@inproceedings{ea08c860fa6443689bfe88ecf500aa3a,
title = "Publicidad digital y la presencia de redes sociales en el posicionamiento de la marca en el sector Retail de Ecuador",
abstract = "The objective of this research is to analyze the impact that digital advertising and social media presence have on brand positioning in the Ecuadorian retail sector. A quantitative study was conducted using surveys of 312 retail store customers in Ecuador. The data was analyzed using structural equation modeling (SEM) to determine the relationships between the variables studied. The findings indicate that digital advertising and social media presence positively influence brand positioning. The combination of digital advertising and social media management is essential for brands in Ecuador to achieve competitive positioning in the retail market.",
keywords = "advertising, brand, positioning, retail, social media",
author = "Verdesoto, {German Jazmany Zambrano} and Vargas, {Christian Fidel Sol{\'o}rzano} and Urribarri, {{\'A}frica Del Valle Calanchez}",
note = "Publisher Copyright: {\textcopyright} 2024 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.; 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2024 ; Conference date: 02-12-2024 Through 04-12-2024",
year = "2024",
doi = "10.18687/LEIRD2024.1.1.352",
language = "Espa{\~n}ol",
series = "Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology",
publisher = "Latin American and Caribbean Consortium of Engineering Institutions",
editor = "{Larrondo Petrie}, {Maria M.} and Jose Texier and Matta, {Rodolfo Andres Rivas}",
booktitle = "Proceedings of the 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development",
}