Importance of marketing plan and social networks in improving the positioning of the municipality of Tepatlaxco, Veracruz, Mexico
DOI:
https://doi.org/10.15517/eci.v14i2.58277Keywords:
Public administration, digital marketing plan, positioning, social mediaAbstract
The purpose of the research was to analyze the importance of a digital marketing plan and its corresponding follow-up for the improvement of the positioning of a governmental entity based on the use of social networks. The study, according to the type of analysis, is a non-experimental design where the independent variable was controlled, and the dependent variable was measured longitudinally under a quantitative approach. Based on a case study of the municipality of Tepatlaxco in the state of Veracruz. To test the hypothesis, the research was divided into two phases, the first consisted of the implementation of a marketing plan for the tourism Facebook page of the municipality of Tepatlaxco and the implementation of other digital media such as a website and Tiktok. For the second phase, a data collection instrument (questionnaire) was used, which was answered by a total of 200 followers of the pagina de Facebook. The results obtained show that a digital marketing plan does influence the positioning of the government entity. Therefore, it is concluded that social networks and digital media in any institution should be guided through a digital marketing plan to achieve the goals of interaction.
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