Marketing digital y posicionamiento de marca de las pymes de calzado del Ecuador
Abstract
En concordancia con el nuevo orden económico mundial, el marketing digital constituye un elemento fundamental de la gestión empresarial. El objetivo de esta investigación fue diseñar los componentes de un sistema de gestión de marketing digital como contribución al incremento del posicionamiento de marcas de calzado del Ecuador. Esta investigación es cuantitativa, no experimental, de corte transversal con un alcance explicativo, ya que determina los factores claves para integrar las variables de estudio en las pymes de calzado, a través de un modelo de ecuaciones estructurales. Se determinó que las dimensiones fundamentales para gestionar el posicionamiento de marca a través del marketing digital en las empresas de calzado del Ecuador están estructuradas por 9 elementos: (1) paid search advertising - adaptive SEO, (2) social - social media, (3) marketing móvil, (4) website-email marketing, (5) reconocimiento, (6) recuerdo, (7) familiaridad, (8) atributos y beneficios, (9). Personal de la marca.
References
Aaker, D., & Biel, A. (1993). Brand Equity & Advertising: Advertising’sRole in Building Strong Brands (Advertising and Consumer Psychology). New Jersey: Editorial Erlbaum. doi:https://books.google.com.cu/books?redir_esc=y&hl=es&id=K_fsAAAAMAAJ&focus=searchwithinvolume&q=brand+equity
Acar, A., Büyükdağ, N., Türten, B., Diker, E., & Çalışır, G. (2024). The role of brand identity, brand lifestyle congruence, and brand satisfaction on repurchase intention: a multi-group structural equation model. Humanities and Social Sciences Communications, 11(1), 1 - 12. https://doi.org/10.1057/s41599-024-03618-w
AlMeraj, Z., Boujarwah, F., Qadri, R., & Alhuwail, D. (2021). Evaluating the accessibility of higher education institution websites in the State of Kuwait: empirical evidence. Universal Access in the Information Society, 20(1), 121-138. doi:https://doi.org/10.1007/s10209-020-00717-8
Arya, V., Sethi, D., & Paul, J. (2019). Does digital footprint act as a digital asset? – Enhancing brand experience through remarketing. International Journal of Information Management., 49(1), 142-156. https://doi.org/10.1016/j.ijinfomgt.2019.03.013
Azules, W., & Martin, J. (2020). Factores que condicionan la implementación de estrategias de innovación en un entorno dinámico: caso pymes del sector turístico en Ecuador. Revista de Globalización, Competitividad y Gobernabilidad, 14(2), 50 - 68. https://gcgjournal.georgetown.edu/index.php/gcg/article/view/3985
Buil, I., Martínez, E., & Chernatony, L. (2020). Medición del valor de marca desde un enfoque formativo. Cuadernos de Gestión, 10(1), 167-196. https://doi.org/10.5295/cdg.100204ib
Cho, V., & Chan, D. (2019). How social influence through information adoption from online review sites affects collective decision making. Enterprise Information Systems, 1-25. https://doi.org/10.1080/17517575.2019.1651398
Choi, H., Mela, C., Balseiro, S., & Leary, A. (2020). Online Display Advertising Markets: A Literature Review and Future Directions. Information Systems Research, 31(2), 1-20. https://doi.org/10.1287/isre.2019.0902
Cvitanović, P. (2021). The analysis of digital marketing tactics of selected insurance companies in Croatia. EFZG Working Papers Series 2103, 2021(3), 1-21. https://hrcak.srce.hr/252492
