<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1994-3733</journal-id>
<journal-title><![CDATA[Revista Perspectivas]]></journal-title>
<abbrev-journal-title><![CDATA[Perspectivas]]></abbrev-journal-title>
<issn>1994-3733</issn>
<publisher>
<publisher-name><![CDATA[Universidad Católica Boliviana San Pablo, Unidad Académica Regional Cochabamba]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1994-37332023000100039</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La influencia del marketing digital en la decisión de compra de ropa femenina en las redes sociales]]></article-title>
<article-title xml:lang="en"><![CDATA[The influence of digital marketing on the decision to buy women&#8217;s clothing on social networks]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rojas Rodríguez]]></surname>
<given-names><![CDATA[Mitzy]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Santivañez Ramallo]]></surname>
<given-names><![CDATA[Claudia Viviana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Católica Boliviana &#8220;San Pablo&#8221; Departamento de Administración, Economía y Finanzas ]]></institution>
<addr-line><![CDATA[Cochabamba ]]></addr-line>
<country>Bolivia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Católica Boliviana Departamento de Administración, Economía y Finanzas ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Bolivia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>05</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>05</month>
<year>2023</year>
</pub-date>
<numero>51</numero>
<fpage>39</fpage>
<lpage>60</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_arttext&amp;pid=S1994-37332023000100039&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_abstract&amp;pid=S1994-37332023000100039&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_pdf&amp;pid=S1994-37332023000100039&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El marketing digital está permitiendo a las empresas publicitar y comercializar sus productos y servicios por internet, logrando así, establecer una relación más cercana con sus clientes. Por esta razón, la presente investigación tiene por objetivo determinar su influencia en la decisión de compra y el uso de este como estrategia en la venta de ropa femenina en redes sociales. Para el desarrollo, se ha empleado el modelo de aceptación tecnológica (TAM) y el método de mínimos cuadrados parciales (PLS) con la aplicación de 337 encuestas dirigidas a mujeres entre 18 y 46 años. La evidencia empírica nos da como resultado la facilidad de uso y utilidad percibidas como los constructos más significativos.  CLASIFICACIÓN JEL:  M0, M1, M10]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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&#8217;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.  JEL CLASSIFICATION:  M0, M1, M10]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Marketing digital]]></kwd>
<kwd lng="es"><![CDATA[ropa femenina]]></kwd>
<kwd lng="es"><![CDATA[influencia]]></kwd>
<kwd lng="es"><![CDATA[modelo teórico (TAM)]]></kwd>
<kwd lng="en"><![CDATA[Digital marketing]]></kwd>
<kwd lng="en"><![CDATA[women&#8217;s clothing]]></kwd>
<kwd lng="en"><![CDATA[influence]]></kwd>
<kwd lng="en"><![CDATA[theoretical model (TAM)]]></kwd>
</kwd-group>
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