Enhancing Brand Positioning through Social Media Strategies during Crises: A Case Study of a Peruvian Micro-Bakery amidst COVID-19

Abstract

This study examines the adaptive strategies of a Peruvian micro-bakery, "Alfonsina Hecho en Casa," in response to the challenges posed by the COVID-19 pandemic. Utilizing a mixed-methods approach, the research analyzes the effectiveness of brand positioning through social media platforms, specifically Facebook and Instagram. Data collection included a digital content analysis, customer surveys, and an in-depth interview with the business owner. Findings highlight how targeted digital engagement, visual content, and adaptive communication strategies facilitated customer retention and brand visibility. Key insights suggest that emotionally-driven and personalized content can strengthen brand positioning, particularly during crises. The study underscores the importance of agile digital marketing practices and quality-driven communication for sustaining small businesses in a dynamic market environment. Limitations involve the focus on a single business context without longitudinal analysis. Further research is recommended to explore the long-term effects of social media strategies on brand loyalty and to compare digital adaptation approaches across different sectors.