Work

Digital media ecosystem: a dimensional analysis according to the criteria of specialists

Year: 2024

Type: article

Abstract: Digital marketing plays an important role in achieving organizations' strategies. This article aims to identify the elements and resources capable of configuring a digital media system that increases the effectiveness of commercial strategies. The present study was a non-experimental cross-sectional study. The empirical method used was data collection with an instrument structured by 5-option Likert scales. The survey was applied to 273 specialists. The statistical procedure used to measure the quality of the model was reliability analysis and factor analysis. The elements most recommended by experts in each digital channel were defined. It is concluded that a digital media ecosystem is formed by social networks, paid advertising, mobile marketing, organic positioning, social media, email marketing, and websites.

Source: Universidad Ciencia y Tecnología

DOI: 10.47460/uct.v28i125.856

Authors: Juan Gabriel Saltos Cruz, William Franklin Ortiz Paredes, Sandra Paulina Tejada Moyano, Shirley Estefania Cordero Armendariz

Institutions: Universidad Técnica de Ambato, Universidad Técnica de Cotopaxi

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4403374131

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