Marketing de contenidos: influencia en el comportamiento de compra en usuarios – plataforma Ecuabet, Manta.

Abstract

Content marketing is one of the most effective tools in the contemporary digital environment, allowing companies to create value through relevant and engaging information. In this study, we examine how Ecuabet uses this strategy to attract and retain users, exploring various forms of content (promotions, videos and publications in networks), we applied a mixed methodological approach to evaluate the effect of content on user behaviour when deciding their purchase, we also developed methods: descriptive, correlational, bibliographic, documentary, exploratory and explanatory, where a survey was applied with the Likert scale to raise direct and reliable data to Ecuabet users; where the results were analysed using the SPSS statistical system, applying a correlation between variables (Content Marketing), (Purchase behaviour) along with its dimensions, resulting in Cronbach's alpha of 0.997 and its correlation instrument using ‘Spearman’.