Impacto de las redes sociales en la gestión empresarial y el posicionamiento de marca.

Abstract

The article examines how social media strategies and practices influence business management and brand positioning by integrating content, platforms, engagement, and brand equity metrics. A sequential explanatory mixed-methods design is used, combining a systematic literature review with a cross-sectional empirical study. The empirical phase includes surveys of 150 consumers and 40 brand managers, as well as an analysis of 120 posts from six organisations in the luxury, higher education, and small business sectors, complemented with native interaction metrics. Based on Likert-type scales, indices of engagement, brand equity, content quality, and social media management maturity are constructed. Findings show that social media perform four strategic functions: supporting the customer journey, sustaining relationships and community, enabling organisational learning, and governing the brand narrative. Perceived content quality is positively associated with engagement, which in turn strengthens brand equity, forming a chain that links creative decisions to positioning outcomes. Luxury brands achieve the highest levels, followed by universities, while small and medium-sized enterprises show marked gaps in strategic and resource maturity. The study concludes that digital presence generates value only when grounded in high-quality content, deliberate platform orchestration, and robust measurement systems.