El impacto del marketing digital para captar clientes potenciales en el mercado inmobiliario en la zona metropolitana de Monterrey
DOI:
https://doi.org/10.29105/vtga6.2-669Keywords:
clientes, inmobiliario, Marketing, redes socialesAbstract
This article aims to demonstrate how the influence of social networks has caused an impact on digital marketing to attract customers through the tools that digital transformation offer us, the data obtained through non-probabilistic sampling by conducting surveys among 351 study objects between 16-75 years old living in the metropolitan area of Monterrey Nuevo León, that have a smartphone, where 70.37% have purchased an article advertised on social networks, 66.95% have searched for some real estate service (purchase- sale, rent) through social networks, 44% of people have searched for real estate services advertisements in traditional media (TV, radio, newspaper); descriptive statistics identified potential clients willing to obtain a real estate service seeking advertising through digital social networks, making real estate companies change their marketing strategy to adapt to the new lifestyle of the population.
Downloads
References
Alvarado, E., Ortiz, O. y Morales, D. (2018). Factores que influyen en el emprendimiento de un micronegocio familiar en México. Revista de economía del Rosario, 21 (1) 153-180. DOI: https://doi.org/10.12804/revistas.urosario.edu.co/economia/a.6816
Bojórquez López, M, J,. Valdez Palazuelos, O. (2017). El comercio electrónico como estrategia de internacionalización de las pymes. RITI Journal, 5 (10), 110-115. DOI: https://doi.org/10.36825/RITI.05.10.017
Boyd, D. y Ellison, N. (2007). Social network sites: Definition, history and scholarship. Journal of Computer-Mediated Communication, 13 (1), 210-230. DOI: https://doi.org/10.1111/j.1083-6101.2007.00393.x
Clemons, E. (2009). The complex problem of monetizing virtual electronic social networks. Decision Support Systems, 48 (1), 46-56. DOI: https://doi.org/10.1016/j.dss.2009.05.003
Crunchbase (2013). Company profile: Facebook. Recuperado de goo.gl/5EVHU
ENDUTIH, 2018. Encuesta Nacional sobre Disponibilidad y Uso de Tecnologías de la Información en los Hogares, 2018 https://www.google.com/url?sa=t&source=web&rct=j&url=https://www.inegi.org.mx/conte nidos/saladeprensa/boletines/2019/OtrTemEcon/ENDUTIH_2018.pdf&ved=2ahUKEwj08L 7Pxa7lAhVJu54KHbUBCSgQFjABegQIBhAG&usg=AOvVaw3ou6GmagChgpXFynM31f jm&cshid=1571702026056.21/10/2019
Fuchs, C. (2008). Internet and society, Social theory in the internet age, New York, Routledge.
Harris, L. y Rae, A. (2009). Social networks: The future of marketing for small business. The Journal of Buisiness Strategy, 30 (5), 24-31. DOI: https://doi.org/10.1108/02756660910987581
Hogan, B. (2008). Analyzing social networks via the Internet. In N. Fielding, R. Lee and G- Blank (Eds.) Sage Handbook of Online Methods. Thousand Oaks: Sage Publications. DOI: https://doi.org/10.4135/9780857020055.n8
Hennig-Thurau, T., Malthouse E., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A. and Skiera, B. (2010) The impact of new media on customer relationships. Journal of Service Research, 13 (3), 311-330. DOI: https://doi.org/10.1177/1094670510375460
Kaplan, A. y Haenlein, M. (2010). Users of the world, unite. The challenges and opportunities of social media. Business Horizons, 53 (1), 59-68. DOI: https://doi.org/10.1016/j.bushor.2009.09.003
Katona, Z., Zubcsek, P. y Sarvary, M. (2011). Network effects and personal influences: The diffusion of an online social network. Journal of Marketing Research, 48 (3), 425-443. DOI: https://doi.org/10.1509/jmkr.48.3.425
Leimeister, J., Sidiras, P. y Krcmar, H. (2006). Exploring success factors of virtual communities: Perspectives of members and operators. Journal of Organizational Computing and Electric Commerce, 16 (3), 279-300. DOI: https://doi.org/10.1207/s15327744joce1603&4_7
Lorenzo, C., Constantinides, E. y Alarcón, M. (2011). Consumer adoption of social networking sites: Implications for theory and practice. Journal of Research in Interactive Marketing, 5 (2/3), 170-188. DOI: https://doi.org/10.1108/17505931111187794
Miranda Zavala, A. M., Cruz Estrada, I., (2016). Redes sociales: herramienta de marketing internacional en el sector hotelero. El periplo sustentable. DOI: https://doi.org/10.21854/eps.v0i31.3585
Novoa Hoyos, A., Sabogal Salamanca, M., Vargas Walteros, C. (2016). Estimación de las relaciones entre la inversión en medios digitales y las variables financieras de la empresa: una aproximación para Colombia. Revista Escuela de Administración de Negocios, (8) pp. 12-25. DOI: https://doi.org/10.21158/01208160.n80.2016.1313
Osorio Mass, R., Restrepo Jiménez, L., Muñoz Hernández, H. (2016). Marketing digital: una mirada al pasado, presente y futuro. Marketing Visionario, 5 (1), 3-18.
Pérez Amezcua, M. (2012). Redes sociales, mecanismos generadores de reputación organizacional para las Pymes. Universidad & Empresa, 14 (22), 131-149.
Puromarketing. (2016). El exceso de anuncios y mensajes publicitarios está espantando a muchos usuarios de redes sociales. [en línea]. Disponible en http://www.puromarketing.com/16/27058/exceso-anuncios-mensajes-publicitarios-estaespantando-muchos-usuarios-redes-sociales.html [27 de febrero de 2016].
Ruiz Davis, S. y Polo Serrano, D. (2012). La realidad aumentada como nuevo concepto de la publicidad online a través de los smartphones. Razón y Palabra, 17 (80), 1-19.
Ryan, D. y Jones, C. (2012). Understanding digital marketing: Marketing strategies for engaging the digital generation. London, Konan Page.
Saavedra, F. U., Rialp Criado, J., Llonch Andreu, J. (2013). El uso de las redes sociales digitales como herramienta de marketing en el desempeño empresarial. Cuaderno de Administración, 26 (47), 205-231.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
a). Authors keep copyright and give the journal the right of the first publication of the work under a Creative Commons attribution license. This license allows others to share the work as long as original authorship and initial publication in this journal is acknowledged.
b). Authors may make other independent and additional contractual agreements for the non-exclusive distribution of the version of the article published in this journal (e.g., include it in an institutional repository or publish it in a book) as long as they clearly indicate that the work was published for the first time in this journal.
c). Authors are allowed to self-archive their work in institutional repositories or on their own website before and during the submission process, as this may encourage productive exchanges and increase early and overall citation of the published work.
