Estrategias de marketing digital y comportamiento del consumidor en el sector cosmético de Guayaquil

Abstract

Currently, marketing has considered that current decisions no longer depend solely on the product, but on the symbolic connections that brands establish with their digital audiences. The overall objective of this article is to analyze how digital marketing strategies affect consumer behavior in the cosmetics sector in Guayaquil. The research applied a mixed approach and a descriptive and explanatory methodological design, which helped to integrate quantitative and qualitative information to address the phenomenon from a comprehensive and contextualized perspective. Surveys were administered to 150 consumers selected through quota sampling, and semi-structured interviews were conducted with representatives of companies active in relevant digital channels within the sector. The findings show that consumers value authentic content, real user experiences, and messages aligned with their personal values, while companies prioritize visual reach, continuous interaction, and the use of personalized campaigns to attract and retain potential and current customers. However, weaknesses in long-term strategic planning and after-sales follow-up have been identified, limiting its sustainability. Cross-referencing both sources revealed that digital marketing influences purchasing decisions and builds emotional bonds that reinforce perception and loyalty. In conclusion, the digital environment has redefined cosmetics consumption from a deeper and more active relational perspective.