Factores del Marketing Digital como Herramienta Relacional de la Pequeña Empresa Comercializadora de Prendas de Vestir y los Consumidores, en el Cantón Portovelo

Translated title of the contribution: Factors of Digital Marketing as a Relational Tool of the Small Clothing Trading Company and Consumers, in the Portovelo Canton

Angel Guillermo Godoy Luna, Susana Isabel Lam Rodriguez

Research output: Contribution to journalArticle

Abstract

The current investigative document evaluated the correlation of the factors of digital marketing as a relational tool of the small clothing marketing company in Portovelo city of El Oro province in Ecuador. Under an empirical-analytical paradigm, the Spearman correlation indicator was used as an associative determinant of both variables, the data analysis was performed through the SPSS 23 software and the direct observation as an additional method to the surveyed population. The correlation result obtained was 0.18, showing a non-significant association between both variables. Direct observation and socio-demographic analysis allowed to complement the analysis of the result, identifying the differences between the generational groups surveyed related to the technological tools used on the daily basis, and the reaction to the customer service provided by the small clothing retailers at the city. The research allows us to conclude the current feasibility of digital marketing as a mass communication strategy, and its potential future benefit as a relational tool considering the future technological-cultural development of the current population in the city.
Translated title of the contributionFactors of Digital Marketing as a Relational Tool of the Small Clothing Trading Company and Consumers, in the Portovelo Canton
Original languageSpanish (Ecuador)
Pages (from-to)1-42
Number of pages42
JournalObservatorio De La Economía Latinoamericana
Volume2018
Issue number2018
StatePublished - 31 May 2018

Keywords

  • Correlation
  • Customer service
  • Digital marketing
  • Relational tool

CACES Knowledge Areas

  • 114A Accounting and Auditing

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