Resumo

SUAREZ ARCE, Rodrigo Adrián; LA FUENTE CARDONA, Sonia Daniela  e  RUIZ ANDIA, Rodrigo. Identifying the AIDA Model in social media marketing for gourmet restaurante to achieve customer loyalty in Cochabamba. Inv. y Des. [online]. 2025, vol.25, n.2, pp.132-166.  Epub 30-Dez-2025. ISSN 2518-4431.  https://doi.org/10.23881/idupbo.025.2-4e.

In recent years, digital marketing has grown significantly in Bolivia, being adopted by both individuals and businesses in their processes. Social media has improved the user experience by allowing the creation of varied content, facilitating communication and interaction. In Cochabamba, considered the country’s gastronomic capital, many companies in the sector, regardless of their size or market share, have integrated at least one social media platform for commercial purposes. This study aims to identify which social media tools are most effective in capturing the public’s attention according to the segment and type of restaurant. To achieve this, interviews were conducted with eight representative gourmet restaurants in Cochabamba, including owners, managers, and social media supervisors, providing a comprehensive view of the strategies applied. Through interviews, context analysis, and the use of a theoretical model, it is concluded that even a minimal digital presence is key. The analysis was conducted using Atlas.ti software, through coding and semantic networks, applying theoretical saturation criteria to ensure the validity of the findings. Social platforms allow for faster and more direct communication with customers, which is essential for building loyalty in today’s gastronomic environment.

Palavras-chave : Digital marketing; social media; loyalty; AIDA; food companies; gourmet.

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