E-commerce and digital marketing in fashion companies in Metropolitan Lima, Peru
Article Sidebar
Main Article Content
Abstract
Currently, online shopping trends are not unfamiliar to the fashion industry and require effective strategies to reach the desired audience. The objective of this research was to determine the relationship between e-commerce and digital marketing in fashion enterprises in Metropolitan Lima, Peru. The methodology employed was applied research with a quantitative approach, non-experimental design, cross-sectional design, and descriptive correlational scope. The findings revealed that e-commerce has a relationship of 0.278 with digital marketing, suggesting that with the improvement of the e-commerce interface, digital marketing is subtly emphasized. It was concluded that there is a need to strengthen the foundations of the e-commerce interface, considering that it is the pillar that provides the means for digital marketing to effectively implement and measure strategies.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
COPYRIGHT NOTICE
Authors who publish in the INNOVA Research Journal keeps copyright and guarantee the journal the right to be the first publication of the work under the Creative Commons License, Attribution-Non-Commercial 4.0 International (CC BY-NC 4.0). They can be copied, used, disseminated, transmitted and publicly exhibited, provided that: a) the authorship and original source of their publication (magazine, publisher, URL and DOI of the work) is cited; b) are not used for commercial purposes; c) the existence and specifications of this license of use are mentioned.
References
Acosta-Vargas, P., Salvador-Acosta, B., Salvador-Ullauri, L., & Jadán-Guerrero, J. (2022). Accessibility challenges of e-commerce websites. PeerJ Computer Science, 8, e891. https://peerj.com/articles/cs-891/
Arias, J. (2020). Técnicas e instrumentos de investigación científica. Repositorio CONCYTEC.
Arias, J. y Covinos, M. (2021). Diseño y metodología de la investigación. ResearchGate. https://gc.scalahed.com/recursos/files/r161r/w26022w/Arias_S2.pdf
Arispe, C., Yangali, J., Guerrero, M., Lozada, O., Acuña, L., y Arellano, C. (2020). La investigación científica: una aproximación para los estudios de posgrado. Universidad Internacional del Ecuador. https://repositorio.uide.edu.ec/handle/37000/4310
Candia, D. (2021). Satisfacción del cliente y su relación con la calidad de servicio del ecommerce de una tienda por departamento durante el periodo pandémico 2020-2021, caso estilos S.R.L. Arequipa [Tesis de maestría, Universidad Nacional de San Agustín]. https://repositorio.unsa.edu.pe/items/a72badd8-6db2-417a-8869-cb30a0364543
Chakravarthy, B. S., Rani, U., & Karunakaran, K. (2022). Impact of digital marketing in the business performance of e-commerce companies. Journal of Positive School Psychology, 6(4). https://journalppw.com/index.php/jpsp/article/view/4911
Chen, S. C., & Dhillon, G. (2003). Interpreting dimensions of consumer trust in e-commerce. Information Technology and Management, 4, 303-318.
Cho, M., Yun, H., & Ko, E. (2022). Contactless marketing management of fashion brands in the digital age. European Management Journal, 41(4), 512-520. https://doi.org/10.1016/j.emj.2022.12.005
Constantinides, E. (2014). Foundations of social media marketing. Procedia - Social and Behavioral Sciences, 148, 40-57. https://doi.org/10.1016/j.sbspro.2014.07.016
Davis, F. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. Source: MIS Quarterly, 13(3).
Dewi, R., & Hartono, T. (2019). E-commerce marketing communication strategies on consumer buying interest. IOP Conf. Series: Materials Science and Engineering, 662(3), 1-8.
Gunawan, R., Anthony, G., Vendly, & Anggreainy, M. (2021). The effect of design user interface (UI) e-commerce on user experience (UX). Proceedings of 2021 6th International Conference on New Media Studies, CONMEDIA 2021. https://doi.org/10.1109/CONMEDIA53104.2021.9617199
Guo, J., Zhang, W., & Xia, T. (2023). Impact of shopping website design on customer satisfaction and loyalty: the mediating role of usability and the moderating role of trust. Sustainability, 15(8). https://doi.org/10.3390/su15086347
Hernández-Sampieri, R., y Mendoza, C. (2018). Metodología de la investigación: las rutas cuantitativa, cualitativa y mixta. Mc Graw Hill.
