Browsing by Author "Almanza, Carlos Alberto"

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    Marketing relacional digital en redes sociales de los restaurantes en Colombia
    Parra-Acosta, Yenny Katherine; Almanza, Carlos Alberto; Astudillo-Valverde, Diego Felipe; Sello Editorial Universidad Nacional
    The purpose of this research is to analyze the relational digital marketing strategies that restaurants are using in Colombia to maintain and increase the commitment of its customers in three social networks: Facebook, Instagram and Twitter; in such a way that the strategies that are being carried out in the sector can be characterized. The data was collected by netnography method and the sample of 146 Colombian restaurants was reviewed, taking into account variables such as network management, the information it provides and the satisfaction that the client may have when they review those social networks . The results fundamentally show that constant activity and timely response, having all the restaurant information on the social network and the quality of the publications are important factors in the loyalty and monetization of the advertising campaigns carried out by social networks.