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 findings reveal a predominant use of Facebook, Instagram, and Twitter, with a primary focus on product promotion, though exhibiting limited technological innovation. The conclusion underscores the necessity of enhancing digital communication to maximize the potential of social media within the sector.
| Código institucional | PROD-2026-0053 |
| DOI | 10.62161/revvisual.v16.5380 ↗ |
| ISSN | 2695-9631 |
| Revista | VISUAL Review. International Visual Culture Review |
| Indexación | SJR · A1 |
| Idioma | ES |
| URL oficial | https://visualcompublications.es/revVISUAL/article/view/5380 ↗ |
| Licencia | CC-BY-NC-SA OPEN ACCESS |
| Grupo(s) | Sinergia digit@l (COL0151911) |
| Línea de investigación | Marketing Digital, Analítica y Comportamiento del Consumidor |
| Programa | Administración y Dirección de Empresas |
| Área OCDE | Ciencias Sociales |
| URI Minerva | https://sgi.redsummaeducation.education/minerva/item/54 |
Camilo Mauricio Grillo Torres, Catalina Rocio Vega (2024). Digital Marketing Strategies In Fast Food Chains In Colombia: An Exploratory Study On Social Media. VISUAL Review. International Visual Culture Review. https://doi.org/10.62161/revvisual.v16.5380
@article{CamiloMauricioGrilloTorres2024,
title = {Digital Marketing Strategies In Fast Food Chains In Colombia: An Exploratory Study On Social Media},
author = {Camilo Mauricio Grillo Torres and Catalina Rocio Vega},
year = {2024},
journal = {VISUAL Review. International Visual Culture Review},
issn = {2695-9631},
doi = {10.62161/revvisual.v16.5380},
url = {https://sgi.redsummaeducation.education/minerva/item/54}
}