El "Roasting" como estrategia de marketing en comidas rápidas, un análisis de su impacto en la percepción de marca y su efectividad comunicacional en Tegucigalpa
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Date
2025-12-17
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Universidad Tecnológica Centroamericana UNITEC
Abstract
El presente trabajo de investigación titulado “El roasting como estrategia de marketing en comidas rápidas: un análisis de su impacto en la percepción de marca y su efectividad comunicacional en Tegucigalpa”. surge de la necesidad de comprender cómo las nuevas dinámicas digitales están transformando la comunicación entre marcas y consumidores. En particular, se aborda el roasting, una práctica basada en el uso del humor, la ironía y la crítica directa hacia la competencia o hacia el restaurante mismo, que ha ganado relevancia como estrategia de marketing en redes sociales. Esta investigación tiene como objetivo principal analizar cómo las marcas locales de comida rápida utilizan el roasting en redes sociales como parte de sus estrategias de marketing digital. La metodología se desarrolló bajo un enfoque mixto, combinando técnicas cuantitativas y cualitativas. En la fase cuantitativa Se aplicaron 384 encuestas a consumidores de comida rápida en Tegucigalpa con el fin de identificar la percepción, los elementos persuasivos más valorados y el nivel de influencia del roasting en su decisión de consumo. En la fase cualitativa, se realizaron cinco entrevistas a profundidad a representantes de restaurantes de este sector, con el propósito de obtener una visión integral tanto desde la perspectiva del consumidor como de las marcas, comprender las motivaciones, expectativas y experiencias que han utilizado o consideran implementar esta estrategia en sus redes sociales. Los resultados muestran que, en conclusión, el roasting se presenta como una estrategia de marketing digital con un potencial significativo para las marcas de comida rápida en Tegucigalpa, siempre que se ejecute con creatividad, coherencia con la identidad de marca y un balance adecuado entre humor y respeto hacia la competencia. Este estudio aporta al conocimiento académico sobre comunicación digital y estrategias de marketing, y ofrece a las empresas locales recomendaciones prácticas para la aplicación responsable y efectiva del roasting como herramienta persuasiva en el mercado actual
This research study, titled “Roasting as a Marketing Strategy in Fast Food: An Analysis of Its Impact on Brand Perception and Communication Effectiveness in Tegucigalpa”, arises from the need to understand how new digital dynamics are transforming communication between brands and consumers. Specifically, it addresses roasting practice based on the use of humor, irony, and direct criticism toward competitors or the restaurant itself—which has gained relevance as a marketing strategy on social media. The primary objective of this research is to analyze how local fast-food brands use roasting on social media as part of their digital marketing strategies. The methodology was developed using a mixed-methods approach, combining quantitative and qualitative techniques. In the quantitative phase, 384 surveys were conducted with fast-food consumers in Tegucigalpa to identify their perceptions, the most valued persuasive elements, and the level of influence of roasting on their consumption decisions. In the qualitative phase, five in-depth interviews were conducted with representatives from restaurants in this sector to gain a comprehensive understanding from both the consumer and brand perspectives, exploring the motivations, expectations, and experiences related to the use or potential implementation of this strategy on social media. The results indicate that roasting emerges as a digital marketing strategy with significant potential for fast-food brands in Tegucigalpa, provided it is executed with creativity, alignment with brand identity, and an appropriate balance between humor and respect toward competitors. This study contributes to academic knowledge on digital communication and marketing strategies and provides local businesses with practical recommendations for the responsable and effective application of roasting as a persuasive tool in the current market.
This research study, titled “Roasting as a Marketing Strategy in Fast Food: An Analysis of Its Impact on Brand Perception and Communication Effectiveness in Tegucigalpa”, arises from the need to understand how new digital dynamics are transforming communication between brands and consumers. Specifically, it addresses roasting practice based on the use of humor, irony, and direct criticism toward competitors or the restaurant itself—which has gained relevance as a marketing strategy on social media. The primary objective of this research is to analyze how local fast-food brands use roasting on social media as part of their digital marketing strategies. The methodology was developed using a mixed-methods approach, combining quantitative and qualitative techniques. In the quantitative phase, 384 surveys were conducted with fast-food consumers in Tegucigalpa to identify their perceptions, the most valued persuasive elements, and the level of influence of roasting on their consumption decisions. In the qualitative phase, five in-depth interviews were conducted with representatives from restaurants in this sector to gain a comprehensive understanding from both the consumer and brand perspectives, exploring the motivations, expectations, and experiences related to the use or potential implementation of this strategy on social media. The results indicate that roasting emerges as a digital marketing strategy with significant potential for fast-food brands in Tegucigalpa, provided it is executed with creativity, alignment with brand identity, and an appropriate balance between humor and respect toward competitors. This study contributes to academic knowledge on digital communication and marketing strategies and provides local businesses with practical recommendations for the responsable and effective application of roasting as a persuasive tool in the current market.
Keywords
Roasting, Estrategias de Marketing, Comidas Rápidas