Doub, A., Levin, A., Heath, C., & LeVangi, K. (2015). Mobile app-etite: Consumer attitudes towards and use of mobile technology in the context of eating behaviour. Journal of Direct, Data and Digital Marketing Practice, 17(1), 114–129. https://doi.org/10.1057/dddmp.2015.44
Espejo, L., Perez, N., Mendoza, C., & Gagarín, Y. (2024). A Systematic Review on Unique Characteristics of Generation Z and Their Impact on Purchasing Decisions. Journal of Ecohumanism, 4(1), 12 - 25. https://doi.org/10.62754/joe.v4i1.4079
Fariborzi , E., & Zahedifard, E. (2012). E-mail Marketing: Advantages, Disadvantages and Improving Techniques. International Journal of e-Education, e-Business, e-Management and e-Learning, 2(3). https://www.ijeeee.org/Papers/116-CZ02024.pdf
Galikyan, I., Admiraal, W., & Kesterc, L. (2021). MOOC discussion forums: The interplay of the cognitive and the social. Computers & Education, 165(1), 1-10. https://doi.org/10.1016/j.compedu.2021.104133
Garg, M., & Bakshi, A. (2024). Exploring the effects of audience and strategies used by beauty vloggers on behavioural intention towards endorsed brands. Humanities and Social Sciences Communications, 11(621), 1 - 12. https://doi.org/10.1057/s41599-024-03133-y
Gu, C., Zhang, Y., & Zeng, L. (2024). Exploring the mechanism of sustained consumer trust in AI chatbots after service failures: a perspective based on attribution and CASA theories. Humanities and Social Sciences Communications, 11(1), 1 - 12. https://doi.org/10.1057/s41599-024-03879-5
Hernández, R., Fernández, C., & Baptista, P. (2018). Metodología de la investigación. MCGRAW-HILL.
Hossain, S., Zhou, X., & Rahman, F. (2018). Examining the impact of QR codes on purchase intention and customer satisfaction on the basis of perceived flow. International Journal of Engineering Business Management., 10, 1-11. https://doi.org/10.1177/1847979018812323
Ishartono, N., Halili, S. H., Razak, R. b., & Kholid, M. N. (2024). A dataset of assessing factors influencing online math-ICT integration among Indonesian preservice mathematics educators: A pilot study. Data in Brief, 57(1), 1 - 25. https://doi.org/10.1016/j.dib.2024.111015
Jostock, C., Luick, M., Jebb, S., & Pechey, R. (2024). Changing the availability and positioning of more vs. less environmentally sustainable products: A randomised controlled trial in an online experimental supermarket. Appetite, 200(1), 1 - 12. https://doi.org/10.1016/j.appet.2024.107579
Jurabek, U., Agzamov, A., Rizaev, N., & Djurayeva, M. (2024). Interaction and Segmentation Analysis in Green Science: A Maximum Likelihood Approach. E3S Web of Conferences, 574(1), 1 - 12. https://doi.org/10.1051/e3sconf/202457407005
Keller, K. (2013). Strategic Brand Management. Editorial Pearson Educación. doi:http://www.kvimis.co.in/sites/kvimis.co.in/files/ebook_attachments/Keller%20Strategic%20Brand%20Management.pdf
Killen, M. (2019). Growth Optimization. From Single to Scale (págs. 195-202). Berkley, CA.: Apress. https://doi.org/10.1007/978-1-4842-3814-1_10
Kuma, V., & Mitta, S. (2020). Mobile marketing campaigns: practices, challenges and opportunities. International Journal of Business Innovation and Research, 21(4), 523-539. https://doi.org/10.1504/IJBIR.2020.105996
Leonhardt, J. (2015). Tweets, hashtags and virality: Marketing the Affordable Care Act in social media. Journal of Direct, Data and Digital Marketing Practice, 16(1), 172-180. https://doi.org/10.1057/dddmp.2015.4
Lévy, J., & Varela, J. (2006). Modelización con estructuras de covarianzas en ciencias sociales. Temas esenciales, avanzados y aportaciones especiales. Gesbiblo.
