Digital advertising and the presence of social networks in brand positioning in the Retail sector of Ecuador

Verdesoto G.J.Z.; Vargas C.F.S.; Urribarri Á.D.V.C. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/leird2024.1.1.352

Resumen

The objective of this research is to analyze the impact that digital advertising and social media presence have on brand positioning in the Ecuadorian retail sector. A quantitative study was conducted using surveys of 312 retail store customers in Ecuador. The data was analyzed using structural equation modeling (SEM) to determine the relationships between the variables studied. The findings indicate that digital advertising and social media presence positively influence brand positioning. The combination of digital advertising and social media management is essential for brands in Ecuador to achieve competitive positioning in the retail market.

Instituciones: Universidad San Ignacio de Loyola