Estrategias del marketing digital en el comportamiento del consumidor de motocicletas

Gianella Tatiana Escobar-Lazo; Linda Hardelina Karin Quiñe-Alcantara; Marlon Walter Valderrama-Puscan; Alvaro Larry Luis Felipe Mendoza-Castillo; Luisamaría Antonella Prado Ibáñez

doi:10.18687/LEIRD2023.1.1.219

Estrategias del marketing digital en el comportamiento del consumidor de motocicletas

Gianella Tatiana Escobar-Lazo
, Linda Hardelina Karin Quiñe-Alcantara
, Marlon Walter Valderrama-Puscan
, Alvaro Larry Luis Felipe Mendoza-Castillo
, Luisamaría Antonella Prado Ibáñez

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

This article entitled Digital marketing strategies in motorcycle consumer behavior, had the purpose of determining the relationship between our dependent variable digital marketing strategies and our independent variable consumer behavior. The methodology for this study was applied, it had a non-experimental cross-sectional design, with a quantitative approach, for this a questionnaire was structured, having a probabilistic sample which was made up of 231 clients of a motorcycle sales company, who responded two questionnaires of 15 and 17 items. The results of this article confirmed that both study variables have a significant relationship, with a correlation coefficient of 0.649 between the digital marketing strategies variable and the consumer behavior variable, indicating that there is a moderate positive level of correlation, demonstrating thus its efficiency in the different virtual channels and the importance in the purchase of motorcycle consumers.

Translated title of the contribution	Digital marketing strategies in motorcycle consumer behavior
Original language	Spanish
Title of host publication	Proceedings of the 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development
Subtitle of host publication	"Igniting the Spark of Innovation: Emerging Trends, Disruptive Technologies, and Innovative Models for Business Success", LEIRD 2023
Publisher	Latin American and Caribbean Consortium of Engineering Institutions
ISBN (Electronic)	9786289520774
DOIs	https://doi.org/10.18687/LEIRD2023.1.1.219
State	Published - 1 Jan 2023
Event	3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2023 - Virtual, Online Duration: 4 Dec 2023 → 6 Dec 2023

Publication series

Name	Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
ISSN (Electronic)	2414-6390

Conference

Conference	3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2023
City	Virtual, Online
Period	4/12/23 → 6/12/23

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Access to Document

10.18687/LEIRD2023.1.1.219

Cite this

Escobar-Lazo, G. T., Quiñe-Alcantara, L. H. K., Valderrama-Puscan, M. W., Mendoza-Castillo, A. L. L. F., & Ibáñez, L. A. P. (2023). Estrategias del marketing digital en el comportamiento del consumidor de motocicletas. In Proceedings of the 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development: "Igniting the Spark of Innovation: Emerging Trends, Disruptive Technologies, and Innovative Models for Business Success", LEIRD 2023 Article 219 (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology). Latin American and Caribbean Consortium of Engineering Institutions. https://doi.org/10.18687/LEIRD2023.1.1.219

Escobar-Lazo, Gianella Tatiana ; Quiñe-Alcantara, Linda Hardelina Karin ; Valderrama-Puscan, Marlon Walter et al. / Estrategias del marketing digital en el comportamiento del consumidor de motocicletas. Proceedings of the 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development: "Igniting the Spark of Innovation: Emerging Trends, Disruptive Technologies, and Innovative Models for Business Success", LEIRD 2023. Latin American and Caribbean Consortium of Engineering Institutions, 2023. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

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title = "Estrategias del marketing digital en el comportamiento del consumidor de motocicletas",

abstract = "This article entitled Digital marketing strategies in motorcycle consumer behavior, had the purpose of determining the relationship between our dependent variable digital marketing strategies and our independent variable consumer behavior. The methodology for this study was applied, it had a non-experimental cross-sectional design, with a quantitative approach, for this a questionnaire was structured, having a probabilistic sample which was made up of 231 clients of a motorcycle sales company, who responded two questionnaires of 15 and 17 items. The results of this article confirmed that both study variables have a significant relationship, with a correlation coefficient of 0.649 between the digital marketing strategies variable and the consumer behavior variable, indicating that there is a moderate positive level of correlation, demonstrating thus its efficiency in the different virtual channels and the importance in the purchase of motorcycle consumers.",

keywords = "Digital marketing, consumer behavior",

author = "Escobar-Lazo, \{Gianella Tatiana\} and Qui{\~n}e-Alcantara, \{Linda Hardelina Karin\} and Valderrama-Puscan, \{Marlon Walter\} and Mendoza-Castillo, \{Alvaro Larry Luis Felipe\} and Ib{\'a}{\~n}ez, \{Luisamar{\'i}a Antonella Prado\}",

note = "Publisher Copyright: {\textcopyright} 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.; 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2023 ; Conference date: 04-12-2023 Through 06-12-2023",