Li, J., Luo, X., Lu, X., & Moriguchi, T. (2020). The Double-Edged Effects of E-Commerce Cart Retargeting: Does Retargeting Too Early Backfire? Journal of Marketing, 84, 1-18. https://doi.org/10.1177/0022242920959043
Li, X., Johnston, K., & Feng, J. (2024). Virtual community engagement: Engaging virtual communities for nation branding through sports. Public Relations Review, 50(3), 1-12. https://doi.org/10.1016/j.pubrev.2024.102440
Martín, M., Jiménez, A., & Mateos, A. (2019). A numerical analysis of allocation strategies for the multi-armed bandit problem under delayed rewards conditions in digital campaign management. Neurocomputing, 363, 99-113. https://doi.org/10.1016/j.neucom.2019.06.052
Morillas, A., Soladana, I., y Mediavilla, J. (2020). Importancia de los insights en el proceso estratégico y creativo de las campañas publicitarias. Estudios sobre el Mensaje Periodístico., 26(1), 339-348. https://doi.org/10.5209/esmp.66570
Mueller, J., Xenos, M., Scheufele, D., & Brossard, D. (2020). Saw It on Facebook: The Role of Social Media in Facilitating Science Issue Awareness. Social Media + Society., 6(2), 1-14. https://doi.org/10.1177%2F2056305120930412
Mullo, A., Peñaherrera, J., & De Casas, P. (2024). Advergaming in advertising communication: Case study Pepsiman and its brand awareness strategy. Journal of Communication, Culture and Arts, 4(2), 102 - 115. https://doi.org/10.34623/js5a-a356
Nasrabadi, N., Wicaksono, H., & Fatahi, O. (2024). Shopping marketplace analysis based on customer insights using social media analytics. MethodsX, 13(1), 1 - 12. https://doi.org/10.1016/j.mex.2024.102868
Naveen, G., & Hariharanath, K. (2021). Designing a Lead Score Model for DigitalMarketing Firms in Education Vertical inIndia. Indian journal of Science and technology, 14(16), 1302-1309. https://doi.org/10.17485/IJST/v14i16.290
Petänen, P., Tuovila, H., & Heikkilä, P. (2024). Strategic marketing of sustainable fashion: Exploring approaches and contradictions in the positioning of fashion rental. Cleaner Production Letters, 7(1), 1-12. https://doi.org/10.1016/j.clpl.2024.100075
Reifa, J., & Dirk, S. (2020). Exploring new ways of visitor tracking using big data sources: Opportunities and limits of passive mobile da. Journal of Destination Marketing & Management, 18(1), 1-15. https://doi.org/10.1016/j.jdmm.2020.100481
Repiso, R., Moreno-Delgado, A., & Aguaded, I. (2020). Factors affecting the frequency of citation of an article. Iberoamerican Journal of Science Measurement and Communication, 1(1), 1 - 6. https://doi.org/10.47909/ijsmc.08
Saleem, F., Khattak, A., UrRehman, S., & Ashiq, M. (2020). Bibliometric Analysis of Green Marketing Research from 1977to 2020. Publications, 9(1), 1-19. https://doi.org/10.3390/publications9010001
Saltos-Cruz, G., Araque-Jaramillo, W., & Saltos-Cruz, C. (2022). Gestión de marca. Revista Venezolana de Gerencia, 27(7), 186-202. doi:https://doi.org/10.52080/rvgluz.27.7.13
Saltos-Cruz, G., Peñaherrera-Zambrano, S., Herrera-Herrera, J., Naranjo-Holguín, F., & Araque-Jaramillo, W. (2022). Digital Media Ecosystem: A Core Component Analysis According to Expert Judgment. Lecture Notes in Networks and Systems, 407(1), 1 - 13. https://doi.org/10.1007/978-3-030-96147-3_2
Saura, J., Sánchez, P., & Cerdá, L. (2017). Understanding the Digital Marketing Environment with KPIs and Web Analytics. Future Internet, 9(4), 1-13. https://doi.org/10.3390/fi9040076
Wijaya, B., Aziz, R., Bioldy, E., & Kusuma, N. (2024). Consuming e-Grocery: The Appsnography of Sayurbox and Its Implications for Food and Agricultural Branding. Food Studies, 14(2), 23 - 42. https://doi.org/10.18848/2160-1933/CGP/v14i02/23-42
Xu, Z., Tong, Y., & Ye, M. (2024). How product-background color combinations influence perceived brand innovativeness. Journal of Retailing and Consumer Services, 81(1), 50 - 62. https://doi.org/10.1016/j.jretconser.2024.103965
