Social Media marketing en las empresas comerciales: una herramienta que influye en la comunicación digital e intención de compra del usuario del cantón Ambato

Abstract

Despite the benefits and opportunities offered by digital communication through consumer-oriented social media marketing, a series of problems and challenges associated with this practice have also been identified, such as information overload, trust and credibility. Therefore, the objective of the research was to analyze the impact of the social media marketing tool on the digital communication of commercial companies for the interpretation of the purchase intention of the digital consumer of the Ambato canton. To this end, it was decided to use the mixed approach, since it will allow data to be collected from a representative sample of the study population, which will facilitate the extrapolation of the results to the entire population of the Canton. To determine the study sample, 5% of the error level and 95% of confidence were considered, where the total value was 383 surveys for the research, which resulted in 383 economically active users. To tabulate the results, the SPSS statistical software was used, which was used to carry out the descriptive analyses, the factor analysis in order to extract the main components and the testing of hypotheses through Spearman's Rho. The analyzes show that three key factors: Social media, open market orientation and behavioral intentions together explain 70% of the variation in the data. This important contribution demonstrates that these factors are not only fundamental to understanding consumer behavior, but are also key success factors in identifying and understanding consumer motivation. Finally, these results highlight the importance of incorporating these aspects into your digital marketing tactics to achieve effective and specific communications in the social media environment