Análisis de la influencia del marketing digital de los emprendimientos ecuatorianos de economía circular en la decisión de compra de sus clientes.

Abstract

Nowadays, the use of digital marketing has evidenced an improvement in the way of interacting effectively with business customers, and more and more businesses are aspiring to reach their target consumers in order to promote their products and sell them effectively. Therefore, Ecuadorian circular economy enterprises have perceived a certain tool as an opportunity for the commercial development of their projects that seek to raise awareness of environmental practices through the sale of sustainable products. However, since they do not have enough resources or do not have the necessary knowledge, they do not use digital marketing in the right way, wasting its potential. Within the study, it is proposed to demonstrate how the use of digital marketing by second-hand clothing enterprises influences the purchase decision of its users and offer a proposal for a digital marketing strategy to entrepreneurs, for this, methods and statistical models of qualitative and quantitative analysis have been used based on the information collected in the research. Finally, it has been demonstrated that the correct use of digital marketing strategies applied in circular economy entrepreneurships substantially influences the purchase decision and connect with their customers emphasizing the importance of this tool.