Yepez, V., & López, J. (2024). Digital Generations: A Multidimensional Analysis of Media Ecology. Smart Innovation, Systems and Technologies, 375(1), 463 - 473. https://doi.org/10.1007/978-981-99-7210-4_43
Zambrano, G. (2024). Digital Marketing Strategies and Presence in Social Networks for the Positioning of MSMEs in Ecuador. European Public and Social Innovation Review, 9(1), 1 - 12. https://doi.org/10.31637/epsir-2024-1558
Acar, A., Büyükdağ, N., Türten, B., Diker, E., & Çalışır, G. (2024). The role of brand identity, brand lifestyle congruence, and brand satisfaction on repurchase intention: a multi-group structural equation model. Humanities and Social Sciences Communications, 11(1), 1 - 12. https://doi.org/10.1057/s41599-024-03618-w
AlMeraj, Z., Boujarwah, F., Qadri, R., & Alhuwail, D. (2021). Evaluating the accessibility of higher education institution websites in the State of Kuwait: empirical evidence. Universal Access in the Information Society, 20(1), 121-138. doi:https://doi.org/10.1007/s10209-020-00717-8
Arya, V., Sethi, D., & Paul, J. (2019). Does digital footprint act as a digital asset? – Enhancing brand experience through remarketing. International Journal of Information Management., 49(1), 142-156. https://doi.org/10.1016/j.ijinfomgt.2019.03.013
Azules, W., & Martin, J. (2020). Factores que condicionan la implementación de estrategias de innovación en un entorno dinámico: caso pymes del sector turístico en Ecuador. Revista de Globalización, Competitividad y Gobernabilidad, 14(2), 50 - 68. https://gcgjournal.georgetown.edu/index.php/gcg/article/view/3985
Buil, I., Martínez, E., & Chernatony, L. (2020). Medición del valor de marca desde un enfoque formativo. Cuadernos de Gestión, 10(1), 167-196. https://doi.org/10.5295/cdg.100204ib
Cho, V., & Chan, D. (2019). How social influence through information adoption from online review sites affects collective decision making. Enterprise Information Systems, 1-25. https://doi.org/10.1080/17517575.2019.1651398
Choi, H., Mela, C., Balseiro, S., & Leary, A. (2020). Online Display Advertising Markets: A Literature Review and Future Directions. Information Systems Research, 31(2), 1-20. https://doi.org/10.1287/isre.2019.0902
Cvitanović, P. (2021). The analysis of digital marketing tactics of selected insurance companies in Croatia. EFZG Working Papers Series 2103, 2021(3), 1-21. https://hrcak.srce.hr/252492
Doub, A., Levin, A., Heath, C., & LeVangi, K. (2015). Mobile app-etite: Consumer attitudes towards and use of mobile technology in the context of eating behaviour. Journal of Direct, Data and Digital Marketing Practice, 17(1), 114–129. https://doi.org/10.1057/dddmp.2015.44
Espejo, L., Perez, N., Mendoza, C., & Gagarín, Y. (2024). A Systematic Review on Unique Characteristics of Generation Z and Their Impact on Purchasing Decisions. Journal of Ecohumanism, 4(1), 12 - 25. https://doi.org/10.62754/joe.v4i1.4079
Fariborzi , E., & Zahedifard, E. (2012). E-mail Marketing: Advantages, Disadvantages and Improving Techniques. International Journal of e-Education, e-Business, e-Management and e-Learning, 2(3). https://www.ijeeee.org/Papers/116-CZ02024.pdf
Galikyan, I., Admiraal, W., & Kesterc, L. (2021). MOOC discussion forums: The interplay of the cognitive and the social. Computers & Education, 165(1), 1-10. https://doi.org/10.1016/j.compedu.2021.104133
Garg, M., & Bakshi, A. (2024). Exploring the effects of audience and strategies used by beauty vloggers on behavioural intention towards endorsed brands. Humanities and Social Sciences Communications, 11(621), 1 - 12. https://doi.org/10.1057/s41599-024-03133-y
Gu, C., Zhang, Y., & Zeng, L. (2024). Exploring the mechanism of sustained consumer trust in AI chatbots after service failures: a perspective based on attribution and CASA theories. Humanities and Social Sciences Communications, 11(1), 1 - 12. https://doi.org/10.1057/s41599-024-03879-5
Hernández, R., Fernández, C., & Baptista, P. (2018). Metodología de la investigación. MCGRAW-HILL.
