La escucha social como herramienta del marketing digital. Caso de estudio Gastrobar La Oficina Cali-Colombia.
Tablas, gráficos
- Autores:
-
Marroquín Alvarado, Jhon Carlos
- Tipo de recurso:
- Trabajo de grado de pregrado
- Fecha de publicación:
- 2024
- Institución:
- Universidad de San Buenaventura
- Repositorio:
- Repositorio USB
- Idioma:
- spa
- OAI Identifier:
- oai:bibliotecadigital.usb.edu.co:10819/23700
- Acceso en línea:
- https://hdl.handle.net/10819/23700
- Palabra clave:
- Microempresas - Aspectos económicos
Microempresas - Colombia
Competencia económica
650 - Gerencia y servicios auxiliares::658 - Gerencia general
Social listening
Digital marketing
Customer experience
Escucha social
Marketing digital
Gastrobar
Experiencia del cliente
Análisis semántico
Estrategias de fidelización
- Rights
- restrictedAccess
- License
- http://purl.org/coar/access_right/c_16ec
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La escucha social como herramienta del marketing digital. Caso de estudio Gastrobar La Oficina Cali-Colombia. |
| title |
La escucha social como herramienta del marketing digital. Caso de estudio Gastrobar La Oficina Cali-Colombia. |
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La escucha social como herramienta del marketing digital. Caso de estudio Gastrobar La Oficina Cali-Colombia. Microempresas - Aspectos económicos Microempresas - Colombia Competencia económica 650 - Gerencia y servicios auxiliares::658 - Gerencia general Social listening Digital marketing Customer experience Escucha social Marketing digital Gastrobar Experiencia del cliente Análisis semántico Estrategias de fidelización |
| title_short |
La escucha social como herramienta del marketing digital. Caso de estudio Gastrobar La Oficina Cali-Colombia. |
| title_full |
La escucha social como herramienta del marketing digital. Caso de estudio Gastrobar La Oficina Cali-Colombia. |
| title_fullStr |
La escucha social como herramienta del marketing digital. Caso de estudio Gastrobar La Oficina Cali-Colombia. |
| title_full_unstemmed |
La escucha social como herramienta del marketing digital. Caso de estudio Gastrobar La Oficina Cali-Colombia. |
| title_sort |
La escucha social como herramienta del marketing digital. Caso de estudio Gastrobar La Oficina Cali-Colombia. |
| dc.creator.fl_str_mv |
Marroquín Alvarado, Jhon Carlos |
| dc.contributor.advisor.none.fl_str_mv |
Agudelo Casanova, Haiber Gustavo |
| dc.contributor.author.none.fl_str_mv |
Marroquín Alvarado, Jhon Carlos |
| dc.contributor.jury.none.fl_str_mv |
Czerninski Álvarez, Sergio Andrés Padilla-Delgado, Lina Marcela |
| dc.subject.armarc.none.fl_str_mv |
Microempresas - Aspectos económicos Microempresas - Colombia Competencia económica |
| topic |
Microempresas - Aspectos económicos Microempresas - Colombia Competencia económica 650 - Gerencia y servicios auxiliares::658 - Gerencia general Social listening Digital marketing Customer experience Escucha social Marketing digital Gastrobar Experiencia del cliente Análisis semántico Estrategias de fidelización |
| dc.subject.ddc.none.fl_str_mv |
650 - Gerencia y servicios auxiliares::658 - Gerencia general |
| dc.subject.proposal.eng.fl_str_mv |
Social listening Digital marketing Customer experience |
| dc.subject.proposal.spa.fl_str_mv |
Escucha social Marketing digital Gastrobar Experiencia del cliente Análisis semántico Estrategias de fidelización |
| description |
Tablas, gráficos |
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2024 |
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2024 |
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2025-02-10T16:55:11Z |
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2025-02-10T16:55:11Z |
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Trabajo de grado - Pregrado |
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Marroquin, Alvarado, JC, & Agudelo Casanova, H. G. (2024). La escucha social como herramienta del marketing digital. caso de estudio Gastrobar LA OFICINA Cali-Colombia [Trabajo de grado profesional]. Universidad de San Buenaventura Cali. |
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https://hdl.handle.net/10819/23700 |
