Digital marketing and brand value of Empresa Matias, Abancay

Abstract

Digital marketing is established as an essential tool for companies, as it allows them to reach a broader and segmented audience, improve market visibility, and optimize cost-effectiveness compared to traditional marketing. Additionally, it facilitates direct interaction with customers, enabling immediate feedback and agile adaptation to their needs. In the businesses of Abancay, there has been a growing desire to incorporate this set of strategies and tactics to promote products or services through digital channels. Such is the case of the company Grupo J & A Matías, for which research was conducted on the level of relationship between its brand value in the pastry sector and digital marketing. The instrument constructed was a questionnaire based on the survey technique. The sample consisted of 352 customers of the company under study. The design was descriptive-correlational, non-experimental, and had a quantitative approach. Regarding the established general objective, it was concluded that there is a considerable positive correlation between digital marketing and brand value, according to the Spearman's Rho correlation coefficient, which equals 0.557 (55.7%). Therefore, it can be affirmed that the more extensive the digital marketing, the higher the brand value as perceived by customers. Likewise, moderate positive correlations were found between brand loyalty, brand awareness, and perceived quality with digital marketing.