Digital Marketing Using Instagram and the Positioning of the Online Boutique Killa97, Lima 2023

Díaz N.V.G.; Peña D.A.G.; Alvaro Larry Luis Felipe M.C.; Calderon J.C.M.; Marlon Walter V.-P.; Grant Ilich L.-F.; Flor Alicia C.-A. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2023) · DOI: 10.18687/leird2023.1.1.335

Resumen

The main objective of this study is to determine the relationship between the use of digital marketing on Instagram and online store positioning. Killa97, Lima 2023. This study is a non-experimental quantitative application design with a set of simple correlations. For the purposes of this study, a closed multiple-response questionnaire with a Likert-type scale was designed. This tool was applied to 239 people (both genders) and followers of the Instagram page Killa97. The results obtained allow us to accept the general research hypothesis and reject the null hypothesis, since the Spearman's rho correlation coefficient is 0.991, detecting a positive correlation between the variables digital marketing and positioning. It has been proven that the use of digital marketing strategies in social networks (Instagram) contributes significantly to a better positioning of the brand in consumer awareness in the textile market.

Instituciones: Universidad Privada del Norte