Facebook digital marketing analysis in Pachuca Hidalgo restaurants in historic downtown, Mexico

Análisis del marketing digital modalidad Facebook en restaurantes del centro histórico de Pachuca, Hidalgo México

Abstract

This research is about digital marketing since its considerable importance because today we are a digital society and this influences people's decisions. This work focuses on restaurant-type establishments in Pachuca, Hidalgo downtown, and presents through an exploratory, transversal and quantitative research the results of the variables attention, interest, desire and action of the Facebook pages, Through a survey with a Likert scale with 28 indicators, the concepts of marketing, digital marketing and inbound marketing are also explored, as well as the importance of the restaurant industry in the global and national economy. The results show the usefulness of the instrument to know the application of digital marketing in the aforementioned establishments. The main conclusions consider that the instrument allows the comparability of restaurants, as a group or by the individuality in companies, other fact is that this restaurants could improve their content on Facebook by taking into account the recommendations and results of the applied instrument. It is applicable to other types of social networks such as Instagram and web pages. The survey solves the problem of how to improve the approach of consumers in digital media.