Impacto del marketing digital de marcas extranjeras en el consumo de prendas de vestir ecuatorianas

Abstract

This research analyzes the impact of international brands' digital marketing on the consumption of Ecuadorian clothing in Guayaquil, aiming to propose competitive advantages in the face of growing global fashion trends. The primary objective was to identify foreign advertising factors that influence local consumer perception and preference toward national products. Using a quantitative, descriptive-correlational approach with a non-experimental cross-sectional design, a survey was conducted among 384 individuals, including men and women aged 18 to 45, through simple random probability sampling methods. The results reveal massive exposure to international digital advertising, particularly on social media, which associates these brands with higher standards of quality, attractiveness, and social status. In contrast, national brands exhibit low visibility and irregular communication strategies, weakening their strategic positioning. The study concludes that while Ecuadorian fashion is valued for its quality-price ratio, the lack of robust digital strategies effectively limits its competitiveness against international global giants.