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1.
Introducción
El e-branding y la
gestión de la reputación en línea se han convertido en
herramientas de primera línea, y las empresas en esta era digital no pueden ignorarlas. Según Singh y =
Sonnenburg (2012, 35), “el branding electrónico o
e-branding es el proceso de creación y mantenimiento de la marca a
través de
la plat=
aforma
digital”. La gestión efectiva de la reputación en
línea y el uso estratégico del e-branding mejoran significativamente la
percepción del consumidor sobre la marca y aumentan la confianza en<=
/span> la empresa. Por otro lado, una mala gestión de la reputación en línea puede tener graves consecuencias en términos de imagen y confianza.
En este escrito, se pretende indagar cómo las empresas utiliz=
an
el e-branding para gestionar su reputación en línea, y cómo esto puede impactar en la confianza del
consumidor y en la construcci&o=
acute;n de una imagen de marca sólida. Particularmente, se esbozarán las estrategias que las empresas y/o marcas pueden implementar para
construir y mantener una imagen de marca positiva, así como
también indagar sobre las consecuencias de una mala gestión.
Conforme
m&aacut=
e;s consumidores buscan información y toman decisiones de compra en línea, es cada vez más importante que las empresas comprendan el papel esencial del e-bran=
ding y la gestión de la reputación en la construcción de su imagen de marca y la confianza del consumidor. En este contexto, la pre=
sente propuesta tiene como ideal
recabar informaci&oacut=
e;n en base a la exploración bibliográfica <=
/span>pertinente
y actualizada, para ayudar a las empresas a mantenerse relevantes y competitivas en un entorno
digital en constante y avanzada evolución.
=
2. Desarrollo
2.1.
Definición y conceptos clave
El e-branding como
actividad, es el proceso de crear, desarrollar y gestionar la imagen de una marca en el entorno digital. Para autores como Keller y Lehmann (2006, 45), el e-branding
se refiere a la “construcción y mantenimiento de una marca fuerte en el entorno en línea”, mientras que otros autores
lo definen como la aplicación de estrategias de publicidad digital p=
ara
establecer y supervisar la identidad corporativ=
a de
una compañía en el ámbito virtual (Chaffey
& Ellis-Chadwick, 2019, 372).
Si, para establecer <=
span
style=3D'letter-spacing:-.3pt'>su definición,
nos mantenemos
en la
línea de considerarla <=
span
style=3D'letter-spacing:-.3pt'>una herramienta,
ello
implica entonces la creación y la gestión de la imagen de marca en una variedad de canales digitales, incluyendo
sitios web, redes sociales, publicidad en lí=
nea y
otros medios digitales. En sintonía de lo abordado, Smith y Chaffey (2005, 310) han sostenido que el e-branding
se basa en los mismos principios que la
gestión de marca tradicional, pero requiere habilidades y
conocimientos específicos sobre el marketing digital y la tecnología.
Ahora bien, en la actualidad el e-bran=
ding es considerado ya no como una actividad individualizada, sino como una actividad que ag=
lutina
a varios profesionales=
en el
entorno digital. Incluye todas las actividades que se realizan para establecer una presencia en
línea sólida y
coherente, y que permiten a la<=
/span>
empresa<=
/span> comunicar su identidad de marca a través de canales digitales. Como ya se había puntualizado, considerarla como actividad gestionada por profesionales es importante porque permite a las empresas llegar a un público
más amplio y diverso, también
establece una relación más cercana y personal con
sus
clientes. El proceso mencionado implica la creación de una estrategia de marca en línea, la optimización de
sitios web y redes sociales para asegurar una efectiva transmisión de
los valores y personalidad de <=
/span>la marca,
así como para aumentar la visibilidad
durante la implementación=
de campañas
de marketing en línea y lograr una mayor captación de clientes.
