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 contribution | Factors of Digital Marketing as a Relational Tool of the Small Clothing Trading Company and Consumers, in the Portovelo Canton |
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Original language | Spanish (Ecuador) |
Pages (from-to) | 1-42 |
Number of pages | 42 |
Journal | Observatorio De La Economía Latinoamericana |
Volume | 2018 |
Issue number | 2018 |
State | Published - 31 May 2018 |
Keywords
- Correlation
- Customer service
- Digital marketing
- Relational tool
CACES Knowledge Areas
- 114A Accounting and Auditing