MARKETING DIGITAL Y SU RELACIÓN CON EL COMPORTAMIENTO DEL CONSUMIDOR MILLENNIAL EN UNA EMPRESA DE SUPLEMETOS – CAJAMARCA, Perú 2025

Ángeles Dashiel Castro – Gutierrez; Eliana Yocelin Tucto – Limay; Jhaquelin Mareli Mendoza-Castañeda; David Boñon – Diaz

doi:10.18687/LEIRD2025.1.1.733

MARKETING DIGITAL Y SU RELACIÓN CON EL COMPORTAMIENTO DEL CONSUMIDOR MILLENNIAL EN UNA EMPRESA DE SUPLEMETOS – CAJAMARCA, Perú 2025

Translated title of the contribution: Digital Marketing and its Relationship with Millennial Consumer Behavior in the Supplement Company – Cajamarca, Perú 2025

Ángeles Dashiel Castro – Gutierrez
, Eliana Yocelin Tucto – Limay
, Jhaquelin Mareli Mendoza-Castañeda
, David Boñon – Diaz

Universidad Privada del Norte

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

The objective of this research is to determine the relationship between digital marketing and millennial consumer behavior in a supplement company in the city of Cajamarca, during the year 2025. Methods: This is a basic research project with a non-experimental design and correlational approach. A sample of 150 users between the ages of 25 and 48 was surveyed, using a questionnaire as the main instrument. Results: A significant positive correlation was revealed between digital marketing and consumer behavior, with a Spearman's Rho coefficient of 0.712. This value indicates a significantly positive correlation and a significance level of 0.000, confirming the existence of a statistically significant relationship between both variables. Conclusions: Digital marketing not only improves brand visibility but also directly influences every stage of the millennial consumer purchasing process. Therefore, it is consolidated as a key strategic tool for the supplement company's positioning and competitiveness in today's digital environment.

Translated title of the contribution	Digital Marketing and its Relationship with Millennial Consumer Behavior in the Supplement Company – Cajamarca, Perú 2025
Original language	Spanish
Title of host publication	Proceedings of the 5th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development - Entrepreneurship with Purpose
Subtitle of host publication	Social and Technological Innovation in the Age of AI, LEIRD 2025
Editors	Maria M. Larrondo Petrie, Jose Texier, Rodolfo Andr�s Rivas Matta
ISBN (Electronic)	9786289661323
DOIs	https://doi.org/10.18687/LEIRD2025.1.1.733
State	Published - 2025
Event	5th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development - Entrepreneurship with Purpose: Social and Technological Innovation in the Age of AI, LEIRD 2025 - Virtual, Colombia Duration: 1 Dec 2025 → 3 Dec 2025

Publication series

Name	Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
ISSN (Electronic)	2414-6390

Conference

Conference	5th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development - Entrepreneurship with Purpose: Social and Technological Innovation in the Age of AI, LEIRD 2025
Country/Territory	Colombia
City	Virtual
Period	1/12/25 → 3/12/25

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Access to Document

10.18687/LEIRD2025.1.1.733

Cite this

Castro – Gutierrez, Á. D., Tucto – Limay, E. Y., Mendoza-Castañeda, J. M., & Boñon – Diaz, D. (2025). MARKETING DIGITAL Y SU RELACIÓN CON EL COMPORTAMIENTO DEL CONSUMIDOR MILLENNIAL EN UNA EMPRESA DE SUPLEMETOS – CAJAMARCA, Perú 2025. In M. M. Larrondo Petrie, J. Texier, & R. A. Rivas Matta (Eds.), Proceedings of the 5th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development - Entrepreneurship with Purpose: Social and Technological Innovation in the Age of AI, LEIRD 2025 (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology). https://doi.org/10.18687/LEIRD2025.1.1.733

