Nivel de respuestas e interacciones al cambio de marca de Alpina en Colombia a través de sus redes sociales.

Abstract

The purpose of this article is to know and measure the level of acceptance that Colombians have to Alpinas change of image, based on the new values and organizational commitments that they have towards their different stakeholders and the planet. An analysis was carried out on the interactions that the followers of each social network were generating, in order to observe and analyze the content of each strategy used by the company to make visible the change on its image. A descriptive research method with a qualitative approach was used in this article. In addition, it was supported by the analysis of digital ethnography, investigating the social networks of the organization to know the interactions with its public of interest and analyze the acceptance of the change of brand. As a result, it is concluded that Alpina played digitally with the emotions and sensations that its followers have regarding the brand, achieving that its strategy generated controversy both in the industries and in its clients, based on the acceptance and support of its fourth change of the last several years.