Arquitecturas de Interacción para Fortalecer la Pertenencia
Trabajadores Híbridos en Agencias de Marketing Digital
DOI:
https://doi.org/10.62161/revvisual.v17.5859Palabras clave:
Agencias de marketing digital, Marketing interno, Arquitecturas de interacción, Sentido de pertenencia, Trabajadores híbridosResumen
Este artículo analiza cómo las arquitecturas de interacción influyen en el sentido de pertenencia y compromiso de los trabajadores híbridos en agencias de marketing digital en España. Mediante entrevistas en profundidad con directivos y de una revisión de la literatura sobre marketing interno y pertenencia, se identificó que las herramientas más empleadas cumplen principalmente una función informativa. Entre ellas destacan plataformas como Discord y Slack, newsletters, celebraciones, formaciones y reuniones, todas orientadas a fortalecer la conexión emocional que caracteriza al marketing interno. Los resultados muestran que estas prácticas contribuyen a reforzar los vínculos culturales y emocionales en entornos híbridos. Sin embargo, las empresas enfrentan retos clave para consolidar el sentido de pertenencia, entre los que se encuentran las barreras tecnológicas y la dificultad de integrar la cultura organizacional en el entorno digital. El estudio ofrece pautas para diseñar estrategias efectivas que fortalezcan la cohesión interna en la era digital.
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