Estrategias de marketing digital en dropshipping : un estudio multicasos comparativo entre guto.com y sus competidores directos: de rocha y bitked.

Abstract

This study analyzes the digital marketing strategies implemented by three Colombian companies operating under the dropshipping business model: Guto.com, De Rocha, and Bitked. The main objective is to examine the relationship between digital content types, posting frequency, and audience engagement on social media. A sequential mixed-methods approach was employed, combining qualitative content analysis based on the Hero–Hub–Help framework with a quantitative analysis of performance indicators on Facebook and Instagram during the period from June to July 2025.The findings reveal that brands adopting a balanced content strategy that integrates Hero, Hub, and Help content, together with consistent posting frequency and a strong visual identity, achieve higher engagement levels and stronger relationships with their audiences. De Rocha demonstrated the best overall performance by combining educational, promotional, and aspirational content, whereas Bitked focused primarily on Hub content. In contrast, Guto.com exhibited a digital strategy still in its development stage, characterized by limited content diversification, low posting frequency, and lower engagement rates.The study concludes that competitive differentiation in the dropshipping sector depends not only on the products offered but also on the ability of brands to create valuable, trustworthy, and emotionally engaging content. Finally, the research highlights the importance of implementing a strategic content plan based on the Hero–Hub–Help model to strengthen digital positioning and improve commercial performance in highly competitive e-commerce environments.