Modelo de gestión de marketing digital con sistemas de información para fortalecer marca tecnológica en redes sociales

Abstract

CONDITION FOR PUBLICATION OF PROJECT. This project analyzes the impact of digital marketing and management information systems on brand strengthening through social media in small and medium-sized enterprises. Its main objective is to identify how the strategic use of digital platforms, combined with data analysis, can influence decision-making aimed at brand consolidation. The hypothesis states that the coordinated application of digital marketing and information systems significantly contributes to enhancing brand presence and positioning. The development of the project involved a specialized literature review and case study analysis. Documentary research techniques were applied, as well as the evaluation of social media metrics and classification of strategies used in digital environments. The results showed that companies implementing defined social media marketing tactics, supported by information systems, achieved better brand recognition and increased engagement with target audiences. It is concluded that digital marketing, when managed based on accurate and updated information, is an effective tool for strengthening brands and supporting strategic decision-making in competitive digital settings. Keywords: Social media, positioning, management information, digital metrics.