Hossain, S., Zhou, X., & Rahman, F. (2018). Examining the impact of QR codes on purchase intention and customer satisfaction on the basis of perceived flow. International Journal of Engineering Business Management., 10, 1-11. https://doi.org/10.1177/1847979018812323
Ishartono, N., Halili, S. H., Razak, R. b., & Kholid, M. N. (2024). A dataset of assessing factors influencing online math-ICT integration among Indonesian preservice mathematics educators: A pilot study. Data in Brief, 57(1), 1 - 25. https://doi.org/10.1016/j.dib.2024.111015
Jostock, C., Luick, M., Jebb, S., & Pechey, R. (2024). Changing the availability and positioning of more vs. less environmentally sustainable products: A randomised controlled trial in an online experimental supermarket. Appetite, 200(1), 1 - 12. https://doi.org/10.1016/j.appet.2024.107579
Jurabek, U., Agzamov, A., Rizaev, N., & Djurayeva, M. (2024). Interaction and Segmentation Analysis in Green Science: A Maximum Likelihood Approach. E3S Web of Conferences, 574(1), 1 - 12. https://doi.org/10.1051/e3sconf/202457407005
Keller, K. (2013). Strategic Brand Management. Editorial Pearson Educación. doi:http://www.kvimis.co.in/sites/kvimis.co.in/files/ebook_attachments/Keller%20Strategic%20Brand%20Management.pdf
Killen, M. (2019). Growth Optimization. From Single to Scale (págs. 195-202). Berkley, CA.: Apress. https://doi.org/10.1007/978-1-4842-3814-1_10
Kuma, V., & Mitta, S. (2020). Mobile marketing campaigns: practices, challenges and opportunities. International Journal of Business Innovation and Research, 21(4), 523-539. https://doi.org/10.1504/IJBIR.2020.105996
Leonhardt, J. (2015). Tweets, hashtags and virality: Marketing the Affordable Care Act in social media. Journal of Direct, Data and Digital Marketing Practice, 16(1), 172-180. https://doi.org/10.1057/dddmp.2015.4
Lévy, J., & Varela, J. (2006). Modelización con estructuras de covarianzas en ciencias sociales. Temas esenciales, avanzados y aportaciones especiales. Gesbiblo.
Li, J., Luo, X., Lu, X., & Moriguchi, T. (2020). The Double-Edged Effects of E-Commerce Cart Retargeting: Does Retargeting Too Early Backfire? Journal of Marketing, 84, 1-18. https://doi.org/10.1177/0022242920959043
Li, X., Johnston, K., & Feng, J. (2024). Virtual community engagement: Engaging virtual communities for nation branding through sports. Public Relations Review, 50(3), 1-12. https://doi.org/10.1016/j.pubrev.2024.102440
Martín, M., Jiménez, A., & Mateos, A. (2019). A numerical analysis of allocation strategies for the multi-armed bandit problem under delayed rewards conditions in digital campaign management. Neurocomputing, 363, 99-113. https://doi.org/10.1016/j.neucom.2019.06.052
Morillas, A., Soladana, I., y Mediavilla, J. (2020). Importancia de los insights en el proceso estratégico y creativo de las campañas publicitarias. Estudios sobre el Mensaje Periodístico., 26(1), 339-348. https://doi.org/10.5209/esmp.66570
Mueller, J., Xenos, M., Scheufele, D., & Brossard, D. (2020). Saw It on Facebook: The Role of Social Media in Facilitating Science Issue Awareness. Social Media + Society., 6(2), 1-14. https://doi.org/10.1177%2F2056305120930412
Mullo, A., Peñaherrera, J., & De Casas, P. (2024). Advergaming in advertising communication: Case study Pepsiman and its brand awareness strategy. Journal of Communication, Culture and Arts, 4(2), 102 - 115. https://doi.org/10.34623/js5a-a356
