<?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>2959-9040</journal-id>
<journal-title><![CDATA[Revista Impulso]]></journal-title>
<abbrev-journal-title><![CDATA[Impulso]]></abbrev-journal-title>
<issn>2959-9040</issn>
<publisher>
<publisher-name><![CDATA[Universidad Privada Domingo Savio]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2959-90402025000300586</article-id>
<article-id pub-id-type="doi">10.59659/impulso.v.5i11.165</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Estrategias de marketing digital impulsando el comercio electrónico de los comerciantes emprendedores de Ica]]></article-title>
<article-title xml:lang="en"><![CDATA[Digital marketing strategies boosting e-commerce for entrepreneurial merchants in Ica]]></article-title>
<article-title xml:lang="pt"><![CDATA[Estratégias de marketing digital impulsionando o comércio eletrônico para empreendedores em Ica]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vasquez Gutierrez]]></surname>
<given-names><![CDATA[Adriana Lucia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vilca Perales]]></surname>
<given-names><![CDATA[Esther Jesús]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Lavanda Reyes]]></surname>
<given-names><![CDATA[Flor Angélica]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Navarro de Bernaola]]></surname>
<given-names><![CDATA[Carmen]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Bernaola Ramos]]></surname>
<given-names><![CDATA[Juan Teodoro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Ica  ]]></institution>
<addr-line><![CDATA[Ica ]]></addr-line>
<country>Peru</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>07</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>07</month>
<year>2025</year>
</pub-date>
<volume>5</volume>
<numero>11</numero>
<fpage>586</fpage>
<lpage>601</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_arttext&amp;pid=S2959-90402025000300586&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_abstract&amp;pid=S2959-90402025000300586&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_pdf&amp;pid=S2959-90402025000300586&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Actualmente las organizaciones empresariales entre ellas las del rubro comercial, utilizan las estrategias de marketing con herramientas digitales con la finalidad de promocionar sus productos o servicios y realizar transacciones comerciales digitales ampliando su espectro de clientes, considerándose así una alternativa de diversificación de sus formas de ventas. Esta investigación analizó cómo el marketing digital se relaciona con el comercio electrónico en las empresas comercializadoras de prendas de vestir del Centro Comercial Polvos Azules de Ica, 2023. Sustentándose un estado del arte muy pormenorizado, en un marco metodológico adecuado y el análisis de datos recogidos en campo. La investigación fue cuantitativa básica, nivel correlacional y diseño no experimental de corte transversal, con una población de 77 y muestra de 64 comerciantes emprendedores del Centro Comercial Polvos Azules, quienes respondieron la encuesta, como instrumento de recolección de datos. Para el procesamiento de la información, se utilizó la técnica estadística de evaluación de Spearman, para evaluar la relación entre las variables en estudio. Los resultados evidenciaron que el marketing digital guarda una relación significativa con el comercio electrónico. Asimismo, se confirmó que la publicidad digital, la optimización en motores de búsqueda y la gestión de redes sociales influyen en la actividad comercial en línea. Y se identificó que los negocios con estrategias digitales estructuradas logran expandir y mejorar sus ventas.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT Currently, business organizations, including those in the commercial sector, utilize marketing strategies with digital tools to promote their products or services and conduct digital commercial transactions, expanding their customer base. This research study analyzes how digital marketing relates to e-commerce in the apparel marketing companies of the Polvos Azules Shopping Center in Ica, 2023. It is based on a highly detailed state-of-the-art methodology, an appropriate methodological framework, and the analysis of data collected in the field. The research was basic quantitative, correlational, and had a non-experimental cross-sectional design. The population was 77 and the sample consisted of 64 entrepreneurial merchants from the Polvos Azules Shopping Center, who completed the survey as the data collection instrument. For data processing, the Spearman test statistical technique was used to evaluate the relationship between the variables under study. The results showed that digital marketing has a significant relationship with e-commerce. Furthermore, it was confirmed that digital advertising, search engine optimization, and social media management influence online business activity. It was also found that businesses with structured digital strategies manage to expand and improve their sales.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO Atualmente, as organizações empresariais, incluindo aquelas do setor comercial, utilizam estratégias de marketing com ferramentas digitais com o objetivo de promover seus produtos ou serviços e realizar transações comerciais digitais, ampliando assim seu espectro de clientes. Isso se configura como uma alternativa de diversificação nas formas de venda. Esta pesquisa analisou como o marketing digital se relaciona com o comércio eletrônico em empresas comercializadoras de roupas do Centro Comercial Polvos Azules de Ica, no ano de 2023. A investigação foi fundamentada em um estado da arte detalhado, com um referencial metodológico apropriado e análise de dados coletados em campo.A pesquisa foi de natureza quantitativa básica, de nível correlacional e com delineamento não experimental de corte transversal. A população foi composta por 77 empreendedores, com uma amostra de 64 comerciantes do Centro Comercial Polvos Azules, que responderam a um questionário utilizado como instrumento de coleta de dados. Para o processamento das informações, utilizou-se a técnica estatística de correlação de Spearman, a fim de avaliar a relação entre as variáveis em estudo. Os resultados evidenciaram que o marketing digital mantém uma relação significativa com o comércio eletrônico. Além disso, confirmou-se que a publicidade digital, a otimização para mecanismos de busca e a gestão de redes sociais influenciam diretamente a atividade comercial online. Identificou-se também que os negócios com estratégias digitais estruturadas conseguem expandir e melhorar suas vendas.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Marketing digital]]></kwd>
<kwd lng="es"><![CDATA[Comercio Electrónico]]></kwd>
<kwd lng="es"><![CDATA[Motores de búsqueda]]></kwd>
<kwd lng="es"><![CDATA[Transacciones digitales]]></kwd>
<kwd lng="en"><![CDATA[Digital Marketing]]></kwd>
<kwd lng="en"><![CDATA[E-commerce]]></kwd>
<kwd lng="en"><![CDATA[Search Engines]]></kwd>
<kwd lng="en"><![CDATA[Digital Transactions]]></kwd>
<kwd lng="pt"><![CDATA[Marketing Digital]]></kwd>
<kwd lng="pt"><![CDATA[Comércio Eletrônico]]></kwd>
<kwd lng="pt"><![CDATA[Motores de Busca]]></kwd>
<kwd lng="pt"><![CDATA[Transações Digitais]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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