La gestión de marca de Tinta Digital Ec en Instagram

Abstract

The purpose of this article is to analyze the brand management of the digital media Tinta Digital Ec in the social network Instagram, with the aim of knowing what are the different communication strategies used by the brand to connect with its audience and achieve positioning within a market that has increasing competition. To do this, it has been decided to link it with the theory of Symbolic Interactionism proposed by Goffman where he speaks of 3 phases to interpret the world. In this case, we transferred it to the informative content produced by the brand Tinta Digital Ec and how it is received and interpreted by the audience through the use of visual resources, simple language and a defined graphic line that provokes interest about informative content with another type of treatment in the information. Several methods have been used for data collection that allowed to support the results of this work, such as a survey of mainly young users with an age range of 18-30 years old who browse the social network, an interview with an expert in the area of communication and digital marketing, as well as a theoretical approach. The sum of these elements made it possible to reflect and analyze the content of Tinta Digital Ec and its audience, which has been a fundamental part of this research, in addition to confirming the rapid growth of the brand in the social network, from November 2022 to February 2023, due to a proper brand management throughout the production of informative and social content.