Entre las características <=
span
lang=3DES style=3D'color:#231F20;letter-spacing:-.15pt'> más relevantes del e-bran=
ding podemos destacar las siguientes:
•
o =
servicios” (López & Cabezuelo, 2020, 89). En otras palabras, se trata de un conjunto de estrategias encaminadas a generar un vínculo de confianza entre la marca y los consumidores. Entre las características principales =
span>de la gestión de marca y la confianza
del consumidor se encuentra “la
importancia de transmitir
una imagen
coherente y consistente de la
marca a través <=
span
style=3D'letter-spacing:-.4pt'>de todos
los puntos
de contacto
con
el consumidor” (P&eac=
ute;rez
& Rivera, 2017, 157). Asimismo,
es importante
tener en cuenta que “la
gestión de marca y la confianza del consumidor requiere una
constante evaluación y monitoreo de la percepción que los
consumidores tienen de la marca” (López & Cabezuelo, 2020,
89). En contraste con la gestión
de marca y la confianza del consumidor=
entendidas al modo tradicional,
…en la gestión de marca y la confianza del consumidor en la=
era
digital, es fundamental trabajar en la=
construcción de una comunidad de consum=
idores
fieles a la marca a través de los medios sociales y la generación
de contenido de calidad (Pérez & Rivera,<=
span
style=3D'letter-spacing:-.25pt'> 2017,
157).
Adicionalmente, implica un mayor nivel de transparencia y honestidad por parte de las empresas en su comunicación con los
consumidores (López & Cabezuelo, 2020, 89). Asimismo, se debe
considerar que “las empresas deben trabajar en la generación de experiencias positivas para los consumidores a través de la innovación y la diferenciación en sus productos o servicios” (Pérez & Rivera, 2017, 157). Para finalizar, puede establecerse que “la gestión de marca y la confianza del consumidor se basa en la construcción de relaciones de largo plazo entre la marca y los consumidores, a través de la creación de valor y la satisfacción de sus necesidades y expectativas” (López & Cabezuelo, 2020, 90).
En tercera línea, la imagen de marca se refiere a “la percepción que los consumidores tienen de una marca en base a las asociaciones=
que
ésta evoca” (Aaker , 2009, 48). Es =
decir,
se trata de la representación mental que los consumidores tienen
de una marca y que se forma
a partir de sus experiencias, información y conocimientos previos. Entre las características principale=
s de
la imagen de marca, se encuentra “la necesidad de que sea consisten=
te y
coherente en todos los puntos de contacto con el consumidor, ya que esto ayuda a generar una impresión sólida y duradera̶=
1; (Molina, 2011, 95). Asimismo, es importante tener
en cuenta
que la
construcción de la
imagen de marca es un
proceso largo y constante
que abarca distintas tácticas de diseño, marketing y comunicación, y que no se logra de manera instantánea (Aaker , =
span>2009, 50).
En contraste con la imagen de marca tradicional, “en la era digital, la imagen de marca se construye no solo a través de la publicidad y las acciones de marketing, sino también por la interacción que las empresas tienen con los consumidores a través de las redes sociales y otros canales digitales” (Molina, 2011, 96). Asimismo, “la i=
magen
de marca en la era digital implica una mayor transparencia y honestidad por
parte de las empresas en su comunicación con los consumidores” (Aaker ,=
2009,
54). Otra característica importante de la imagen de marca=
es
que “debe ser única y diferenciada de las marcas de la
competencia, para que los consumidores la identifiquen fácilmente y la asocien con una serie de valores y atributos” (Molina, 2011, 97). Además, “la imagen de marca se construye a través de la creación de experiencias positivas para los consumidores, lo que ayuda a generar una relación emocional con la marca y fomenta su fidelidad” (Aaker,
2009, 53).
2.2.
