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Enhancing Brand Positioning through Social Media Strategies during Crises: A Case Study of a Peruvian Micro-Bakery amidst COVID-19
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Enhancing Brand Positioning through Social Media Strategies during Crises: A Case Study of a Peruvian Micro-Bakery amidst COVID-19
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Enhancing Brand Positioning through Social Media Strategies during Crises: A Case Study of a Peruvian Micro-Bakery amidst COVID-19
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Journal Article
Enhancing Brand Positioning through Social Media Strategies during Crises: A Case Study of a Peruvian Micro-Bakery amidst COVID-19
2024
Overview
This study examines the adaptive strategies of a Peruvian micro-bakery, \"Alfonsina Hecho en Casa,\" in response to the challenges posed by the COVID-19 pandemic. Utilizing a mixed-methods approach, the research analyzes the effectiveness of brand positioning through social media platforms, specifically Facebook and Instagram. Data collection included a digital content analysis, customer surveys, and an in-depth interview with the business owner. Findings highlight how targeted digital engagement, visual content, and adaptive communication strategies facilitated customer retention and brand visibility. Key insights suggest that emotionally-driven and personalized content can strengthen brand positioning, particularly during crises. The study underscores the importance of agile digital marketing practices and quality-driven communication for sustaining small businesses in a dynamic market environment. Limitations involve the focus on a single business context without longitudinal analysis. Further research is recommended to explore the long-term effects of social media strategies on brand loyalty and to compare digital adaptation approaches across different sectors.
Publisher
Nicholson School of Communication and Media at the University of Central Florida
Subject
