TY - GEN
T1 - Estrategias del marketing digital en el comportamiento del consumidor de motocicletas
AU - Escobar-Lazo, Gianella Tatiana
AU - Quiñe-Alcantara, Linda Hardelina Karin
AU - Valderrama-Puscan, Marlon Walter
AU - Mendoza-Castillo, Alvaro Larry Luis Felipe
AU - Ibáñez, Luisamaría Antonella Prado
N1 - Publisher Copyright:
© 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2023
Y1 - 2023
N2 - This article entitled Digital marketing strategies in motorcycle consumer behavior, had the purpose of determining the relationship between our dependent variable digital marketing strategies and our independent variable consumer behavior. The methodology for this study was applied, it had a non-experimental cross-sectional design, with a quantitative approach, for this a questionnaire was structured, having a probabilistic sample which was made up of 231 clients of a motorcycle sales company, who responded two questionnaires of 15 and 17 items. The results of this article confirmed that both study variables have a significant relationship, with a correlation coefficient of 0.649 between the digital marketing strategies variable and the consumer behavior variable, indicating that there is a moderate positive level of correlation, demonstrating thus its efficiency in the different virtual channels and the importance in the purchase of motorcycle consumers.
AB - This article entitled Digital marketing strategies in motorcycle consumer behavior, had the purpose of determining the relationship between our dependent variable digital marketing strategies and our independent variable consumer behavior. The methodology for this study was applied, it had a non-experimental cross-sectional design, with a quantitative approach, for this a questionnaire was structured, having a probabilistic sample which was made up of 231 clients of a motorcycle sales company, who responded two questionnaires of 15 and 17 items. The results of this article confirmed that both study variables have a significant relationship, with a correlation coefficient of 0.649 between the digital marketing strategies variable and the consumer behavior variable, indicating that there is a moderate positive level of correlation, demonstrating thus its efficiency in the different virtual channels and the importance in the purchase of motorcycle consumers.
KW - consumer behavior
KW - Digital marketing
UR - http://www.scopus.com/inward/record.url?scp=85187289318&partnerID=8YFLogxK
U2 - 10.18687/LEIRD2023.1.1.219
DO - 10.18687/LEIRD2023.1.1.219
M3 - Contribución a la conferencia
AN - SCOPUS:85187289318
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development
T2 - 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2023
Y2 - 4 December 2023 through 6 December 2023
ER -
