TY - GEN
T1 - Estrategias de marketing digital y el posicionamiento en pymes de comercialización de ropa infantil
AU - André Castro-Gutiérrez, William
AU - Antonio Lucio-Venegas, Marco
AU - Larry Luis Felipe Mendoza-Castillo, Álvaro
AU - Elder Ventura-Aguilar, Henry
AU - Walter Valderrama-Puscan, Marlon
N1 - Publisher Copyright:
© 2024 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2024/1/1
Y1 - 2024/1/1
N2 - The study for this article was conducted in a small company dedicated to the marketing of children's clothing with the objective of determining the level of relationship between the digital marketing strategy and positioning in the customers of textile products of the company Chikitines SAC. To find this relationship, a 35-item questionnaire about digital marketing and positioning was developed, and a population of 450 customers was identified, of which 208 individuals were surveyed virtually and in person as a sample. With this it was determined that the relationship between both variables is very high positive with a Spearman's Rho equal to 0.901 and a significance <0.01, which shows that digital marketing strategies have a direct and significant impact on the positioning of the company in the minds of its customers.
AB - The study for this article was conducted in a small company dedicated to the marketing of children's clothing with the objective of determining the level of relationship between the digital marketing strategy and positioning in the customers of textile products of the company Chikitines SAC. To find this relationship, a 35-item questionnaire about digital marketing and positioning was developed, and a population of 450 customers was identified, of which 208 individuals were surveyed virtually and in person as a sample. With this it was determined that the relationship between both variables is very high positive with a Spearman's Rho equal to 0.901 and a significance <0.01, which shows that digital marketing strategies have a direct and significant impact on the positioning of the company in the minds of its customers.
KW - Digital Marketing
KW - Positioning
KW - Positive relationship
KW - Strategies
UR - https://www.scopus.com/pages/publications/85203847464
U2 - 10.18687/LACCEI2024.1.1.609
DO - 10.18687/LACCEI2024.1.1.609
M3 - Contribución a la conferencia
AN - SCOPUS:85203847464
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 22nd LACCEI International Multi-Conference for Engineering, Education and Technology
PB - Latin American and Caribbean Consortium of Engineering Institutions
T2 - 22nd LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2024
Y2 - 17 July 2024 through 19 July 2024
ER -