TY - GEN
T1 - Marketing Digital Usando Instagram y el Posicionamiento de la Boutique on Line Killa97, Lima 2023
AU - Díaz, Nora Violeta Guiulfo
AU - Peña, Diego Antonio García
AU - Alvaro Larry Luis Felipe, Mendoza Castillo
AU - Calderon, Julio Cesar Matute
AU - Marlon Walter, Valderrama Puscan
AU - Grant Ilich, Llaque Fernández
AU - Flor Alicia, Calvanapón Alva
N1 - Publisher Copyright:
© 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2023/1/1
Y1 - 2023/1/1
N2 - The main objective of this study is to determine the relationship between the use of digital marketing on Instagram and online store positioning. Killa97, Lima 2023. This study is a non-experimental quantitative application design with a set of simple correlations. For the purposes of this study, a closed multiple-response questionnaire with a Likert-type scale was designed. This tool was applied to 239 people (both genders) and followers of the Instagram page Killa97. The results obtained allow us to accept the general research hypothesis and reject the null hypothesis, since the Spearman's rho correlation coefficient is 0.991, detecting a positive correlation between the variables digital marketing and positioning. It has been proven that the use of digital marketing strategies in social networks (Instagram) contributes significantly to a better positioning of the brand in consumer awareness in the textile market.
AB - The main objective of this study is to determine the relationship between the use of digital marketing on Instagram and online store positioning. Killa97, Lima 2023. This study is a non-experimental quantitative application design with a set of simple correlations. For the purposes of this study, a closed multiple-response questionnaire with a Likert-type scale was designed. This tool was applied to 239 people (both genders) and followers of the Instagram page Killa97. The results obtained allow us to accept the general research hypothesis and reject the null hypothesis, since the Spearman's rho correlation coefficient is 0.991, detecting a positive correlation between the variables digital marketing and positioning. It has been proven that the use of digital marketing strategies in social networks (Instagram) contributes significantly to a better positioning of the brand in consumer awareness in the textile market.
KW - Digital marketing
KW - Instagram
KW - positioning
UR - https://www.scopus.com/pages/publications/85187258046
U2 - 10.18687/LEIRD2023.1.1.335
DO - 10.18687/LEIRD2023.1.1.335
M3 - Contribución a la conferencia
AN - SCOPUS:85187258046
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 -