Estrategias de marketing digital y su incidencia en la comercialización de lencería femenina en la ciudad de Guayaquil.

Abstract

The proper use of digital marketing strategies is essential within the digital market, since their management directly impacts the purchasing behaviour of women's lingerie consumers. The general objective of this research work was to investigate the impact of digital marketing strategies on the marketing of women's lingerie in the city of Guayaquil; analysing some of the most used digital marketing strategies, through exploratory-descriptive/non-probabilistic research based on primary and secondary sources, with qualitative and quantitative data using research tools such as focus groups and surveys, which were conducted digitally with a sample of 384 Guayaquil women between the ages of 15 and 45. The information collected made it possible to identify the most purchased types of lingerie, the variables that influence online purchases, what consumers look for when choosing an underwear, the content they expect to find on social media, and their preferred brand. Through this research, it was also determined that consumers are interested in two relevant variables: quality and comfort.