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month = jan,

day = "1",

doi = "10.18687/LEIRD2023.1.1.219",

language = "Espa{\~n}ol",

series = "Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology",

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booktitle = "Proceedings of the 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development",

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Escobar-Lazo, GT, Quiñe-Alcantara, LHK, Valderrama-Puscan, MW, Mendoza-Castillo, ALLF & Ibáñez, LAP 2023, Estrategias del marketing digital en el comportamiento del consumidor de motocicletas. in Proceedings of the 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development: "Igniting the Spark of Innovation: Emerging Trends, Disruptive Technologies, and Innovative Models for Business Success", LEIRD 2023., 219, Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology, Latin American and Caribbean Consortium of Engineering Institutions, 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2023, Virtual, Online, 4/12/23. https://doi.org/10.18687/LEIRD2023.1.1.219

Estrategias del marketing digital en el comportamiento del consumidor de motocicletas. / Escobar-Lazo, Gianella Tatiana; Quiñe-Alcantara, Linda Hardelina Karin; Valderrama-Puscan, Marlon Walter et al.
Proceedings of the 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development: "Igniting the Spark of Innovation: Emerging Trends, Disruptive Technologies, and Innovative Models for Business Success", LEIRD 2023. Latin American and Caribbean Consortium of Engineering Institutions, 2023. 219 (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Estrategias del marketing digital en el comportamiento del consumidor de motocicletas

AU - Escobar-Lazo, Gianella Tatiana

AU - Quiñe-Alcantara, Linda Hardelina Karin

AU - Valderrama-Puscan, Marlon Walter

AU - Mendoza-Castillo, Alvaro Larry Luis Felipe

AU - Ibáñez, Luisamaría Antonella Prado

PY - 2023/1/1

Y1 - 2023/1/1

N2 - This article entitled Digital marketing strategies in motorcycle consumer behavior, had the purpose of determining the relationship between our dependent variable digital marketing strategies and our independent variable consumer behavior. The methodology for this study was applied, it had a non-experimental cross-sectional design, with a quantitative approach, for this a questionnaire was structured, having a probabilistic sample which was made up of 231 clients of a motorcycle sales company, who responded two questionnaires of 15 and 17 items. The results of this article confirmed that both study variables have a significant relationship, with a correlation coefficient of 0.649 between the digital marketing strategies variable and the consumer behavior variable, indicating that there is a moderate positive level of correlation, demonstrating thus its efficiency in the different virtual channels and the importance in the purchase of motorcycle consumers.

AB - This article entitled Digital marketing strategies in motorcycle consumer behavior, had the purpose of determining the relationship between our dependent variable digital marketing strategies and our independent variable consumer behavior. The methodology for this study was applied, it had a non-experimental cross-sectional design, with a quantitative approach, for this a questionnaire was structured, having a probabilistic sample which was made up of 231 clients of a motorcycle sales company, who responded two questionnaires of 15 and 17 items. The results of this article confirmed that both study variables have a significant relationship, with a correlation coefficient of 0.649 between the digital marketing strategies variable and the consumer behavior variable, indicating that there is a moderate positive level of correlation, demonstrating thus its efficiency in the different virtual channels and the importance in the purchase of motorcycle consumers.

KW - Digital marketing

KW - consumer behavior

UR - https://www.scopus.com/pages/publications/85187289318

U2 - 10.18687/LEIRD2023.1.1.219

DO - 10.18687/LEIRD2023.1.1.219

M3 - Contribución a la conferencia

AN - SCOPUS:85187289318

T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology

BT - Proceedings of the 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development

PB - Latin American and Caribbean Consortium of Engineering Institutions

T2 - 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2023

Y2 - 4 December 2023 through 6 December 2023

ER -

Escobar-Lazo GT, Quiñe-Alcantara LHK, Valderrama-Puscan MW, Mendoza-Castillo ALLF, Ibáñez LAP. Estrategias del marketing digital en el comportamiento del consumidor de motocicletas. In Proceedings of the 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development: "Igniting the Spark of Innovation: Emerging Trends, Disruptive Technologies, and Innovative Models for Business Success", LEIRD 2023. Latin American and Caribbean Consortium of Engineering Institutions. 2023. 219. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology). doi: 10.18687/LEIRD2023.1.1.219

Estrategias del marketing digital en el comportamiento del consumidor de motocicletas

Abstract

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UN SDGs

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