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Suma de Negocios

versión impresa ISSN 2215-910Xversión On-line ISSN 2027-5692

Resumen

DIAZ LANDERO, Vanessa del Carmen; SURDEZ PEREZ, Edith Georgina  y  REYES CORNELIO, Roberto. The 4Fs model of digital marketing: Its impact on brand positioning. suma neg. [online]. 2024, vol.15, n.32, pp.50-58.  Epub 12-Ago-2024. ISSN 2215-910X.  https://doi.org/10.14349/sumneg/2024.v15.n32.a6.

Introduction/Objective:

The 4Fs of digital marketing - flow, functionality, feedback, and loyalty - enhance effective and appealing communication across digital platforms. This study aims to evaluate the application of the 4Fs model in a Mexico-based ecotourism hotel, validating its measurement framework and analyzing the relationship between these variables and brand positioning.

Methodology:

A quantitative, non-experimental, cross-sectional, descriptive, and correlational approach was employed. The study surveyed 280 followers of the company's Facebook page, using a 21-item questionnaire. Confirmatory factor analysis with maximum likelihood estimation assessed construct validity, while Cronbach's alpha coefficient measured reliability.

Results:

Pearson correlation analysis revealed a strong, significant relationship between the 4Fs of digital marketing and brand positioning: flow (0.808), functionality (0.829), feedback (0.885), and loyalty (0.864). All correlations were statistically significant at the 0.01 level (two-tailed).

Conclusions:

The study affirmed that the company's efforts on its websites to foster pleasant user interaction and effective information retrieval significantly contribute to creating memorable brand associations.

Palabras clave : Digital marketing; brand positioning; 4Fs model; communication; social media; digital resources..

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