Castro – Gutierrez, Ángeles Dashiel ; Tucto – Limay, Eliana Yocelin ; Mendoza-Castañeda, Jhaquelin Mareli et al. / MARKETING DIGITAL Y SU RELACIÓN CON EL COMPORTAMIENTO DEL CONSUMIDOR MILLENNIAL EN UNA EMPRESA DE SUPLEMETOS – CAJAMARCA, Perú 2025. Proceedings of the 5th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development - Entrepreneurship with Purpose: Social and Technological Innovation in the Age of AI, LEIRD 2025. editor / Maria M. Larrondo Petrie ; Jose Texier ; Rodolfo Andr�s Rivas Matta. 2025. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

@inproceedings{01a237e06e69471684dc9ab057756154,

title = "MARKETING DIGITAL Y SU RELACI{\'O}N CON EL COMPORTAMIENTO DEL CONSUMIDOR MILLENNIAL EN UNA EMPRESA DE SUPLEMETOS – CAJAMARCA, Per{\'u} 2025",

abstract = "The objective of this research is to determine the relationship between digital marketing and millennial consumer behavior in a supplement company in the city of Cajamarca, during the year 2025. Methods: This is a basic research project with a non-experimental design and correlational approach. A sample of 150 users between the ages of 25 and 48 was surveyed, using a questionnaire as the main instrument. Results: A significant positive correlation was revealed between digital marketing and consumer behavior, with a Spearman's Rho coefficient of 0.712. This value indicates a significantly positive correlation and a significance level of 0.000, confirming the existence of a statistically significant relationship between both variables. Conclusions: Digital marketing not only improves brand visibility but also directly influences every stage of the millennial consumer purchasing process. Therefore, it is consolidated as a key strategic tool for the supplement company's positioning and competitiveness in today's digital environment.",

keywords = "consumer behavior, Digital marketing, loyalty, millennials, social media",

author = "\{Castro – Gutierrez\}, \{{\'A}ngeles Dashiel\} and \{Tucto – Limay\}, \{Eliana Yocelin\} and Mendoza-Casta{\~n}eda, \{Jhaquelin Mareli\} and \{Bo{\~n}on – Diaz\}, David",

note = "Publisher Copyright: {\textcopyright} LEIRD 2025.All rights reserved.; 5th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development - Entrepreneurship with Purpose: Social and Technological Innovation in the Age of AI, LEIRD 2025 ; Conference date: 01-12-2025 Through 03-12-2025",

year = "2025",

doi = "10.18687/LEIRD2025.1.1.733",

language = "Espa{\~n}ol",

series = "Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology",

editor = "\{Larrondo Petrie\}, \{Maria M.\} and Jose Texier and \{Rivas Matta\}, \{Rodolfo Andr�s\}",

booktitle = "Proceedings of the 5th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development - Entrepreneurship with Purpose",

}

Castro – Gutierrez, ÁD, Tucto – Limay, EY, Mendoza-Castañeda, JM & Boñon – Diaz, D 2025, MARKETING DIGITAL Y SU RELACIÓN CON EL COMPORTAMIENTO DEL CONSUMIDOR MILLENNIAL EN UNA EMPRESA DE SUPLEMETOS – CAJAMARCA, Perú 2025. in MM Larrondo Petrie, J Texier & RA Rivas Matta (eds), Proceedings of the 5th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development - Entrepreneurship with Purpose: Social and Technological Innovation in the Age of AI, LEIRD 2025. Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology, 5th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development - Entrepreneurship with Purpose: Social and Technological Innovation in the Age of AI, LEIRD 2025, Virtual, Colombia, 1/12/25. https://doi.org/10.18687/LEIRD2025.1.1.733

MARKETING DIGITAL Y SU RELACIÓN CON EL COMPORTAMIENTO DEL CONSUMIDOR MILLENNIAL EN UNA EMPRESA DE SUPLEMETOS – CAJAMARCA, Perú 2025. / Castro – Gutierrez, Ángeles Dashiel; Tucto – Limay, Eliana Yocelin; Mendoza-Castañeda, Jhaquelin Mareli et al.
Proceedings of the 5th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development - Entrepreneurship with Purpose: Social and Technological Innovation in the Age of AI, LEIRD 2025. ed. / Maria M. Larrondo Petrie; Jose Texier; Rodolfo Andr�s Rivas Matta. 2025. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - MARKETING DIGITAL Y SU RELACIÓN CON EL COMPORTAMIENTO DEL CONSUMIDOR MILLENNIAL EN UNA EMPRESA DE SUPLEMETOS – CAJAMARCA, Perú 2025

