DIGITAL MARKETING STRATEGIES IN ABBOTT LABORATORY CLIENTS DURING THE COVID-19 PANDEMIC - SAN JUAN DE LURIGANCHO, 2020
Objectives: The objective of the study is to describe digital marketing strategies in Abbott Laboratory clients during the COVID-19 pandemic in the San Juan de Lurigancho district, 2020. Materials and methods: This study has a quantitative approach, applied type, non-experimental cross-sectional des...
| Autores: | , |
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| Tipo de documento: | artigo |
| Estado: | Versão publicada |
| Data de publicação: | 2020 |
| País: | Perú |
| Recursos: | Universidad María Auxiliadora |
| Repositório: | Agora |
| Idioma: | espanhol |
| OAI Identifier: | oai:revistaagora.com:article/131 |
| Acesso em linha: | https://revistaagora.com/index.php/cieUMA/article/view/131 |
| Access Level: | Acceso aberto |
| Palavra-chave: | Estrategias Clientes Marketing digital Pagina web Pandemia COVID-19 Strategies Customers Digital Marketing Web page COVID-19 pandemic |
| Resumo: | Objectives: The objective of the study is to describe digital marketing strategies in Abbott Laboratory clients during the COVID-19 pandemic in the San Juan de Lurigancho district, 2020. Materials and methods: This study has a quantitative approach, applied type, non-experimental cross-sectional design, descriptive level; Its population is the clients of the ABBOTT laboratory surveyed during the COVID-19 pandemic in the district of San Juan de Lurigancho, the sample consisted of a total of 72 clients, the technique was the Likert scale survey and the collection instrument data was the questionnaire with 35 items and 4 dimensions, the data will be analyzed using the SPSS program. Results: Indicate that digital marketing strategies in clients predominated at the always level with 54.2%, followed by 25% at the almost always level, in addition to 16.7% with a sometimes level, at Regarding flow dimensions, 51.4% are observed, 55.6% functionality, 45.8% feedback, 45.8% loyalty, determining that Abbott Laboratory customers use digital marketing at 50% of their total potential. Conclusions: Regarding digital marketing strategies in ABBOTT laboratory clients during the COVID-19 pandemic, reaching the following conclusions, clients should be trained to improve the use and positioning of the brand through digital marketing strategies and the management of the ABBOTT laboratory website. |
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