Análisis de las estrategias de marketing digital implementadas en redes sociales por tiendas de ropa deportiva y su impacto en los consumidores de las parroquias Jipijapa e Iñaquito en la ciudad de Quito, año 2023

Abstract

This research presents an analysis of digital marketing strategies implemented in social networks by sportswear stores and their impact on consumers in the parishes of Jipijapa and Iñaquito, through a descriptive and exploratory type of research, specific data was collected from sportswear stores and consumers. The implementation of digital marketing strategies in social networks is an essential key to position itself in the market and even reach people in a faster and more timely manner, through publications that achieve the attraction of the users of the various social networks, boosting sales and profitability of the business turn thanks to its digital marketing campaigns. In addition, the use of social networks allows users to learn much more about a sports brand, being a key tool for companies in the sports market to promote their products and provide information on launches of new sports apparel, transmit sports content that connects with the lifestyle of people, promotions or discounts, so that the engagement of customers with a brand is measured and determine the most relevant content that influences the final decision of users in their desire to purchase products.