Publicación:

La comunicación estratégica en el posicionamiento de marca y persuasión del consumidor en Redes Sociales

Resumen

This degree work is proposed from a systematic analysis of the literature, as a support document for different organizations that can incorporate a strategic approach in the communication, they carry out in their business social networks. Create a new perspective in which they can offer their products and services in the right way, following their objective and obtaining an advantage over the competition. The objective proposed during this work was to explore how from the strategic communication the brand can be positioned and persuaded the consumer, considering factors such as image, message, objectives, and channel. However, the existing paradigms in the management of business social networks that are carried out at present, their various methods to publish a message and receive or not a positive or negative response from the consumer are debated. The document provides the organization with a new way of using social networks thanks to the theoretical compilation and the support elaborated in more than 50 consulted sources that allow managing an adequate management in which the company or organization is expected to consolidate its corporate image, position and transmit it.