Importancia =
de =
<=
span
lang=3DES style=3D'font-size:8.5pt;mso-bidi-font-size:11.0pt;color:#231F20;
letter-spacing:-.2pt'>la =
<=
span
lang=3DES style=3D'font-size:8.5pt;mso-bidi-font-size:11.0pt;color:#231F20;
letter-spacing:-.2pt'>reputación en línea
En la actualidad digi=
tal, la reputación en línea se ha vuelto una consideración cada vez más importante. La forma en que las personas, empresas y organizaciones se presentan en línea puede tener un impacto significativo en cómo son percibidos por los
demás. Un estudio reciente realizado
por el
Edelman Trust Barometer =
(2019) encontró que tres cuartos de las personas a nivel mundial consideran que la confianza en las redes sociales ha disminuido en los últimos años. Este dato sugiere que la gestión de la reputación en
línea es un aspecto clave en la presencia digital, que requiere
atención y estrategias efectivas para establecer la confianza
y la credibilidad en<=
span
style=3D'letter-spacing:-.2pt'> línea.
En el año 2010,=
Greenpeace publicó u=
n vídeo en el que se destacó la grave situación de la deforestación de los<=
span
style=3D'letter-spacing:-.4pt'> bosques
de Indonesia y su impacto
en el hábitat d=
e los orangutanes en peligro de extinción. El vídeo
hizo referencia a que Nestlé utilizaba aceite de palma procedente de
estos bosques para la elaboración de sus barritas de Kit Kat, lo que originó una importante campaña en su contra en las redes sociales
(Figura 1). A pesar de la indignación de los consumidores, Nestlé =
no abordó la situaci&oacu=
te;n de manera transparente, y eliminó los comentarios relacionados con el tema, lo que generó una respuesta negativa por parte de los usuarios, quienes comenzaron a atacar los perfiles de Nestlé. Para evitar esta crisis,
Nestlé debería haber actuado con integridad, explicando con
claridad y veracidad la situación y el alcance del problema, en vez de mantener una
postura arrogante
y reactiva, para así poder
cambiar su producción y obtener un aspecto positivo
en medio de la crisis.
=
o:p>
Figura =
=
1 <=
span
lang=3DES style=3D'font-size:7.5pt;mso-bidi-font-size:11.0pt;color:#231F20;
letter-spacing:-.2pt'>. Nestlé=
span> y
su mala
reputación en
línea. Fuente: https=
://brandchats.com =
span>
/2014/03/20/reputacion -online-nestle -y-el-aceite-de-palma/
En términos valorativos, una=
buena reputación en línea puede ser crucial
para el éxito de<=
span
style=3D'letter-spacing:-.2pt'> una empresa. Según
la investigación
publicada en la revista Forbes ,
la imagen
que una
empresa proyecta en internet es ahora la principal impresión que se tiene de ella (Hillier, 2021). La confianza que los clientes depositan en la información que se encuentra en línea es un factor determinante en el proceso de toma de decisiones de compra.
Por lo tanto, puede decirse que una reputación negativa puede
disuadir a los consumidores en la etapa de exploración de opciones,
lo que
representa una potencial pérdida de ingresos para la
empresa en cuestión. En =
la
misma línea, el estudio realizado por BrightLoc=
al
( 2023) muestra que el 91% de los consumidores lee reseñas en línea antes de visitar negocios locales, y el 84% confía tanto en las reseñas en línea como en las recomendaciones personales. En resumen, una mala reputación en línea puede impactar negativamente en las ventas y dañar seriamente la imagen de marca de una empresa.
Además, la reputación en línea no solo es
importante para las empresas, sino también para cada persona. En la era digital en la que nos encontramos, la imagen que proyectamos en línea puede tener un gran <=
span
style=3D'letter-spacing:-.3pt'>impacto en
nuestras vidas tanto personales
como profesionales. La =
investigación publicada en CareerBuilder (2018) revela que el 70% de los empleadores revisan las redes sociales de los candidatos antes
de contratarlos. En consecuencia, una gestión de reputación
inoportuna afecta negativamente =
en las oportunidades laborales y el
crecimiento profesional de una persona.