Nasrabadi, N., Wicaksono, H., & Fatahi, O. (2024). Shopping marketplace analysis based on customer insights using social media analytics. MethodsX, 13(1), 1 - 12. https://doi.org/10.1016/j.mex.2024.102868
Naveen, G., & Hariharanath, K. (2021). Designing a Lead Score Model for DigitalMarketing Firms in Education Vertical inIndia. Indian journal of Science and technology, 14(16), 1302-1309. https://doi.org/10.17485/IJST/v14i16.290
Petänen, P., Tuovila, H., & Heikkilä, P. (2024). Strategic marketing of sustainable fashion: Exploring approaches and contradictions in the positioning of fashion rental. Cleaner Production Letters, 7(1), 1-12. https://doi.org/10.1016/j.clpl.2024.100075
Reifa, J., & Dirk, S. (2020). Exploring new ways of visitor tracking using big data sources: Opportunities and limits of passive mobile da. Journal of Destination Marketing & Management, 18(1), 1-15. https://doi.org/10.1016/j.jdmm.2020.100481
Repiso, R., Moreno-Delgado, A., & Aguaded, I. (2020). Factors affecting the frequency of citation of an article. Iberoamerican Journal of Science Measurement and Communication, 1(1), 1 - 6. https://doi.org/10.47909/ijsmc.08
Saleem, F., Khattak, A., UrRehman, S., & Ashiq, M. (2020). Bibliometric Analysis of Green Marketing Research from 1977to 2020. Publications, 9(1), 1-19. https://doi.org/10.3390/publications9010001
Saltos-Cruz, G., Araque-Jaramillo, W., & Saltos-Cruz, C. (2022). Gestión de marca. Revista Venezolana de Gerencia, 27(7), 186-202. doi:https://doi.org/10.52080/rvgluz.27.7.13
Saltos-Cruz, G., Peñaherrera-Zambrano, S., Herrera-Herrera, J., Naranjo-Holguín, F., & Araque-Jaramillo, W. (2022). Digital Media Ecosystem: A Core Component Analysis According to Expert Judgment. Lecture Notes in Networks and Systems, 407(1), 1 - 13. https://doi.org/10.1007/978-3-030-96147-3_2
Saura, J., Sánchez, P., & Cerdá, L. (2017). Understanding the Digital Marketing Environment with KPIs and Web Analytics. Future Internet, 9(4), 1-13. https://doi.org/10.3390/fi9040076
Wijaya, B., Aziz, R., Bioldy, E., & Kusuma, N. (2024). Consuming e-Grocery: The Appsnography of Sayurbox and Its Implications for Food and Agricultural Branding. Food Studies, 14(2), 23 - 42. https://doi.org/10.18848/2160-1933/CGP/v14i02/23-42
Xu, Z., Tong, Y., & Ye, M. (2024). How product-background color combinations influence perceived brand innovativeness. Journal of Retailing and Consumer Services, 81(1), 50 - 62. https://doi.org/10.1016/j.jretconser.2024.103965
Yepez, V., & López, J. (2024). Digital Generations: A Multidimensional Analysis of Media Ecology. Smart Innovation, Systems and Technologies, 375(1), 463 - 473. https://doi.org/10.1007/978-981-99-7210-4_43
Zambrano, G. (2024). Digital Marketing Strategies and Presence in Social Networks for the Positioning of MSMEs in Ecuador. European Public and Social Innovation Review, 9(1), 1 - 12. https://doi.org/10.31637/epsir-2024-1558
Published
2025-06-04
How to Cite
Saltos-Cruz, J. G., Naranjo-Holguín, F., & Ortiz-Paredes, W. F. (2025). Marketing digital y posicionamiento de marca de las pymes de calzado del Ecuador. Revista Venezolana De Gerencia, 30(111), 1516-1532. Retrieved from https://mail.produccioncientificaluz.org/index.php/rvg/article/view/43901
Issue
Section
TRIMESTRE
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
.png)
