Ítem
Acceso Abierto
Lexicometría y valor de marca: un análisis del discurso digital de cerveza Poker
Título de la revista
Autores
Peña Sánchez, Juan sebastian
Fecha
2025-12-10
Directores
Páez Valdez, Julián Enrique
ISSN de la revista
Título del volumen
Editor
Universidad del Rosario
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Resumen
El documento analiza cómo Cerveza Poker ha construido su valor de marca a través de estrategias de comunicación digital centradas en la amistad. Utiliza la lexicometría para estudiar miles de comentarios de consumidores en plataformas digitales y, mediante un modelo mixto de análisis textual, identifica las percepciones, emociones y narrativas que influyen en la conexión emocional, la recordación y la decisión de compra. El estudio demuestra que la narrativa de la amistad fortalece la lealtad hacia la marca y propone la lexicometría como una herramienta útil para el marketing y la toma de decisiones.
Abstract
This research seeks to understand the context of the evolution of digital communication in the beer industry and how the most recognized brands, especially Poker beer in Colombia, have proposed effective communication strategies based on brand equity to connect with their consumers. The study addresses the main global communication strategies in the beer sector and analyzes in detail how Poker's brand narrative, centered on values such as friendship, directly influences consumer loyalty and purchasing decisions. At the business level, the research seeks to provide a detailed analysis of the commercial impact of these emotionally significant strategies by offering a methodological model for decision-making in the marketing area of companies based on lexicometrics. In the methodological development of the research, several data collection and knowledge analysis strategies were employed based on documentary research, ethnographic interviews, and lexicometric analysis using tools such as scraping, textometry, the Reinert Method, and dendrograms (CFA), in order to rigorously understand consumer opinions on digital platforms. The main objective of the research is to validate that Poker's communication strategy has managed to generate strong brand awareness and a sense of belonging among consumers, which positively influences their purchasing decision, in addition to testing and validating the analysis model, which allows us to expand the range of tools for understanding and collecting consumer data in order to retrieve important insights for the development of new digital strategies, since the implications of this study suggest that building solid brands through communication strategies where brand value can be made visible can represent a competitive advantage for organizations.
Palabras clave
Comunicación digital , Industria cervecera , Valor de marca , Narrativa de marca , Comportamiento del consumidor , Decisión de compra , Lexicometría , Insights del consumidor , Estrategia de marketing , Branding emocional , Plataformas digitales
Keywords
Digital communication , Beer industry , Brand equity , Brand narrative , Consumer loyalty , Purchasing decisions , Lexicometry , Consumer insights , Brand awareness , Marketing strategy , Emotional branding , Digital platforms
