El impacto de la comunicación planificada en Instagram: el caso de Gamma Sporting
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Date
2025-05-23
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Editors
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Publisher
Corporación Universitaria Minuto de Dios - UNIMINUTO
Type
Monografía
Rights
Acceso Abierto - http://purl.org/coar/access_right/c_abf2
Abstract
Esta investigación analiza cómo la marca Gamma Sporting usa Instagram para comunicar su propuesta y ganar peso en el mercado de ropa deportiva. El punto de partida fue notar que, aunque la empresa pública con frecuencia, esa actividad no siempre se traduce en recordación ni en ventas. Por eso, el objetivo general fue estudiar de qué manera la comunicación en esta red podría ajustarse para mejorar el posicionamiento y la relación con sus seguidores.
La investigación siguió un enfoque mixto, descriptivo-correlacional. Se revisaron 20 post del perfil de Gamma Sporting mediante un análisis de contenido, se encuestó a 24 seguidores activos y se entrevistó a un integrante del equipo de marketing digital. Los datos revelan que los contenidos vivenciales sobre videos de rutinas y opiniones de clientes generan una alta interacción que las publicaciones centradas solo en el producto. Además, mantener la misma línea visual y publicar con regularidad refuerza la percepción de profesionalismo. También se comprobó que responder comentarios y mensajes directos aumenta la intención de compra casi en un 30 % .En conclusión, una estrategia que combine historias de uso reales, una estética coherente y una atención constante a la audiencia mejora de forma notable el valor de la marca en Instagram. Se propone, por tanto, establecer un calendario editorial enfocado en experiencias de clientes y consejos de entrenamiento para sostener este crecimiento.
This research explores how the brand Gamma Sporting uses Instagram to communicate its value proposition and strengthen its presence in the sportswear market. The starting point was the observation that, although the brand posts frequently, this activity doesn't always lead to brand recall or increased sales. For that reason, the main goal was to study how its communication strategy on Instagram could be adjusted to improve positioning and build stronger connections with followers. The study followed a mixed, descriptive-correlational approach. It included a content analysis of 20 posts from Gamma Sporting’s profile, a survey of 24 active followers, and an interview with a member of the digital marketing team. Findings show that real-life content, such as workout videos and customer testimonials drives significantly more engagement than posts focused solely on products. Additionally, keeping a consistent visual style and posting regularly strengthens the brand’s image of professionalism. The study also confirmed that replying to comments and direct messages increases purchase intent by nearly 30%. In conclusion, a strategy that blends authentic user stories, a cohesive aesthetic, and ongoing audience interaction meaningfully enhances the brand’s value on Instagram. Based on these insights, it is recommended to implement an editorial calendar centered on customer experiences and workout tips to sustain this growth.
This research explores how the brand Gamma Sporting uses Instagram to communicate its value proposition and strengthen its presence in the sportswear market. The starting point was the observation that, although the brand posts frequently, this activity doesn't always lead to brand recall or increased sales. For that reason, the main goal was to study how its communication strategy on Instagram could be adjusted to improve positioning and build stronger connections with followers. The study followed a mixed, descriptive-correlational approach. It included a content analysis of 20 posts from Gamma Sporting’s profile, a survey of 24 active followers, and an interview with a member of the digital marketing team. Findings show that real-life content, such as workout videos and customer testimonials drives significantly more engagement than posts focused solely on products. Additionally, keeping a consistent visual style and posting regularly strengthens the brand’s image of professionalism. The study also confirmed that replying to comments and direct messages increases purchase intent by nearly 30%. In conclusion, a strategy that blends authentic user stories, a cohesive aesthetic, and ongoing audience interaction meaningfully enhances the brand’s value on Instagram. Based on these insights, it is recommended to implement an editorial calendar centered on customer experiences and workout tips to sustain this growth.
Description
Analizar las estrategias de interacción digital utilizadas por Gamma Sporting en Instagram para identificar oportunidades de optimización en la relación con sus usuarios.
Keywords
Strategic Communication, Instagram, Digital Marketing, Social Media, Sports sales, Comunicación estratégica, Instagram, Marketing digital, Redes sociales, Ventas deportivas.