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Brand Community Identification as an emotional bond to promote positive eWOM intention in Higher Education

Trust, loyalty, and engagement are key objectives for a brand. These elements can result from other brand attributes, such as identification, and can also catalyze other positive outcomes for brands; for instance, advoc…

Visual Storytelling And Gastronomic Heritage: Digital Narratives of Traditional Caribbean Restaurants on Social Media

This study examines how traditional restaurants on the Colombian Atlantic coast employ visual communication strategies on social media platforms to represent gastronomic heritage within contemporary visual culture. Grou…

Digital Marketing Strategies In Fast Food Chains In Colombia: An Exploratory Study On Social Media

This study examines how fast food chains in Colombia utilize social media in their digital marketing efforts. It explores the strategies and content of the most active chains, employing a mixed-methods approach. The fin…

Análise do conteúdo digital e sua contribuição para a identidade online das companhias aéreas na Colômbia

Today, market conditions have made airlines adapt their strategic digital marketing actions, thereby creating a better two-way communication channel that improves interconnection with users, obtaining adequate recogniti…

Disinformation propagation in social networks as a diplomacy strategy: analysis from system dynamics

Disinformation on social media has positioned itself as a strategy of diplomacy to intervene in the decisions of sovereign states through the use of fake news, misleading content, hate speech and deliberate falsehoods, …

Una mirada a los medios sociales de los museos de rio de janeiro: un análisis exploratorio

As a result of the constant technological evolution, the current communication strategies and plans of the museums must constantly adapt their objectives since at present they cannot only be an informative channel. Toda…