Estrategias de Marketing Digital en las Cadenas de Comida Rápida en Colombia: Un Análisis Exploratorio en Medios Sociales

Camilo Mauricio Grillo Torres; Catalina Rocio Vega

doi:10.62161/revvisual.v16.5380

Authors

Camilo Mauricio Grillo Torres https://orcid.org/0000-0002-6636-1082
Catalina Rocio Vega https://orcid.org/0000-0003-1994-8689

DOI:

https://doi.org/10.62161/revvisual.v16.5380

Keywords:

Digital Marketing, Social Media, Digital Contente, Communication Strategies, Audience Interaction, Users Consumers

Abstract

This study examines how fast food chains in Colombia utilize social media in their digital marketing. It investigates the strategies and content of the most active chains using a mixed methodological approach. The findings show a predominance of Facebook, Instagram, and Twitter use, focused on product promotion, yet with limited technological innovation. The conclusion emphasizes the need for improved digital communication to fully leverage the potential of social media in the industry.

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