Estrategias de marketing social frente a la adversidad por empresas colombianas en redes sociales.

Abstract

The appearance of a new disease called Covid-19 starred in a difficult episode in the history of humanity where it caused a series of health and socio-economic difficulties. Given the situation, some business organizations in Colombia took the initiative to act as agents of change by carrying out social marketing strategies, which were disseminated through their fanpages on social networks (Facebook and Instagram). By undertaking actions of social cause, it gives national companies to reaffirm their commitment to their public, expose their corporate values, position the company, retain customers and obtain a differentiating status.