ISSN-L: 0798-1015   •   eISSN: 2739-0071 (En línea)

Vol. 43 (Nº 08) Año 2022. Art. 2

Recibido/Received: 06/06/2022 • Aprobado/Approuved: 18/07/2022 • Publicado/Published: 15/08/2022
DOI: 10.48082/espacios-a22v43n08p02

Digital marketing communication strategy as means to enhance digital branding

Estrategia de comunicación marketing digital como medio para mejorar el branding digital

GUTIÉRREZ-VELASCO, Juan R. 1
MARÍN-AGUILAR, José T. 2
RAMOS-ÁVILA, Adriana E. 3
VEGA-MARTÍNEZ, Javier E. 4

Abstract
Companies worldwide have faced a quite discouraging reality ever since the SARS-CoV-2 pandemics started.  In order for organizations to retrieve what they had accomplished hitherto and to build on their business once again, many of them have implemented digital strategies. This article analyzes the effect the digital marketing strategy on customer’s attitude toward brands providing e-services. 386 validated surveys were obtained analyzed through multiple linear regression. Results indicate that digital marketing has an impact on customer’s attitude toward brands.
Keywords: digital communication, e-branding, e-services

Resumen
Mundialmente, las empresas enfrentan a una difícil realidad desde que comenzó la pandemia del SARS-CoV-2. Muchas organizaciones han implementado estrategias digitales buscando recuperarse. Este artículo analiza el efecto de la estrategia de marketing digital y sus dimensiones en la actitud del cliente hacia las marcas que brindan servicios electrónicos. 386 encuestas fueron analizadas mediante regresión lineal múltiple y los resultados indican que el marketing digital tiene un impacto en la actitud del cliente hacia las marcas.
Palabras clave: marketing digital, branding digital, servicios en línea

ARTÍCULO COMPLETO/FULL ARTICLE

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1. MBA. Business School. Autonomous University of Aguascalientes. E-mail: juan_ramon_gutierrez@hotmail.com

2. PhD. Marketing Department, Business School. Autonomous University of Aguascalientes. E-mail: trinidad.marin@edu.uaa.mx

3. PhD. Faculty of Accounting and Administration, Autonomous University of San Luis Potosí, México. E-mail: adriana.ramos@uaslp.mx

4. PhD. Agribusiness Department, Business School. Autonomous University of Aguascalientes. E-mail: javier.vega@edu.uaa.mx