Analysis of Digital Communication Through Facebook for the Construction of an Iconic Brand: Tambo+ 2022

Abstract

The purpose of this research is to analyze digital communication for the construction of an iconic brand, Tambo+ 2022, in Lima, since it belongs to an entity that seeks to implement improvements for the acquisition of new customers and consolidate its position in the market. A qualitative approach was applied, in which 25 publications from the brand’s Facebook fanpage were analyzed. Through an observation sheet, the interface, navigation, interactivity, immersion and accessibility and usability were studied. The results showed that the publications do have positive characteristics and facilitate the transmission of the message, mainly through images, which ensure high interactivity. However, improvements in formats are still needed, allowing people with disabilities to interact with publications. In conclusion, there are opportunities for improvement with respect to Tambo+’s digital communication, which must be taken advantage of to transmit messages in accordance with the purpose of brand positioning, so that they lead to the loyalty of a greater number of customers. © 2025 Elsevier B.V., All rights reserved.