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Marroquin, Alvarado, JC, & Agudelo Casanova, H. G. (2024). La escucha social como herramienta del marketing digital. caso de estudio Gastrobar LA OFICINA Cali-Colombia [Trabajo de grado profesional]. Universidad de San Buenaventura Cali. |
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https://hdl.handle.net/10819/23700 |
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spa |
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spa |
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1. Alcaldía de Santiago de Cali. (2022). Informe de actividades económicas y nocturnas en Cali. Recuperado de https://www.cali.gov.co/desarrolloeconomico/loader.php?lServicio=Tools2&lTipo=descargas&lFuncion=descargar&idFile=81085 2. Barazarte Saritza (2021), Blog de IEBS. Recuperado de https://www.iebschool.com/blog/social-listening-redes-sociales/ 3. Borgatti, S. P., Everett, M. G., & Freeman, L. C. (2002). UCINET for Windows: Software for Social Network Analysis. Harvard, MA: Analytic Technologies. 4. Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa. 5. Chaffey, D., & Smith, P. R. (2022). Digital marketing excellence: Planning, optimizing, and integrating online marketing (6th ed.). Routledge. 6. Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications. 7. Feldman, R., & Sanger, J. (2007). The text mining handbook: Advanced approaches in analyzing unstructured data. Cambridge University Press. 8. Fierro, I., D.A. Cardona Arbelaez, and J. Gavilanez. 2017. Digital marketing: A new tool for international education. Pensamiento & Gestión 42: 241–260 9. Freeman, L. C. (1978). Centrality in social networks conceptual clarification. Social Networks, 1(3), 215–239. https://doi.org/10.1016/0378-8733(78)90021-7 10. Fujita, M., P. Harrigan, and G. Soutar. 2017. A netnography of a university’s social media brand community: Exploring collaborative co-creation tactics. Journal of Global Scholars of Marketing Science 27 (2): 148–164. 11. Ghorbani, Z., Kargaran, S., Saberi, A., Haghighinasab, M., Jamali, S. M., & Ale Ebrahim, N.(2022). Trends and Patterns in Digital Marketing Research: Bibliometric Analysis.Journal of Marketing Analytics, 10(2), 158-172. https://doi.org/10.1057/s41270-021-00116-9 12. Grönroos, C. (2017). Service management and marketing: Managing the service profit logic (4th ed.). Wiley. 13. Hassani, H.; Huang, X.; Silva, E.S.; Ghodsi, M. A review of data mining applications in crime. Stat. Anal. Data Min. 2016, 9, 139–154. A review of data mining applications in crime - Hassani - 2016 - Statistical Analysis and Data Mining: The ASA Data Science Journal - Wiley Online Library 14. Han, S.-L., T. Thao Nguyen, and V. Anh Nguyen. 2016. Antecedents of intention and usage toward customers’ mobile commerce: Evidence in Vietnam. Journal of Global Scholars of Marketing Science 26 (2): 129–151. 15. Kim, J. 2018. Social dimension of sustainability: From community to social capital. Journal of Global Scholars of Marketing Science 28 (2): 175–181. 16. Kim, E.Y., and K. Yang. 2018. Self-service technologies (SSTs) streamlining consumer experience in the fashion retail stores: The role of perceived interactivity. Journal of Global Fashion Marketing 9 (4): 287–304 17. Ko, E. 2019. Bridging Asia and the world: Global platform for the Interface between marketing and management. New York: Elsevier 18. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education. 19. Kwon, H.J.; Ban, H.J.; Jun, J.K.; Kim, H.S. Topic modeling and sentiment analysis of online review for airlines. Information 2021, 12, 78. Topic Modeling and Sentiment Analysis of Online Review for Airlines 20. Lamberton, C., and A.T. Stephen. 2016. A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing 80 (6): 146–172. 21. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420 22. Martín-Consuegra, D., M. Faraoni, E. Díaz, and S. Ranfagni. 2018. Exploring relationships among brand credibility, purchase intention and social media for fashion brands: A conditional mediation model. Journal of Global Fashion Marketing 9 (3): 237–251. 23. Mikolov, T., Sutskever, I., Chen, K., Corrado, G. S., & Dean, J. (2013). Distributed representations of words and phrases and their compositionality. In Advances in neural information processing systems (pp. 3111–3119). 