Después de analizar
lo expuesto, queda
claro que es esencial que tanto las micro como macroempresas controlen y manejen su imagen en los nue=
vos
medios. Según un estudio publicado en Entrepreneur , la reputación en lí=
nea se
refiere al conjunto de estrategias y acciones destinadas a vigilar
y regul=
ar las referencias que se hacen en In=
ternet
sobre un negocio, marca, bienes o servicios, con el fin de cuidar y mejorar su imagen. Esto
es crucial
para la gestión =
de la
imagen en Internet y
la promoción
de la
identidad de una empresa (Friedmann, 2019).
En resumen, una buena reputación en
línea es vital y esencial =
en la
era digital en la que nos encontramos. Tanto las personas
como las empresas
tienen la responsabilidad de monitorear<=
span
style=3D'letter-spacing:-.3pt'> y administrar su reputación en Internet para garantizar qu=
e se
forme en el potencial cliente, una impresión favorable. Una buena reputación en línea puede contribuir a mayores ingresos, posibilidades de empleo y una mejor imagen de la empresa; mientras que un=
a mala
reputación puede tener el efecto contrario.
2.3.
Estrategias de e-branding
De una manera general, y como propuesta del presente escrito (Figura 2), podríamos d=
ecir
que las estrategias del =
e-branding son un conjunto de técn=
icas y
tácticas utilizadas para crear y fortalecer la imag=
en de marca en línea. Estas
estrategias deben estar
diseñadas para ayudar
a las empresas a aumentar
su visibilidad, construir una reputación positiva, establecer
conexiones con los clientes y <=
/span>diferenciarse de la competencia. Lo que se presenta a continuación, son algunas de las estrategias que podrían considerarse, =
a =
criterio del =
autor, =
para =
una correcta =
gestión =
del =
también llamado Brand online :
1.
Generació=
;n de contenido.
La creación=
de contenido
valioso y relevante
es una de las
estrategias más<=
span
style=3D'letter-spacing:-.35pt'> importantes de e-branding . Esto incluye la publicación de blogs, videos,
infografías,
tutoriales=
y otros recursos
que sean útiles e informativos para su audiencia. Al generar contenido planificado, puede mejorarse la visibilidad de la marca, establecer su aut=
oridad
en su nicho y aumentar su base de seguidores.
2.&n=
bsp;
Actividad en redes sociales. Las redes soci=
ales son una herramienta clave
para la construcción =
span>de marca en línea. Al utilizar las redes sociales en términ=
os
de administración de las comunidades digitales, puede conectarse con su
audiencia de manera directa, responder preguntas y comentarios, así como promocionar su contenido y productos. Además, las redes sociales también son una forma efectiva de monitorear la reputación de su marca en línea y responder a comentarios negativos
o críticas constructivas. <=
/o:p>
3.&n=
bsp;
Optimización para motores de
búsqueda (SEO). Es una estrategia de e-branding
que se enfoca en mejorar
la visibilidad de su sitio web en los resultados de búsqueda orgánicos. Al optimizar su
sitio web con palabras
clave relevantes y mejorar
su estructura
técnica, así como su contenido, puede aumentar la visibilidad =
de su
marca y atraer más tráfico orgánico a sus cuentas, optimizando el pautaje .
4.&n=
bsp;
Marketing de influencia.
Es una forma efectiva de llegar a nuevas audiencias y aumentar la visibilidad de su marca. Al asociarse con influencers en su nicho, puede aumentar el al=
cance de su marca y crear conexiones con una audiencia
relevante y comprometida.
5.&n=
bsp;
Publicidad en línea. La publicidad en línea
es una forma efectiva de aumentar la visibilidad de su marca y atraer nuevos
clientes. A través de plataformas=
publicitarias en líne=
a como Google Ads ,
Facebook <=
span
style=3D'letter-spacing:-.3pt'>Ads o LinkedIn Ads , puede
segmentar su audiencia y
mostrar anuncios relevantes
a los clientes potenciales. Si bien el crecimiento puede ser acelerado en relación con el crecimiento orgánico, lo principal debe concentrarse en la segmentación adecuada en el universo poblacional.
