Influencia de los descuentos y los regalos en redes sociales sobre el brand equity del patrimonio cultural de un destino

1. Esmeralda Crespo Almendros ¹
2. Mª Belén Prados-Peña ¹
3. Lucia Porcu ¹
4. Juan Miguel Alcántara Pilar ¹

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Abstract

Social media marketing communications are among the current strategies used to provide visibility to cultural heritage, sales promotions being especially relevant. Nevertheless, despite the fact that social media have recently gained momentum, there is still a dearth of research on the relationship between social marketing activities and brand equity. In this regard, this paper sought to know how the use of promotional discounts and gifts on social media contributes to build heritage brand equity. To pursue this research aim, a quasi-experimental study has been designed and carried out among online users implementing two promotional stimuli (discount vs gift). The findings suggest that gifts perform better in terms of improvement of brand equity, except in the case of the internauts with a strong sales promotion orientation, for which promotional discounts resulted to be more appropriate.

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