Publicidad digital: incidencia en el comportamiento de compra de las pymes hoteleras de Manta.

Abstract

Digital advertising has become a crucial tool for hotel SMEs in Manta by allowing them to expand their reach through the implementation of strategies such as visual content and interactions in digital media, improving their ability to influence the purchasing behavior of potential customers. For this research, the type of methodology used is documentary, descriptive, explanatory and bibliographic, with a quantitative approach where surveys were developed with 13 questions on a Likert scale and a high reliability of 0.993 was verified, validated by the statistical software program SPSS-25, evidencing the effectiveness of digital strategies in the positioning and competitiveness of companies in the hotel sector.