Influencia del marketing digital en la decisión de compra de vehículos livianos en Guayaquil

Abstract

Digital marketing, is used by the different dealers in Guayaquil city, seeks to influence the buying behavior of the buyer , through the use of strategies focused on highlighting the benefits offered by their products, thus achieving an increase in market share.

This study uses the quantitative method to determine the influence of digital marketing on the sales of light vehicles in the dealers of Guayaquil city, in order to apply better strategies in the automotive sector. It is a descriptive type investigation that allowed us to know situations, uses and attitudes through the description of activities and processes.