“Estrategias de marketing digital para el mejoramiento de la gestión empresarial en el sector textil de la ciudad de Cuenca, provincia Azuay 2023”

Abstract

This study aims to analyze the effect of digital marketing strategies on business management improvement in the textile sector of Cuenca, Ecuador. A survey consisting of 10 questions to a non-probabilistic sample of 22 managers from different companies was applied and identified in the database of the single registry of taxpayers by province - individuals and companies from the Internal Revenue Service. Through the development of a cross-sectional and non-experimental descriptive statistical analysis, it was demonstrated that all managers in the study group apply digital marketing in the management of their companies, recognize social network management as the primary marketing strategy used, and identify the importance of using the Google analytics tool and online raffles for this purpose, leading to an increase in customers and, therefore, sales. Thus, it is concluded that digital marketing strategies influence business management improvement within the investigated sector.