“Preferencias digitales de comercialización en la ciudad de Azogues, Ecuador. Una oportunidad de desarrollo exponencial”

Abstract

The growing digital transformation in all areas has modified the traditional ways of marketing goods and services, which has broken down physical borders thanks to digital markets. In view of this, the objective is to analyze the digital media used by people and companies for the sale of goods and/or services by exploring the phenomenon of electronic commerce for exponential development. In this sense, the purchasing preferences and the digital media used by individuals in online buying and selling were analyzed. The research followed an exploratory, descriptive, quantitative and cross-sectional methodology, based on a systematic investigation of the literature and a field work through the application of a structured survey that was used to the study subjects, being this part of the population. economically active in the canton of Azogues. The study reflected that the main means of marketing online are social networks, among which the use of Facebook and WhatsApp stood out with 49.3% and 29.7% respectively, in the same way it was established that Amazon and Mercado Libre are the digital marketing platforms most used in the sale or purchase of products with 37.8% and 34.5% respectively. It is concluded that there is an inclination to use social networks for marketing and the main reason for using digital media is access to the diversity of products regardless of where the user is located.