<?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>2215-910X</journal-id>
<journal-title><![CDATA[Suma de Negocios]]></journal-title>
<abbrev-journal-title><![CDATA[suma neg.]]></abbrev-journal-title>
<issn>2215-910X</issn>
<publisher>
<publisher-name><![CDATA[Fundación Universitaria Konrad Lorenz]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2215-910X2024000100050</article-id>
<article-id pub-id-type="doi">10.14349/sumneg/2024.v15.n32.a6</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Modelo de 4Fs del marketing digital: vínculo con el posicionamiento de Marca]]></article-title>
<article-title xml:lang="en"><![CDATA[The 4Fs model of digital marketing: Its impact on brand positioning]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Díaz Landero]]></surname>
<given-names><![CDATA[Vanessa del Carmen]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Surdez Pérez]]></surname>
<given-names><![CDATA[Edith Georgina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Reyes Cornelio]]></surname>
<given-names><![CDATA[Roberto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Mundo Maya  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Juárez Autónoma de Tabasco  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Juárez Autónoma de Tabasco  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>05</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>05</month>
<year>2024</year>
</pub-date>
<volume>15</volume>
<numero>32</numero>
<fpage>50</fpage>
<lpage>58</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S2215-910X2024000100050&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S2215-910X2024000100050&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S2215-910X2024000100050&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Introducción/Objetivo:  Las 4Fs del marketing digital -flujo, funcionalidad, feedback y fidelización-hacen la comunicación atractiva y efectiva en los recursos digitales. El objetivo de este trabajo es evaluar las 4Fs del marketing digital en una empresa hotelera del sector ecoturístico en México, validando un modelo de medición y analizando el posicionamiento de la marca y la relación vinculante entre estas variables.  Metodología: Se llevó a cabo un estudio cuantitativo, no experimental, transversal, descriptivo y correlacional. Los participantes fueron 280 seguidores de la página de Facebook de la empresa. Se utilizó un cuestionario con 21 ítems, empleando análisis factorial confirmatorio con el método de máxima verosimilitud para determinar la validez de constructo y el coeficiente alfa de Cronbach para la fiabilidad.  Resultados: El análisis de correlación de Pearson mostró una relación significativa alta entre las 4Fs del marketing digital y el posicionamiento de marca: flujo (0.808), funcionalidad (0.829), feedback (0.885) y fidelización (0.864). Todas las correlaciones son significativas al nivel 0.01 (bilateral).  Conclusiones: Se corroboró que los esfuerzos de la empresa en sus sitios web para lograr que los clientes experimenten una interacción agradable y una búsqueda de información efectiva influyen significativamente en la creación de recuerdos y asociaciones con la marca.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Marketing digital]]></kwd>
<kwd lng="es"><![CDATA[Posicionamiento de marca]]></kwd>
<kwd lng="es"><![CDATA[4Fs]]></kwd>
<kwd lng="es"><![CDATA[Comunicación]]></kwd>
<kwd lng="es"><![CDATA[Redes sociales]]></kwd>
<kwd lng="es"><![CDATA[Recursos digitales]]></kwd>
<kwd lng="en"><![CDATA[Digital marketing]]></kwd>
<kwd lng="en"><![CDATA[brand positioning]]></kwd>
<kwd lng="en"><![CDATA[4Fs model]]></kwd>
<kwd lng="en"><![CDATA[communication]]></kwd>
<kwd lng="en"><![CDATA[social media]]></kwd>
<kwd lng="en"><![CDATA[digital resources.]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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