Marketing digital y decisión de compra online de los clientes de una pollería

María Victoria Chávez Gonzales; Marlon Walter Valderrama-Puscan; Álvaro Larry Luis Felipe Mendoza Castillo; Luisamaría Antonella Prado Ibañez; Lilian Estela Quispe Varela

doi:10.18687/LEIRD2023.1.1.227

Marketing digital y decisión de compra online de los clientes de una pollería

María Victoria Chávez Gonzales
, Marlon Walter Valderrama-Puscan
, Álvaro Larry Luis Felipe Mendoza Castillo
, Luisamaría Antonella Prado Ibañez
, Lilian Estela Quispe Varela

Management

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

Abstract

The objective of this study was to study the relationship between digital marketing and online purchase decision of customers of a recognized chain of poultry stores with non-experimental design, cross-sectional and correlational level and a sample of 169 customers through a questionnaire that measures the associativity between the variables, it was obtained as a result that there is a moderate positive correlation (Rho = 0.596; Sig. =.001) between the variables which is based on the interaction through social networks and especially Facebook and Instagram, as well as email marketing are effective tools for convincing customers.

Translated title of the contribution	Digital marketing and online purchase decision of customers of a rotisserie chicken
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/LEIRD2023.1.1.227
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

Access to Document

10.18687/LEIRD2023.1.1.227

Cite this

Gonzales, M. V. C., Valderrama-Puscan, M. W., Castillo, Á. L. L. F. M., Ibañez, L. A. P., & Quispe Varela, L. E. (2023). Marketing digital y decisión de compra online de los clientes de una pollería. 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 227 (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/LEIRD2023.1.1.227

Gonzales, María Victoria Chávez ; Valderrama-Puscan, Marlon Walter ; Castillo, Álvaro Larry Luis Felipe Mendoza et al. / Marketing digital y decisión de compra online de los clientes de una pollería. 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 = "Marketing digital y decisi{\'o}n de compra online de los clientes de una poller{\'i}a",

abstract = "The objective of this study was to study the relationship between digital marketing and online purchase decision of customers of a recognized chain of poultry stores with non-experimental design, cross-sectional and correlational level and a sample of 169 customers through a questionnaire that measures the associativity between the variables, it was obtained as a result that there is a moderate positive correlation (Rho = 0.596; Sig. =.001) between the variables which is based on the interaction through social networks and especially Facebook and Instagram, as well as email marketing are effective tools for convincing customers.",

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author = "Gonzales, \{Mar{\'i}a Victoria Ch{\'a}vez\} and Valderrama-Puscan, \{Marlon Walter\} and Castillo, \{{\'A}lvaro Larry Luis Felipe Mendoza\} and Iba{\~n}ez, \{Luisamar{\'i}a Antonella Prado\} and \{Quispe Varela\}, \{Lilian Estela\}",

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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doi = "10.18687/LEIRD2023.1.1.227",

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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",

}

Gonzales, MVC, Valderrama-Puscan, MW, Castillo, ÁLLFM, Ibañez, LAP & Quispe Varela, LE 2023, Marketing digital y decisión de compra online de los clientes de una pollería. 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., 227, 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/LEIRD2023.1.1.227

Marketing digital y decisión de compra online de los clientes de una pollería. / Gonzales, María Victoria Chávez; Valderrama-Puscan, Marlon Walter; Castillo, Álvaro Larry Luis Felipe Mendoza 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. 227 (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 - Marketing digital y decisión de compra online de los clientes de una pollería

AU - Gonzales, María Victoria Chávez

AU - Valderrama-Puscan, Marlon Walter

AU - Castillo, Álvaro Larry Luis Felipe Mendoza

AU - Ibañez, Luisamaría Antonella Prado

AU - Quispe Varela, Lilian Estela

PY - 2023/1/1

Y1 - 2023/1/1

N2 - The objective of this study was to study the relationship between digital marketing and online purchase decision of customers of a recognized chain of poultry stores with non-experimental design, cross-sectional and correlational level and a sample of 169 customers through a questionnaire that measures the associativity between the variables, it was obtained as a result that there is a moderate positive correlation (Rho = 0.596; Sig. =.001) between the variables which is based on the interaction through social networks and especially Facebook and Instagram, as well as email marketing are effective tools for convincing customers.

AB - The objective of this study was to study the relationship between digital marketing and online purchase decision of customers of a recognized chain of poultry stores with non-experimental design, cross-sectional and correlational level and a sample of 169 customers through a questionnaire that measures the associativity between the variables, it was obtained as a result that there is a moderate positive correlation (Rho = 0.596; Sig. =.001) between the variables which is based on the interaction through social networks and especially Facebook and Instagram, as well as email marketing are effective tools for convincing customers.

KW - Digital marketing

KW - digital advertising

KW - email marketing

KW - online purchase decision

KW - social networks

UR - https://www.scopus.com/pages/publications/85187284887

U2 - 10.18687/LEIRD2023.1.1.227

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M3 - Contribución a la conferencia

AN - SCOPUS:85187284887

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 -

Gonzales MVC, Valderrama-Puscan MW, Castillo ÁLLFM, Ibañez LAP, Quispe Varela LE. Marketing digital y decisión de compra online de los clientes de una pollería. 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. 227. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology). doi: 10.18687/LEIRD2023.1.1.227

Marketing digital y decisión de compra online de los clientes de una pollería

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