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
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 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
DO - 10.18687/LEIRD2023.1.1.227
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 -