Figura =
2 <=
span
lang=3DES style=3D'font-size:7.5pt;mso-bidi-font-size:11.0pt;color:#231F20;
letter-spacing:-.2pt'>. Estrategias del e-branding . =
span>
Fuente: elaboración propia. =
span>
2.4.
Gestión de la reputación en =
línea<=
/span>
En tanto definición, se refiere al proceso de supervisar, influir
y controlar la percepción que los usuarios
tienen de una empresa, persona u organización en internet. La
importancia de la gestión de la reputación en línea radica en que, la mayoría de los consumidores, utilizan internet como fuente de
información antes de tomar decisiones de compra o relacionarse con u=
na
empresa u organización.
La gesti&=
oacute;n
de la reputación en línea tiene un impacto directo en la imag=
en
de una empresa u organización, y puede afectar en la confianza de los clientes, la satisfacción del cliente y en definitiva en las ventas. Adicionalmente, puede influir en la decisión de los inversionistas, de los socios comerciales y de los empleados para relacionarse o hacer negocios
con una empresa.
Para gestionar adecuadamente la reputación en línea, es necesario implementar estrategias de monitoreo y análisis de las redes sociales, motores
de búsqueda y otros canales
en línea. Además, se debe tener en cuenta la importancia de la gestión de crisis y la implementación de una política de respuesta
adecuada para abordar cualquier problema de reputación.
Como ya se dijo, la gestión de la reputación en línea implica el proceso de supervisar, medir, analizar y gestionar la percepció=
;n de
una empresa o marca en el entorno digital, incluyendo las redes sociales,=
span> los motores de búsqueda y los sitios web. Según =
Kietzmann y otros autores (2011, 242), la gestión de la reputación en l&iacu=
te;nea
implica “la creación de una presencia en línea
sólida y coherente, la promoción de contenido positivo y la respuesta rápida y efectiva a los comentarios y críticas negativas̶=
1;.
Además, también pue=
de incluir la
implementación de estrategias
de marketing
en línea
para construir y mantener
una imagen positiva
de la marca en el entorno digital
(Tafesse , 2018).
A continuación, se exponen algunas de las consideraciones para una gestión de la reputación efectiva:
•
•=
Impacto =
en =
=
la =
=
confianza del consumidor y la imagen de marca
La confianza del consumidor y la imagen de m=
arca
son elementos
clave en
el mundo
de los
negocios y su gestión adecuada es esencial para el éxito de cualquier empresa. En la actualidad, el e-branding
o la g=
estión de la marca
en línea, juega
un papel crucial
en la construcción <=
/span>de la imagen de marca y la confianza del consumidor. En la literatura latinoamericana, se ha demostrado
que la
confianza del consumidor y la imagen de marca pueden afectar
significativamente las decisiones de compra y la fidelidad a la marca (Londoño
& Roldán, 2018, 60). Por lo tanto, es importante que las empresas
comprendan el impacto que el e-branding
puede tener en la confianza del consumidor y la imagen de marca.<=
/span>
La confianza del consumidor es un aspecto importante en la construcción de la relación entre la marca y el consumidor. De acuerd=
o con
la ya referida investigación realizada por Londoño y
Roldán (2018, 61), la<=
/span> confianza del
consumidor está relacionada<=
/span>
positivamente con la satisfacción del consumidor, <=
span
style=3D'letter-spacing:-.3pt'>la fidelidad a la marca y la intención =
de
recompra. En consecuencia, la imagen de marca puede influir en la confianza del consumidor. En la misma línea, de acuerdo con Rivera y Espinoza (2018, 15), la imagen de marca tiene un impacto significativo en la confianza del consumidor. Una imagen de marca, con percepción
positiva puede aumentar la confianza
del consumidor,
mientras que una percepción negativa puede disminuirla.
