Resumen

ROJAS RODRIGUEZ, Mitzy  y  SANTIVANEZ RAMALLO, Claudia Viviana. The influence of digital marketing on the decision to buy women’s clothing on social networks. Perspectivas [online]. 2023, n.51, pp.39-60.  Epub 31-Mayo-2023. ISSN 1994-3733.

Digital marketing is allowing companies to advertise and market their products and services online, thus establishing a closer relationship with their customers. For this reason, this research aims to determine the use of digital marketing as an influence strategy in the sale of women’s clothing on social networks, in order to know the influence of digital marketing on the purchase decision. For the development of the research, the technological acceptance model (TAM) is used and using the partial least squares (PLS) method with the application of 337 surveys aimed at women between 18 and 46 years old. Empirical evidence results in perceived ease of use and perceived usefulness as the most significant constructs for performing digital marketing strategies on social networks.

Palabras clave : Digital marketing; women’s clothing; influence; theoretical model (TAM).

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