With the correct use of this resource, benefits such as recognition, publicity and brand recall can be obtained.
In Colombia Twitter has become the most used social network, thanks to the possibility it brings to share information in real time, also because users have adopted it as an immediate and close channel of communication with companies when sharing comments, suggestions, complaints or claims. This interaction for the companies means more contact with the client, allowing them to know it deeply and recognize the needs it has.
The project aims to determine the use that companies give to the social network Twitter and how the strategies in publications can affect users and influence their purchasing decisions, especially when celebrities are used as brand influencers. This analysis is performed on young, college students, which represent a high percentage of social network users and are followers of celebrities and public figures. At the same time, they are most likely to be influenced by others when choosing a product to purchase, because they follow fashion.
Through research in bibliographic sources, information of how businesses are using the social network Twitter, how they choose celebrities to be influencers of their brand and type of strategy used is obtained. Subsequently primary information was obtained through interviews with the community managers of brands, in Colombian companies from different economic sectors. On the use that young people give to the social network Twitter, the information is also obtained through interviews. We proceed to an analysis, which compares the findings of theoretical research and interviews.
Finally, conclusions about the influence of corporate publications, helped by celebrities in the purchasing decision of consumers are presented.