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El marketing digital y su potencial aporte para el posicionamiento de marca

Author

Listed:
  • Jacqueline Sánchez L.
  • Mayra Fernanda Coello
  • Juan Carlos Manosalvas
  • María Fernanda Miranda

Abstract

La presente investigación tiene como objetivo medir el aporte del marketing digital en la mejora del posicionamiento de marca. El tipo de investigación es de tipo exploratoria, con un enfoque cualitativo y cuantitativo, las técnicas de investigación empleadas fueron la encuesta y la observación directa. El número total de elementos de análisis, conforme el resultado del cálculo de la muestra es de 382. Los resultados obtenidos demuestran un débil posicionamiento de marca, con base a estos, se establecieron un conjunto de líneas de actuación que permitan mejorar la situación antes descrita. Se concluye que el marketing digital tiene un potencial aporte en el posicionamiento de marca de la empresa.

Suggested Citation

  • Jacqueline Sánchez L. & Mayra Fernanda Coello & Juan Carlos Manosalvas & María Fernanda Miranda, 2019. "El marketing digital y su potencial aporte para el posicionamiento de marca," Revista Caribeña de Ciencias Sociales, Servicios Académicos Intercontinentales SL, issue 2019-06, June.
    • Handle: RePEc:erv:rccsrc:y:2019:i:2019-06:17
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    Keywords

    marketing digital y marca.;

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