Bibliographic citations
Bonifacio, T., (2024). El impacto del marketing digital en la intención de compra de los consumidores de ropa deportiva en Lima Metropolitana, 2023 [Universidad de Lima]. https://hdl.handle.net/20.500.12724/20314
Bonifacio, T., El impacto del marketing digital en la intención de compra de los consumidores de ropa deportiva en Lima Metropolitana, 2023 []. PE: Universidad de Lima; 2024. https://hdl.handle.net/20.500.12724/20314
@misc{renati/1435718,
title = "El impacto del marketing digital en la intención de compra de los consumidores de ropa deportiva en Lima Metropolitana, 2023",
author = "Bonifacio Camargo, Thalia",
publisher = "Universidad de Lima",
year = "2024"
}
The objective of this study is to analyze "The Impact of Digital Marketing on the Purchase Intent of Sportswear Consumers in Lima, 2023." In an environment where online presence is essential, it meticulously examines how digital strategies influence the purchasing decisions of the citizens of Lima, specifically in the ambit of sportswear. The research focuses on evaluating specific digital marketing tactics that may have a significant impact on the purchase intent of sports products. The purpose of this study is to provide sportswear companies with a deeper understanding of how digital strategies affect the attitudes and buying behaviors of consumers in Lima. The goal is to identify effective digital marketing practices to strengthen the connection between brands and consumers in this competitive market. Additionally, the research aims to analyze the digital presence of sportswear brands in Lima and the consumers perceptions of digital marketing campaigns. By better understanding the relationship between digital strategies and purchase intent, the findings are expected to provide valuable recommendations for enhancing digital marketing strategies in the industry. This investigation will contribute to understanding how digital marketing strategies influence the purchasing decisions of sportswear consumers in Lima, offering essential insights to adapt to changing market trends and meet consumer needs in the digital environment.
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