Análisis comparativo de estrategias publicitarias de negocios locales en las redes sociales Facebook e Instagram durante la emergencia sanitaria del COVID-19

Abstract

The research, herein contained, has been carried out regarding companies, medium or small businesses during the sanitary emergency due to Covid – 19. It gives a glimpse into the strategies for advertising in digital contexts which have been adopted throughout this time of economic crisis and isolation. This has provoked a migration as well as an indispensable digital adaptation of the commercial sector. As a matter of fact, current consumer habits and interaction ways between organizations and users include now new interaction features in social media, like Facebook and Instagram as well as through instant messenger services (Whatsapp). In addition, in these environments, micro influencers have emerged; they hold the power to spread their arguments and experiences about consumption. This implies a competitive and commercial challenge which not only has to do with the quality of a product but also with public perception towards services, products, businesses and brands. Finally, this paper shows those difficulties, experiences and processes that businesses’ owners have had to adopt in order to stand out from the rest of competitors as well as to position an exclusive product or service in the market which, furthermore, should be capable of satisfying the needs of their objective public. For achieving this, a classic theoretical framed has been employed (Lazarsfeld, Katz y Gurevitch). Thus, it is intended to prove that society is not an atomized mass; it is instead, able to choose among several possibilities based on references from several voices. Now, more than ever, it is demanding before deciding to buy whether through social media or out of them.