Importance of digital communication and the peruvian consumer. Communication between company and consumer

Reyes F.L.; Mejía M.G.R.; Reyes R.R.; Samanamud L.C.; Ruiz J.L.R. · VISUAL Review. International Visual Culture Review / Revista Internacional de Cultura (2022) · DOI: 10.37467/revvisual.v9.3564

Resumen

Peruvian companies, through digital tools, share their products with consumers. The research pursued the objective of identify how the digital communication of companies influences the purchasing behavior of Peruvian consumers. A virtual survey was applied to a sample of 240 consumers. Significant results: 80% use a social network; 75% look for information on digital platforms and 68% maintain communication through digital media. Conclusions: the digital communication of companies directly influences the purchasing behavior of Peruvian consumers and consumers consider the digital presence of companies to be important. © GKA Ediciones, authors.

Instituciones: Universidad Nacional San Luis Gonzaga