Marketing digital y su incidencia en la comercialización de ropa masculina en las boutiques, Manta.

Abstract

Today, digital marketing has emerged as an essential tool for the fashion industry, facilitating its commercialization and generating a direct connection with consumers and allowing brands to adapt quickly to market trends. Data collection was conducted through a structured Likert-scale survey, addressing a total of 383 articipants. The research allowed testing the general hypothesis, denoting positive results, with a coefficient of 0.747 through the use of “Spearman's Rho”, regarding the incidence of digital marketing on the marketing of men's clothing boutiques, Manta. The results of the research suggest that these can stand out more among the competition, better understanding the needs of consumers, raising and designing effective interaction and consumption experiences that adapt to changes in consumer habits that are updated day by day.