lnfluencia de la publicidad digital en las ventas caso: Water Home Express Canoa.

Abstract

This investigation focuses on the lnfluence of dig¡tal advertising on sales, case: Water Home Express Canoa located in the province of Manabí. The objective ¡s to analyze the impact of online advert¡sing on the sales of Water Home Express Canoa, a company specialized ¡n the marketing of bottled water in the parish of Canoa. The research seeks to identify the digital advertising tact¡cs used by the company and the¡r effect¡veness in sales groMh. To do this, quantitative and qualitative methods were used, including surveys and interviews, on a population of 344 clients, from which a sample of 62 participants was selected. The results reflect thal social networks are the main way of discovery for the company, while digital advertising plays purchase decision. Although a signmcant proportion an important role in the ofrespondents consider social media advertising effective, there is a considerable group that adopts a neutral stance (45, 2%), suggesting that the effectiveness of these strategies can still be improved. Additionally, some respondents show brand loyalty thanks to digital advertising. These findings indicate that, despite their positive impact, it is necessary to optimize digital campaigns to strengthen the connection with consumers and ¡ncrease the effectiveness of marketing strategies. The analysis concludes that digital advertising is essentialto boost sales, but also h¡ghlights the importance of understanding consumer preferences and perceptions to achieve more effective and attractive campaigns.