AU - Castro – Gutierrez, Ángeles Dashiel

AU - Tucto – Limay, Eliana Yocelin

AU - Mendoza-Castañeda, Jhaquelin Mareli

AU - Boñon – Diaz, David

PY - 2025

Y1 - 2025

N2 - The objective of this research is to determine the relationship between digital marketing and millennial consumer behavior in a supplement company in the city of Cajamarca, during the year 2025. Methods: This is a basic research project with a non-experimental design and correlational approach. A sample of 150 users between the ages of 25 and 48 was surveyed, using a questionnaire as the main instrument. Results: A significant positive correlation was revealed between digital marketing and consumer behavior, with a Spearman's Rho coefficient of 0.712. This value indicates a significantly positive correlation and a significance level of 0.000, confirming the existence of a statistically significant relationship between both variables. Conclusions: Digital marketing not only improves brand visibility but also directly influences every stage of the millennial consumer purchasing process. Therefore, it is consolidated as a key strategic tool for the supplement company's positioning and competitiveness in today's digital environment.

AB - The objective of this research is to determine the relationship between digital marketing and millennial consumer behavior in a supplement company in the city of Cajamarca, during the year 2025. Methods: This is a basic research project with a non-experimental design and correlational approach. A sample of 150 users between the ages of 25 and 48 was surveyed, using a questionnaire as the main instrument. Results: A significant positive correlation was revealed between digital marketing and consumer behavior, with a Spearman's Rho coefficient of 0.712. This value indicates a significantly positive correlation and a significance level of 0.000, confirming the existence of a statistically significant relationship between both variables. Conclusions: Digital marketing not only improves brand visibility but also directly influences every stage of the millennial consumer purchasing process. Therefore, it is consolidated as a key strategic tool for the supplement company's positioning and competitiveness in today's digital environment.

KW - consumer behavior

KW - Digital marketing

KW - loyalty

KW - millennials

KW - social media

UR - https://www.scopus.com/pages/publications/105032451668

U2 - 10.18687/LEIRD2025.1.1.733

DO - 10.18687/LEIRD2025.1.1.733

M3 - Contribución a la conferencia

AN - SCOPUS:105032451668

T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology

BT - Proceedings of the 5th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development - Entrepreneurship with Purpose

A2 - Larrondo Petrie, Maria M.

A2 - Texier, Jose

A2 - Rivas Matta, Rodolfo Andr�s

T2 - 5th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development - Entrepreneurship with Purpose: Social and Technological Innovation in the Age of AI, LEIRD 2025

Y2 - 1 December 2025 through 3 December 2025

ER -

Castro – Gutierrez ÁD, Tucto – Limay EY, Mendoza-Castañeda JM, Boñon – Diaz D. MARKETING DIGITAL Y SU RELACIÓN CON EL COMPORTAMIENTO DEL CONSUMIDOR MILLENNIAL EN UNA EMPRESA DE SUPLEMETOS – CAJAMARCA, Perú 2025. In Larrondo Petrie MM, Texier J, Rivas Matta RA, editors, Proceedings of the 5th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development - Entrepreneurship with Purpose: Social and Technological Innovation in the Age of AI, LEIRD 2025. 2025. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology). doi: 10.18687/LEIRD2025.1.1.733

MARKETING DIGITAL Y SU RELACIÓN CON EL COMPORTAMIENTO DEL CONSUMIDOR MILLENNIAL EN UNA EMPRESA DE SUPLEMETOS – CAJAMARCA, Perú 2025

Abstract

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Conference

UN SDGs

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