Marketing digital y su influencia en el posicionamiento: comercios minoristas de parroquia Los Esteros, Manta.

Abstract

This research aims to determine the influence of digital marketing on the brand positioning of retail businesses in the parish of Los Esteros, Manta, through a quantitative and qualitative approach, inductive method, descriptive, longitudinal, correlational, bibliographic and field technique, using structured surveys on a Likert scale, collecting data from 384 people from the economically active population. The statistical analyses yielded a Cronbach’s alpha of 0.941, demonstrating the high positive association between digital marketing and the positioning of these businesses, confirmed by the Tau_b Kendall and Spearman’s Rho coefficients. The specific variables evaluated support the significance of the findings allowing to explain the influence of digital marketing on positioning. The study reveals that the variables contribute a positive impact by strengthening commercial relationships and differentiation in the market, highlighting the importance of digital marketing as a tool to improve competitiveness and ensure commercial success.