Examining the impact of social media communication strategies on pizzerias in Colombia: an exploratory study

Abstract

Introduction: This study examines the growing influence of social media on the digital marketing of pizzerias in Colombia, highlighting its significance for enhancing competitiveness within the gastronomic sector. The primary objective is to analyze and evaluate the digital communication strategies of these establishments on social media, and to propose practices that can boost their competitiveness in the market. Methodology: The research employs a mixed-method approach, utilizing both qualitative and quantitative methods. Social media profiles of 15 pizzerias, chosen based on their performance and digital presence, were analyzed. This approach enables a comprehensive assessment of their engagement across various platforms and the effectiveness of their communication strategies in the digital environment. Results: The findings reveal that 80% of the pizzerias maintain an active presence on Facebook and Instagram, while 67% are active on Twitter, showing a significant level of engagement on these platforms. Additionally, the study notes an extensive use of mobile applications and geolocation tools, though it also identifies a considerable gap in the adoption of more advanced technological tools. Discussion: An active presence on social media is essential for the competitiveness of pizzerias, as it increases visibility and fosters direct customer engagement. However, the lack of adoption of advanced technologies limits the potential of these strategies, underscoring the need for greater investment in innovation and digital training. Conclusions: The study concludes that an active and diversified social media presence is crucial for sustaining and enhancing the competitiveness of pizzerias in Colombia. It recommends integrating new technologies and adopting a more strategic approach to customer relationship management to strengthen their market position and better meet the demands of today’s digital consumers.