Marketing digital: desarrollo de negocio de moda en Sucre.

Abstract

Digital marketing has regained strength in Ecuadorian ventures, positioning it in an increasingly demanding national market. The objective of this research focuses on analyzing the effectiveness of digital marketing to position fashion business in the Sucre canton with a particular focus on "Naelis Moda". A quantitative methodology was used that, through the descriptive analytical method, made it easier to support the solidity of the results. A survey was applied that included 12 questions, 10 of them using a Likert scale. The statistical software SPSS version 26 was used to validate the questionnaire and determine its reliability, obtaining a Cronbach's Alpha of 0.908, considered excellent. The analyzed sample included an equitable representation of gender and various ages, which allowed adapting the strategies to different market segments. The results revealed significant differences in the perception of "Naelis Moda" between men and women, especially in aspects related to the quality of communication and trust in the authenticity of the products. Digital marketing strategies must be customized to address these gender differences, while the quality of the information provided by the brand was valued similarly by both genders. In conclusion, the research highlighted the importance of digital marketing in the fashion industry in Sucre, underlining the need to adapt strategies to consumer expectations on how brands can optimize their presence in the market and strengthen their relationship with consumers