Identifying the AIDA Model in social media marketing for gourmet restaurants to achieve customer loyalty in Cochabamba
DOI:
https://doi.org/10.23881/idupbo.025.2-4eKeywords:
Digital marketing, Social networks, Fidelisation, AIDA, Food companies, GourmetAbstract
In recent years, digital marketing has grown significantly in Bolivia, being adopted by both individuals and businesses in their processes. Social media has improved the user experience by allowing the creation of varied content, facilitating communication and interaction. In Cochabamba, considered the country's gastronomic capital, many companies in the sector, regardless of their size or market share, have integrated at least one social media platform for commercial purposes. This study aims to identify which social media tools are most effective in capturing the public's attention according to the segment and type of restaurant. To achieve this, interviews were conducted with eight representative gourmet restaurants in Cochabamba, including owners, managers, and social media supervisors, providing a comprehensive view of the strategies applied. Through interviews, context analysis, and the use of a theoretical model, it is concluded that even a minimal digital presence is key. The analysis was conducted using Atlas.ti software, through coding and semantic networks, applying theoretical saturation criteria to ensure the validity of the findings. Social platforms allow for faster and more direct communication with customers, which is essential for building loyalty in today's gastronomic environment.Downloads
References
N. Dávila Espuela, M. D. Reina Paz y C. Sevilla, “Social networks and customer loyalty: Review of loyalty keys and main social networks publications’ characteristics,” Frontiers in Psychology, vol. 14, p. 1286445, 2023, doi: 10.3389/fpsyg.2023.1286445.
M. Z. Hossain y H. Kibria, “Exploring the evolution of brand loyalty in the age of social media,” Journal of Service Science and Management, vol. 17, no. 3, pp. 311–327, 2024, doi: 10.4236/jssm.2024.173011.
F. Ali, C. Suveatwatanakul, L. Nanu et al., “Social media marketing and brand loyalty: Exploring interrelationships through symmetrical and asymmetrical modeling,” Spanish Journal of Marketing – ESIC, vol. 29, no. 1, pp. 114–135, 2024, doi: 10.1108/SJME-08-2023-0219.
Pretii LAT, “Estadísticas de fidelización de clientes en 2024,” Pretii LAT Insights, 2024. [En línea]. Disponible en: https://pretii.lat/articulo/estadisticas-fidelizacion-clientes-2024
A. Barraza Macías, Metodología de la investigación cualitativa: Una perspectiva interpretativa, pp. 15–35. México: Editorial UPD, 2023. [En línea]. Disponible en: https://www.upd.edu.mx/PDF/Libros/MetodologiaInvestigacion.pdf
R. K. Yin, Qualitative Research from Start to Finish, 2nd ed. New York, NY, USA: The Guilford Press, 2016.
Guzmán, “El método cualitativo y su aporte a la investigación en las ciencias sociales,” Revista Gestionar, no. 36, pp. 45–60, 2021, doi: 10.35622/j.rg.2021.04.002.
E. Suárez, “Método inductivo y deductivo,” Experto Universitario, 2024. [En línea]. Disponible en: https://expertouniversitario.es/blog/metodo-inductivo-y-deductivo/
Marketers Group, “Modelo AIDA: ¿Debemos aplicarlo también en las campañas de email marketing?,” 2023. [En línea]. Disponible en: https://marketersgroup.es/modelo-aida-debemos-aplicarlo-tambien-en-las-campanas-de-email-marketing/
R. Espinosa, “¿Qué es el modelo AIDA en marketing?,” 2019. [En línea]. Disponible en: https://robertoespinosa.es/2017/04/11/modelo-aida-marketing-metodo/
J. Amespil, “AIDA: conoce el método y aprende a aplicarlo,” Salesforce Blog, 2022. [En línea]. Disponible en: https://www.salesforce.com/mx/blog/metodo-aida
J. Li y H. Yu, “Un modelo de marketing innovador basado en AIDA: Un caso de marketing en campus de banca electrónica del Banco de Construcción de China,” iBusiness, vol. 5, pp. 47–51, 2013.
K. Auliasari, M. Kertaningtyas y D. Willis, “Modelo Penerapan AIDA pada Pembuatan Konten Marketing Digital Kreasi Kayu IMMUX,” Suluah Bendang: Jurnal Ilmiah Pengabdian Kepada Masyarakat, 2021.
M. Patidar, “MBA notes – DAGMAR model,” 2019. [En línea]. Disponible en: https://www.enotesmba.com/2012/07/mba-notes-dagmar-model_27.html
G. Zakharova García, Discurso persuasivo en páginas web de turismo: balnearios en los Cárpatos ucranianos, Tesis doctoral, Universidad de Málaga, 2023.
A. J. Lorente Páramo, La efectividad en el e-mail marketing: Modelo teórico unificado y estudio de las influencias culturales, Tesis doctoral, Universidad Politécnica de Madrid, 2020.
J. D. Fernández Fernández, “Implementación de marketing gastronómico en las empresas gastronómicas bolivianas,” Orbis Tertius – UPAL, vol. 8, no. 16, pp. 73–95, 2024, doi: 10.59748/ot.v8i16.160.
R. A. Moreira Ortega, “Estrategias de marketing digital dirigida a un restaurant,” Prohominum, no. 13, pp. 56–70, 2022, doi: 10.47606/ACVEN/PH0139.
R. N. Perez Ripossio, “El análisis cualitativo con Atlas.ti 22 en ciencias sociales: nuevas herramientas y aplicaciones concretas,” Perspectivas Metodológicas, no. 5, pp. 1–10, 2023, doi: 10.18294/pm.2023.4324.
Downloads
Additional Files
Published
Issue
Section
License
Copyright (c) 2026 Rodrigo Suarez, Sonia de la Fuente, Rodrigo Ruiz
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Creative Commons Attribution-Noncommercial-Share Alike
CC BY-NC-SA
This license lets others remix, tweak, and build upon your work for non-commercial purposes, as long as they credit the author(s) and license their new creations under the identical terms.
The authors can enter additional separate contract agreements for non-exclusive distribution of the version of the article published in the magazine (for instance, they may publish it in an institutional repository or a book), subject to an acknowledgement of its initial publication in this magazine.