Template-Type: ReDIF-Article 1.0
Author-Name: Luis León-Zevallos
Author-Email: U19218257@utp.edu.pe
Author-Name: Roque Juan Espinoza Casco
Author-Email: C25392@utp.edu.pe
Author-Name: Roberto Macha-Huamán
Author-Email: C24443@utp.edu.pe
Title: Digital marketing positioning in a retail sector company
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.  
Keywords: digital marketing, customer, positioning, retail, social networks
Journal: Edu - Tech Enterprise
Pages: 11
Volume: 2
Issue: 
Year: 2024
Subtitle : 
File-URL: https://ete.sciten.org/index.php/ete/article/view/11/28
File-Format: application/pdf
Handle: RePEc:cua:edutec:v:2:y:2024:i::p:11:id:11