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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..