Year: 2024
Type: article
Study design: Observational Study
Abstract: The present study aims to analyze digital marketing and delineate the relationship with the customer and positioning that arises from the use of this tool for a retail business, presenting the following hypotheses: a) Digital marketing improves the relationship with customers; and b) Digital marketing contributes to the company's positioning. Additionally, the selected methodology was a quantitative approach, using a survey technique with a questionnaire of 19 questions for a sample of 100 people, obtaining results that digital marketing achieves a better relationship with the customer and allows for better market positioning through tools such as social networks. In conclusion, digital marketing serves as an alternative for retail to achieve a closer connection with users and, through this marketing, obtain better market participation due to a good image that positions the brand ahead of others.
Source: Edu - Tech Enterprise
Institution: Universidad Tecnológica del Perú
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4409256086