Impacto económico de las estrategias de marketing digital en los centros estéticos de la ciudad de Manta.

Abstract

The study aimed to describe the economic impact of digital marketing strategies on beauty centers in Manta. A non-experimental, cross-sectional design with a mixed-methods approach was applied, combining quantitative and qualitative data. Observations were conducted in 20 beauty centers, surveys were administered to 384 economically active individuals, and interviews were held with 4 legal representatives of these businesses. Results indicated that social media platforms like Instagram and Facebook were the most utilized, focusing on attractive visual content, promotions, and customer testimonials. While only some invested in paid advertising, digital marketing strategies positively impacted visibility, attracted new clients, and strengthened customer loyalty. Key challenges identified included maintaining posting consistency and measuring return on investment. The research concluded that digital strategies are effective tools for improving competitiveness and economic performance in Manta's dynamic market.