Incidencia del marketing viral en la decisión de compra de los clientes de supermercados de Guayaquil.

Abstract

The present research is framed within a descriptive perspective aiming to study consumer behavior and the influence of viral marketing on their purchasing decision-making process in Guayaquil's supermarkets. This study seeks to expose the relationship between both phenomena, highlighting how viral marketing impacts consumer preferences and choices within the specific context of the city's supermarkets. The methodology employed to fulfill the research objectives consisted of a mixed approach that integrated both quantitative and qualitative methods. To obtain quantitative data, a survey was conducted among a representative sample of supermarket customers in Guayaquil.