En la act=
ual era
digital, en la que nos encontramos inmiscuidos, la imagen de marca en
línea adquiere una relevancia transcendental debido a la propia naturaleza del internet y del comercio
electrónico. De acuerdo =
con Vásquez
(2017, 67), la imagen de marca en línea puede convertirse en un factor determinante para la elección del consumidor en el momento de adquirir un producto o servicio. Asimismo, la investigación bibliográfica respalda la idea de que una imagen de marca positiva en línea puede
tener un impacto directo en
el aumento
de la
intención de compra
del consumidor,
así como en su fidelidad hacia la marca. <=
/p>
Resumiendo, diremos que resulta fundamental destacar que tanto la imagen de marca como la confianza del consumidor son
aspectos primordiales para establecer relaciones fructíferas entre l=
a
marca y su público. En este sentido, es
posible aseverar que el e-branding posee un peso significativo
en
la generación de confianza por
parte del consumidor, <=
span
style=3D'letter-spacing:-.3pt'>por lo
cual es crucial que las
empresas adquieran habilidades para emplear estratégicamen=
te el e-branding con el fin de fortalece=
r y
mantener una imagen positiva
de la marca, aumentando de esta forma la confianza que el consumidor deposita en ella.
3.
Conclusiones
Podemos llegar a la conclusión de que el e-branding es una herramienta importante y necesaria para gestionar la reputación online de las empresas en la época actual. Especialmente en un mundo cada vez más conectado digitalmente y cuya transferencia de información es inmediata.
La evidencia
documental registrada a partir de =
casos
prácticos ha demostrado que el uso efectivo de e-branding conduce a una mejora significativa en la percepción que los consumidores y clientes potenciales tienen sobre la marca, lo que a su vez conduce a un aumento en la cantidad de confianza que se deposita en la empresa.
Continuando en la
misma línea, es =
fundamental destacar que una gestión
ineficaz de la reputación online de una organización puede tener efectos potencialmente catastróficos tanto en la percepción de la
marca por parte del público como en su nivel de confianza en la empr=
esa. Tal
como lo demostró la bibliografía empleada, es esencial que
las empresas
adopten un enfoque activo y decidido
en la
gestión de su reputación en línea. Estas empresas deben hacer uso de herramientas eficientes como estrategias de e-branding
para construir y preservar una imagen de marca favorable.
De manera similar, la administración adecuada de una
reputación en línea y la aplicación estratégica=
e-brandi=
ng pueden ayudar a las em=
presas a
posicionarse mejor en un mercado cada vez más competitivo, lo que<=
span
style=3D'letter-spacing:-.45pt'> a su vez conduce a un aumento
en la confianza y la fidelidad del cliente.
La gestión de la reputación en líne=
a de una organización, y el desarrollo de estrategias=
para un e-branding exitoso, requieren que la empresa esté preparada para invertir
tiempo y recursos. Esto implica vigilar
de cerca su presencia en línea en todo momento; brindar una respuesta rápida y útil a los comentarios y
preguntas planteados por los clientes y/o
usuarios; y garantizar que su comunicación con la audiencia sea abierta y honesta en todo momento.
Finalmente, con la operacionalización del objetivo de este escrito,
se ha demostrado que una adecuada y correcta gestión de la reputación online, así como el
uso de
estrategias adecuadas para el e-branding , favorecen a
la construcción
y subsistencia
positiva de la imagen de
marca de una empresa. Para
ayudar a las empresas
a mantener
su relevancia y
su competitividad
en un
entorno digital en constante cambio, es importante conocer
y considerar las investigaciones en esta área.
Referencias bibliográficas
Aaker , D. A. (2009). La =
construcci&oa=
cute;n de =
=
marcas =
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Reseña curricular:
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esor
de la carrera de Diseño Gráfico de la Universidad de Cuenca
(Ecuador). Tamb=
ién es profesor
de la
carrera de Realización y<=
/span>
Producción Audiovisual en el Instituto Superior
Tecnológico del Azuay (Ecuador). Doctorando en Diseño por la Universidad de Palermo (Argentina). Es director académico del Instituto de Capacitación ICE (Ecuador), y es CEO de Pixelia <=
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