Advertising and promotional strategies by online media to promote the positioning of a micro and small enterprise in Peru

Guevara H.M.G.; Sagastegui Cruz J.O. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2022) · DOI: 10.18687/laccei2022.1.1.115

Resumen

Advertising and promotional strategies by online media, has become an alternative to promote the positioning of a Mype, avoiding generating meetings or negotiations in a physical way since consumers tend to make purchases through a smart computer connected to the internet replacing the traditional form of sale, The Institute of Development and Training IDECAP, will be the subject of research, which was conducted to; Determine the relationship between digital marketing and the positioning of the Institute of Development and Training IDECAP, in the city of Trujillo, 2021. This study employed a non-experimental design of cross-sectional and causal cut, the instrument was the questionnaire, using the Likert scale. This research involves 281 respondents who have visited and participated in the institution. Thus, it is expected that the research will respond to the stated objective.

Instituciones: Universidad Privada del Norte