<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0124-8693</journal-id>
<journal-title><![CDATA[Tendencias]]></journal-title>
<abbrev-journal-title><![CDATA[Tend.]]></abbrev-journal-title>
<issn>0124-8693</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Nariño, Facultad de Ciencias Económicas y Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0124-86932021000100163</article-id>
<article-id pub-id-type="doi">10.22267/rtend.202102.159</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[SOCIAL MEDIA MARKETING EN EMPRESAS AGRÍCOLAS CUBANAS]]></article-title>
<article-title xml:lang="en"><![CDATA[SOCIAL MEDIA MARKETING IN CUBAN AGRICULTURAL COMPANIES]]></article-title>
<article-title xml:lang="pt"><![CDATA[MARKETING DOS MEIOS SOCIAIS EM EMPRESAS AGRÍCOLAS CUBANAS]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Perdigón Llanes]]></surname>
<given-names><![CDATA[Rudibel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Viltres Sala]]></surname>
<given-names><![CDATA[Hubert]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Ministerio de la Agricultura de Cuba  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Cuba</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de las Ciencias Informáticas  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Cuba</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<volume>22</volume>
<numero>1</numero>
<fpage>163</fpage>
<lpage>179</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0124-86932021000100163&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0124-86932021000100163&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0124-86932021000100163&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El uso de las redes sociales de internet en las empresas permite incrementar sus beneficios económicos porque facilita el desarrollo de actividades de marketing y comunicación. Estas plataformas contribuyen a potenciar el posicionamiento de los negocios en internet porque amplían el alcance de sus contenidos y consolidan su reputación e imagen en el mercado. Sin embargo, existe una carencia de investigaciones relacionadas con la aplicación de estas tecnologías en el marketing de empresas del sector agrícola en países en desarrollo. El objetivo de este trabajo consiste en diagnosticar el social media marketing y el posicionamiento digital de empresas agrícolas cubanas, con el fin de contribuir a la creación de estrategias que aporten a la competitividad de estas organizaciones. Se realizó una investigación donde se aplicó el enfoque mixto y se emplearon como métodos científicos el analítico sintético, la observación y la triangulación teórica. La muestra está compuesta por 61 empresas del Grupo Empresarial Agrícola del Ministerio de la Agricultura de Cuba. Los resultados obtenidos evidenciaron la existencia de insuficiencias en el desarrollo del social media marketing en estas organizaciones y su bajo nivel de posicionamiento en internet. JEL: M15; M31; M37; Q13; Q55]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The use of internet social networks in companies allows them to increase their economic benefits because it facilitates the development of marketing and communication activities. These platforms contribute to enhancing the positioning of businesses on internet because they increase the scope of their content and consolidate their image and reputation in the market. However, there is a lack of research related to the application of these technologies in the marketing of companies in the agricultural sector in developing countries. The objective of this work is to diagnose social media marketing and the digital positioning of Cuban agricultural companies, in order to contribute to the creation of strategies that contribute to the competitiveness of these organizations. The mixed approach was applied in this research and synthetic analytical, observation and theoretical triangulation were used as scientific methods. The sample is composed of 61 companies from Agricultural Business Group of the Cuban Ministry of Agriculture. The results obtained showed the existence of shortcomings in the development of social media marketing in these organizations and their low level of positioning in Internet. JEL: M15; M31; M37; Q13; Q55]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O uso das redes sociais de Internet nas empresas aumenta seus benefícios econômicos, pois facilita o desenvolvimento das atividades de marketing e comunicação. Estas plataformas contribuem para reforçar o posicionamento das empresas na Internet porque alargam o alcance do seu conteúdo e consolidam a sua reputação e imagem no mercado. No entanto, faltam pesquisas relacionadas à aplicação dessas tecnologias na marketing de empresas do setor agrícola de países em desenvolvimento. O objetivo deste trabalho é diagnosticar o marketing dos media sociais e o posicionamento digital das empresas agrícolas cubanas, a fim de contribuir para a criação de estratégias que contribuam para a competitividade dessas organizações. Foi realizada uma investigação onde se aplicou a abordagem mista e se utilizou como métodos científicos a análise sintética, a observação e a triangulação teórica. A amostra é composta por 61 empresas do Grupo Empresarial Agrícola do Ministério da Agricultura de Cuba. Os resultados obtidos mostraram a existência de deficiências no desenvolvimento do marketing das redes sociais nestas organizações e o seu baixo nível de posicionamento na Internet. JEL: M15; M31; M37; Q13; Q55]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[agroindustria]]></kwd>
<kwd lng="es"><![CDATA[comercialización agrícola]]></kwd>
<kwd lng="es"><![CDATA[gestión de marketing]]></kwd>
<kwd lng="es"><![CDATA[marketing digital]]></kwd>
<kwd lng="es"><![CDATA[publicidad]]></kwd>
<kwd lng="es"><![CDATA[social media.]]></kwd>
<kwd lng="en"><![CDATA[agroindustry]]></kwd>
<kwd lng="en"><![CDATA[agricultural trade]]></kwd>
<kwd lng="en"><![CDATA[online marketing]]></kwd>
<kwd lng="en"><![CDATA[marketing management]]></kwd>
<kwd lng="en"><![CDATA[advertising, social media.]]></kwd>
<kwd lng="pt"><![CDATA[agronegócio]]></kwd>
<kwd lng="pt"><![CDATA[marketing agrícola]]></kwd>
<kwd lng="pt"><![CDATA[gestão de marketing]]></kwd>
<kwd lng="pt"><![CDATA[marketing digital]]></kwd>
<kwd lng="pt"><![CDATA[publicidade]]></kwd>
<kwd lng="pt"><![CDATA[redes sociais.]]></kwd>
</kwd-group>
</article-meta>
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