24. Salloum, S.A.; Al-Emran, M.; Monem, A.A.; Shaalan, K. A survey of text mining in social media: Facebook and twitter perspectives. Adv. Sci. Technol. Eng. Syst. J. 2017, 2, 127–133. http://doi.org/10.25046/aj020115 25. Saldaña, J. (2015). The Coding Manual for Qualitative Researchers (3rd ed.). Thousand Oaks, CA: SAGE Publications. 26. Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2018). Marketing: Real people, real choices (9th ed.). Pearson. 27. Tashakkori, A., & Teddlie, C. (2003). Handbook of mixed methods in social and behavioral research. SAGE Publications. 28. Woodside, A.G., and P. Bernal Mir. 2019. Clicks and purchase efects of an embedded, social-media, platform endorsement in internet advertising. Journal of Global Scholars of Marketing Science 29 (3): 343–357. |
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Agudelo Casanova, Haiber Gustavovirtual::2895-1Marroquín Alvarado, Jhon CarlosCzerninski Álvarez, Sergio AndrésPadilla-Delgado, Lina Marcela2025-02-10T16:55:11Z2025-02-10T16:55:11Z2024Tablas, gráficosLa investigación realizada sobre Gastrobar La Oficina en Cali, Colombia, resalta el potencial transformador de la escucha social para perfeccionar las estrategias de marketing digital y mejorar la satisfacción del cliente. Analizando reseñas de clientes en Google Maps, el estudio demuestra cómo las empresas pueden convertir los comentarios de los clientes en acciones estratégicas. Este enfoque permite identificar elementos clave de la experiencia del cliente, incluidas sus opiniones, preferencias y áreas de mejora. La metodología empleada combina análisis cualitativos y cuantitativos para explorar temas recurrentes y medir la importancia de diversas percepciones de los clientes. Los aspectos más destacados por los clientes incluyen la atmósfera, la calidad del servicio y la oferta gastronómica. Servicios como la variedad de cócteles, la música en vivo y la experiencia general se mencionaron con frecuencia como puntos positivos. Por otro lado, elementos asociados al servicio al cliente y a la ambientación se identificaron como susceptibles de mejora.The research conducted on Gastrobar La Oficina in Cali, Colombia, highlights the transformative potential of social listening to refine digital marketing strategies and improve customer satisfaction. By analyzing customer reviews on Google Maps, the study demonstrates how businesses can turn customer feedback into strategic actions. This approach allows for the identification of key elements of the customer experience, including opinions, preferences, and areas for improvement. The methodology employed combines qualitative and quantitative analysis to explore recurring themes and measure the importance of various customer perceptions. Key aspects highlighted by customers include the atmosphere, service quality, and food offerings. Services such as the variety of cocktails, live music, and the overall experience were frequently mentioned as positive points. On the other hand, aspects related to customer service and ambiance were identified as areas for improvement.PregradoAdministrador de Negocios25 páginasapplication/pdfMarroquin, Alvarado, JC, & Agudelo Casanova, H. G. (2024). La escucha social como herramienta del marketing digital. caso de estudio Gastrobar LA OFICINA Cali-Colombia [Trabajo de grado profesional]. Universidad de San Buenaventura Cali.https://hdl.handle.net/10819/23700spaUniversidad de San Buenaventura - CaliCaliFacultad de Ciencias EconómicasCaliAdministración de Negocios1. Alcaldía de Santiago de Cali. (2022). Informe de actividades económicas y nocturnas en Cali. Recuperado de https://www.cali.gov.co/desarrolloeconomico/loader.php?lServicio=Tools2&lTipo=descargas&lFuncion=descargar&idFile=810852. Barazarte Saritza (2021), Blog de IEBS. Recuperado de https://www.iebschool.com/blog/social-listening-redes-sociales/3. Borgatti, S. P., Everett, M. G., & Freeman, L. C. (2002). UCINET for Windows: Software for Social Network Analysis. Harvard, MA: Analytic Technologies.4. Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa.5. Chaffey, D., & Smith, P. R. (2022). Digital marketing excellence: Planning, optimizing, and integrating online marketing (6th ed.). Routledge.6. Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications.7. Feldman, R., & Sanger, J. (2007). The text mining handbook: Advanced approaches in analyzing unstructured data. Cambridge University Press.8. Fierro, I., D.A. Cardona Arbelaez, and J. Gavilanez. 2017. Digital marketing: A new tool for international education. Pensamiento & Gestión 42: 241–2609. Freeman, L. C. (1978). Centrality in social networks conceptual clarification. Social Networks, 1(3), 215–239. https://doi.org/10.1016/0378-8733(78)90021-710. Fujita, M., P. Harrigan, and G. Soutar. 2017. A netnography of a university’s social media brand community: Exploring collaborative co-creation tactics. Journal of Global Scholars of Marketing Science 27 (2): 148–164.11. Ghorbani, Z., Kargaran, S., Saberi, A., Haghighinasab, M., Jamali, S. M., & Ale Ebrahim, N.(2022). Trends and Patterns in Digital Marketing Research: Bibliometric Analysis.Journal of Marketing Analytics, 10(2), 158-172. https://doi.org/10.1057/s41270-021-00116-912. Grönroos, C. (2017). Service management and marketing: Managing the service profit logic (4th ed.). Wiley.13. Hassani, H.; Huang, X.; Silva, E.S.; Ghodsi, M. A review of data mining applications in crime. Stat. Anal. Data Min. 2016, 9, 139–154. A review of data mining applications in crime - Hassani - 2016 - Statistical Analysis and Data Mining: The ASA Data Science Journal - Wiley Online Library14. Han, S.-L., T. Thao Nguyen, and V. Anh Nguyen. 2016. Antecedents of intention and usage toward customers’ mobile commerce: Evidence in Vietnam. Journal of Global Scholars of Marketing Science 26 (2): 129–151.15. Kim, J. 2018. Social dimension of sustainability: From community to social capital. Journal of Global Scholars of Marketing Science 28 (2): 175–181.16. Kim, E.Y., and K. Yang. 2018. Self-service technologies (SSTs) streamlining consumer experience in the fashion retail stores: The role of perceived interactivity. Journal of Global Fashion Marketing 9 (4): 287–30417. Ko, E. 2019. Bridging Asia and the world: Global platform for the Interface between marketing and management. New York: Elsevier18. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.19. Kwon, H.J.; Ban, H.J.; Jun, J.K.; Kim, H.S. Topic modeling and sentiment analysis of online review for airlines. Information 2021, 12, 78. Topic Modeling and Sentiment Analysis of Online Review for Airlines20. Lamberton, C., and A.T. Stephen. 2016. A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing 80 (6): 146–172.21. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.042022. Martín-Consuegra, D., M. Faraoni, E. Díaz, and S. Ranfagni. 2018. Exploring relationships among brand credibility, purchase intention and social media for fashion brands: A conditional mediation model. Journal of Global Fashion Marketing 9 (3): 237–251.23. Mikolov, T., Sutskever, I., Chen, K., Corrado, G. S., & Dean, J. (2013). Distributed representations of words and phrases and their compositionality. In Advances in neural information processing systems (pp. 3111–3119).24. Salloum, S.A.; Al-Emran, M.; Monem, A.A.; Shaalan, K. A survey of text mining in social media: Facebook and twitter perspectives. Adv. Sci. Technol. Eng. Syst. J. 2017, 2, 127–133. http://doi.org/10.25046/aj02011525. Saldaña, J. (2015). The Coding Manual for Qualitative Researchers (3rd ed.). Thousand Oaks, CA: SAGE Publications.26. Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2018). Marketing: Real people, real choices (9th ed.). Pearson.27. Tashakkori, A., & Teddlie, C. (2003). Handbook of mixed methods in social and behavioral research. SAGE Publications.28. Woodside, A.G., and P. Bernal Mir. 2019. Clicks and purchase efects of an embedded, social-media, platform endorsement in internet advertising. Journal of Global Scholars of Marketing Science 29 (3): 343–357.info:eu-repo/semantics/restrictedAccesshttp://purl.org/coar/access_right/c_16ecAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/CaliMicroempresas - Aspectos económicosMicroempresas - ColombiaCompetencia económica650 - Gerencia y servicios auxiliares::658 - Gerencia generalSocial listeningDigital marketingCustomer experienceEscucha socialMarketing digitalGastrobarExperiencia del clienteAnálisis semánticoEstrategias de fidelizaciónLa escucha social como herramienta del marketing digital. 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