Exploración del marketing digital y redes sociales en tiendas virtuales de retail

Exploration of digital marketing and social media in virtual retail stores


  • Carolina Uzcátegui-Sánchez
  • David Zaldumbide-Peralvo
  • Emanuel Leite




marketing digital, redes sociales, tiendas virtuales, estrategias de marketing, competitividad en línea


Este artículo aborda la creciente relevancia del marketing digital y las redes sociales en la consolidación y éxito de las tiendas virtuales de retail. Explorando conceptos fundamentales relacionados con el marketing digital y las redes sociales, se destacó cómo estas herramientas han transformado la manera en que las tiendas virtuales interactúan con su audiencia, construyen su imagen de marca y fidelizan a sus clientes. El estudio se basó en un análisis documental exhaustivo, destacando ejemplos y casos prácticos que evidencian el impacto positivo de estas herramientas en tiendas virtuales líderes como Amazon, Zara, Nike, entre otras. Se identificaron estrategias efectivas como SEO, SEM, Social Media Marketing, Email Marketing, Marketing de Contenidos e Influencer Marketing, subrayando la importancia de su adecuada implementación y adaptación a las cambiantes necesidades del mercado. A pesar de las oportunidades que presentan el marketing digital y las redes sociales, se resaltaron desafíos inherentes a su uso, tales como la competencia intensificada, la necesidad de adaptabilidad y la complejidad en su implementación. Sin embargo, se concluyó que, con una correcta adaptación y análisis meticuloso de datos, estas herramientas pueden ofrecer a las tiendas virtuales una ventaja competitiva inigualable en el mercado digital contemporáneo.


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Como Citar

Uzcátegui-Sánchez, C., Zaldumbide-Peralvo, D., & Leite, E. (2023). Exploración del marketing digital y redes sociales en tiendas virtuales de retail: Exploration of digital marketing and social media in virtual retail stores. Brazilian Journal of Business, 5(4), 1964–1979. https://doi.org/10.34140/bjbv5n4-009