Paper Type
Completed Research Paper
Abstract
New companies and business around the world have adopted social networks. Many companies has access to social networks platforms such as twitter or Facebook but we know very few about its impact and repercussions. One path to measure it is through their communications; we choose the Cinepolis case study to address this problem. And place the question: Tweet messages between users and companies can help to identify marketing strategies? In order to answer this question, we analyze its twitter account messages from July to December 2011 and found some marketing strategies using this platform. We start our research using the marketing mix model and the honeycomb model, however this models does not match with the strategies we found in the data collection; for such reason we propose a model of eight strategies: Customer Service, Advertising, Promotions, Collaboration, Presence of brand / Loyalty, Web link, Market research and attracting followers, which leads to the conclusion that not all Social networks are equal and should be handled in the same way and it is not possible to use traditional marketing models in social media without considering cyberspace characteristics.
Recommended Citation
Montes de Oca Lopez, Juan Carlos; Sandoval-Almazan, Rodrigo; and Demuner Flores, Maria Del Rosario, "Estrategias de Mercadotecnia en el uso de Twitter. Caso Cinépolis." (2013). AMCIS 2013 Proceedings. 6.
https://aisel.aisnet.org/amcis2013/SpanishLanguage/GeneralPresentations/6
Estrategias de Mercadotecnia en el uso de Twitter. Caso Cinépolis.
New companies and business around the world have adopted social networks. Many companies has access to social networks platforms such as twitter or Facebook but we know very few about its impact and repercussions. One path to measure it is through their communications; we choose the Cinepolis case study to address this problem. And place the question: Tweet messages between users and companies can help to identify marketing strategies? In order to answer this question, we analyze its twitter account messages from July to December 2011 and found some marketing strategies using this platform. We start our research using the marketing mix model and the honeycomb model, however this models does not match with the strategies we found in the data collection; for such reason we propose a model of eight strategies: Customer Service, Advertising, Promotions, Collaboration, Presence of brand / Loyalty, Web link, Market research and attracting followers, which leads to the conclusion that not all Social networks are equal and should be handled in the same way and it is not possible to use traditional marketing models in social media without considering cyberspace characteristics.