Impacto del uso de redes sociales e influencers sobre el conocimiento de marca y las ventas de automóviles de marcas emergentes en nuevos mercados
Resumen
Objetivo: entender el efecto que causan el uso de redes sociales y el apoyo de influencers sobre el conocimiento de marca y las ventas en los concesionarios automotrices de marcas emergentes en nuevos mercados.
Diseño/metodología: la metodología consistió principalmente en un análisis descriptivo con enfoque cuantitativo. El instrumento de recolección de datos fue la encuesta con opciones de respuesta en escala de Likert. Para el estudio se consideraron 167 concesionarios de diferentes marcas de origen chino en el territorio mexicano. Para la validación del instrumento, se realizó una prueba piloto en la que se obtuvo un Alfa de Cronbach de 0.84.
Resultados: se ha logrado un mayor conocimiento de marca gracias a las redes sociales y al apoyo de influencers siempre que estos entiendan a la perfección el producto y las políticas de marketing. Respecto a las ventas resulta más útil el uso de redes sociales por parte de la propia organización que el de influencers.
Limitaciones/implicaciones: el estudio se limita a concesionarios de las marcas MG, JAC y Chirey dentro de México; no contempla estrategias de precio ni aquellas estrategias de marketing digital que son puestas en marcha directamente por la marca nacional. Asimismo, deberá adaptarse a diferentes países y marcas para obtener resultados más precisos en cada caso.
Originalidad/contribución: esta investigación muestra los efectos del apoyo de influencers y el uso de redes sociales sobre las ventas y el conocimiento de marca sobre tres marcas relativamente recientes en México en un mundo posterior a la crisis de microchips en la industria automotriz.
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