Digital marketing and corporate communication as institutional positioning strategies

Abstract

DOI: https://doi.org/10.46296/rc.v9i17.0418

ABSTRACT

The objective of this analysis was to study the relationship between the use of digital marketing and corporate communication through social media, and in turn, the influence of these variables on user interaction, trust, interest, and purchasing decisions in micro and small businesses in Guayaquil, Manta, and Machala. A quantitative approach was adopted, and the design was descriptive and cross-sectional. A Likert-scale survey was administered to 66 participants, and the results were analyzed using descriptive statistics and non-parametric correlations (Spearman and Kendall). The results showed overall averages very close to the mean (3). The most valued item was "following business accounts" (M = 3.45), while short videos (M = 3.26) and promotions (M = 3.29) had a moderate influence on user interest and purchasing decisions. Regarding the percentage distribution, the neutral category was predominant, with a percentage between 30% and 38%, followed by the "agree" category, indicating that the overall perception was moderate. Correlations were positive, ranging from low to moderate, with notable relationships including those between following and content engagement (ρ = 0.30; τ = 0.26), between short videos and purchase decisions (ρ = 0.27; τ = 0.23), and between user reviews and purchase decisions (ρ = 0.24; τ = 0.20). It is concluded that the use of digital marketing and corporate communication significantly, but moderately, influences consumer behavior, with dynamic content and social interaction being two factors that favor the purchase decision.

Keywords: Digital marketing, social media, corporate communication, institutional positioning, micro and small businesses, purchase decision, digital interaction, consumer perception.