Jauregui Flores, A. V. (2022). Comercio electrónico y gestión de ventas de la empresa Inversiones Aura Perú S.A.C., Lima 2022. [Tesis de Maestría, Universidad César Vallejo]. https://repositorio.ucv.edu.pe/handle/20.500.12692/97228
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0. Technology for humanity. John Wiley & Sons, Inc.
Kütz, M. (2016). Introduction to E-Commerce: Combining Business and Information Technology.
Loaiza Torres, J. S. (2018). Del ciclo de vida del producto al ciclo de vida del cliente: una aproximación hacia una construcción teórica del ciclo de vida del cliente. Revista de Investigación y Negocios. 11(18). http://www.scielo.org.bo/scielo.php?pid=S2521-27372018000200010&script=sci_arttext
Malca, Ó. (2001). Comercio electrónico. 1ª. ed. corregida – Lima: Universidad del Pacífico. https://repositorio.up.edu.pe/bitstream/handle/11354/76/AE40.pdf?sequence=1&isAllowed=
Manterola, C., Quiroz, G., Salazar, P., y García, N. (2019). Metodología de los tipos y diseños de estudio más frecuentemente utilizados en investigación clínica. Revista Médica Clínica Las Condes, 30(1), 36-49. https://doi.org/10.1016/j.rmclc.2018.11.005
Murcia Zorrilla, C. P. (2022). Factores determinantes en la adopción del e-commerce: la innovación en marketing de las empresas colombianas [Tesis doctoral, Universitat Oberta de Catalunya, España]. http://hdl.handle.net/10609/147800
Oliveira, T., Alhinho, M., Rita, P., & Dhillon, G. (2017). Modelling and testing consumer trust dimensions in e-commerce. Computers in Human Behavior, 71, 153-164. https://doi.org/10.1016/j.chb.2017.01.050
Ordoñez Abril, D. Y., Calderón Sotero, J. H., y Padilla Delgado, L. M. (2021). Revisión de literatura de la teoría del comportamiento planificado en la decisión de compra de productos orgánicos. Revista Nacional de Administración, 12(1), 1-20. https://doi.org/10.22458/rna.v12i1.3178
Rizvanović, B., Zutshi, A., Grilo, A., & Nodehi, T. (2023). Linking the potentials of extended digital marketing impact and start-up growth: Developing a macro-dynamic framework of start-up growth drivers supported by digital marketing. Technological Forecasting and Social Change, 186(122128). https://doi.org/10.1016/j.techfore.2022.122128
Robayo-Botiva, D. (2020). El comercio electrónico: concepto, características e importancia en las organizaciones. (Generación de contenidos impresos N.° 20). Bogotá: Ediciones Universidad Cooperativa de Colombia. https://doi.org/10.16925/gclc.13
Rungsrisawat, S., Joemsittiprasert, W., & Jermsittiparsert, K. (2019). Factors determining consumer buying behaviour in online shopping. International Journal of Innovation, Creativity and Change, 8(8), 222-237.
Selman, H. (2017). Marketing Digital. Estados Unidos: IBUKKU.
Sibrián Sánchez, K. A. (2020). Teoría de juegos aplicada a la competencia innovativa de la industria 4.0. Revista Activos, 18(2). https://doi.org/10.15332/25005278/6261
Velázque -Cornejo, B. y Hernández-Gracia, J. (2019). Marketing de Contenidos. Boletín Científico de la Escuela Superior de Atotonilco de Tula, (11), 51-53. https://repository.uaeh.edu.mx/revistas/index.php/atotonilco/article/view/3697/9506
Yupanqui Candia, L. M., y Ordoñez Cutipa, J. E. (2021). Impacto del marketing digital en MYPES peruanas frente a las de otros países. Universidad Nacional del Altiplano, Redacción Científica. https://zenodo.org/record/4592380