TY - GEN
T1 - PUBLICIDAD DIGITAL Y CONSUMO INTELIGENTE
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
AU - Araujo Cieza, Saraí Celmira
AU - Aguilar Martinez, Miluska Rocio
AU - Sagástegui Cruz, Julia Otilia
N1 - Publisher Copyright:
© LEIRD 2025.All rights reserved.
PY - 2025
Y1 - 2025
N2 - The objective of this study was to analyze the relationship between digital advertising and consumer buying behavior in the company NussaBella S.A.C., located in Lima Metropolitana during 2024. The research followed a quantitative approach, applied type, with a non-experimental and cross-sectional design. The sample consisted of 100 clients over 18 years old, residing in Lima Metropolitana, who made at least one purchase influenced by the brand’s digital advertising. Surveys were used as the data collection technique, and a questionnaire validated by expert judgment was applied. The results showed a weak and non-significant positive correlation between both variables (Rho = 0.163; p = 0.106). However, significant correlations were found between specific dimensions, suggesting that certain aspects of digital advertising influence stages of the buying process. It is concluded that optimizing such strategies may contribute to enhancing intelligent consumption in digital environments.
AB - The objective of this study was to analyze the relationship between digital advertising and consumer buying behavior in the company NussaBella S.A.C., located in Lima Metropolitana during 2024. The research followed a quantitative approach, applied type, with a non-experimental and cross-sectional design. The sample consisted of 100 clients over 18 years old, residing in Lima Metropolitana, who made at least one purchase influenced by the brand’s digital advertising. Surveys were used as the data collection technique, and a questionnaire validated by expert judgment was applied. The results showed a weak and non-significant positive correlation between both variables (Rho = 0.163; p = 0.106). However, significant correlations were found between specific dimensions, suggesting that certain aspects of digital advertising influence stages of the buying process. It is concluded that optimizing such strategies may contribute to enhancing intelligent consumption in digital environments.
KW - consumer behavior
KW - Digital advertising
KW - digital marketing
KW - smart consumption
UR - https://www.scopus.com/pages/publications/105032430043
U2 - 10.18687/LEIRD2025.1.1.930
DO - 10.18687/LEIRD2025.1.1.930
M3 - Contribución a la conferencia
AN - SCOPUS:105032430043
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
Y2 - 1 December 2025 through 3 December 2025
ER -