TY - GEN
T1 - Application of digital marketing in a Peruvian company that sells alternative medicine products 2023
AU - Soto Romy Georgette, Mendoza
AU - Fuentes María Olivia, Pachas
AU - de la Fuente Ana Patricia, Gómez
AU - Taype Rossmery, Albarran
N1 - Publisher Copyright:
© 2024 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2024
Y1 - 2024
N2 - The use of the internet has significantly influenced the way in which companies offer their products and/or services, thus promoting the use of various tools that allow the application of digital marketing in a correct way both for trade, as well as for the realization of different administrative activities within the company. The objective of this study is to identify the level of application of digital marketing in a in a Peruvian company commercializing alternative medicine products in the year 2023, considering the dimensions, online branding, social networks and branded content. The study presented a quantitative approach of non-experimental and cross-sectional design. A census sample of 28 companies was considered and the instrument used was a 10-question interview with a Likert-type scale with a reliability of 0.907 Cronbach's Alpha. The results obtained on the digital marketing variable showed that the company is at a medium level of development in all its dimensions. So, it is necessary to improve the strategies used in its marketing plan. Likewise, they should update the content they share on social networks, invest in paid advertisements to achieve their positioning on social networks and finally train the employees in charge of the marketing area.
AB - The use of the internet has significantly influenced the way in which companies offer their products and/or services, thus promoting the use of various tools that allow the application of digital marketing in a correct way both for trade, as well as for the realization of different administrative activities within the company. The objective of this study is to identify the level of application of digital marketing in a in a Peruvian company commercializing alternative medicine products in the year 2023, considering the dimensions, online branding, social networks and branded content. The study presented a quantitative approach of non-experimental and cross-sectional design. A census sample of 28 companies was considered and the instrument used was a 10-question interview with a Likert-type scale with a reliability of 0.907 Cronbach's Alpha. The results obtained on the digital marketing variable showed that the company is at a medium level of development in all its dimensions. So, it is necessary to improve the strategies used in its marketing plan. Likewise, they should update the content they share on social networks, invest in paid advertisements to achieve their positioning on social networks and finally train the employees in charge of the marketing area.
KW - alternative medicine company
KW - branded content
KW - Digital marketing
KW - networks
KW - online branding
KW - social
UR - http://www.scopus.com/inward/record.url?scp=85203788008&partnerID=8YFLogxK
U2 - 10.18687/LACCEI2024.1.1.532
DO - 10.18687/LACCEI2024.1.1.532
M3 - Conference contribution
AN - SCOPUS:85203788008
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 22nd LACCEI International Multi-Conference for Engineering, Education and Technology
T2 - 22nd LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2024
Y2 - 17 July 2024 through 19 July 2024
ER -