Resumo

SALTOS CRUZ, Juan Gabriel; ORTIZ PAREDES, William Franklin; TEJADA MOYANO, Sandra Paulina  e  CORDERO ARMENDARIZ, Shirley Estefanía. Digital media ecosystem: a dimensional analysis according to the criteria of specialists. uct [online]. 2024, vol.28, n.125, pp.68-77.  Epub 05-Fev-2025. ISSN 1316-4821.  https://doi.org/10.47460/uct.v28i125.856.

Digital marketing plays an important role in achieving organizations' strategies. This article aims to identify the elements and resources capable of configuring a digital media system that increases the effectiveness of commercial strategies. The present study was a non-experimental cross-sectional study. The empirical method used was data collection with an instrument structured by 5-option Likert scales. The survey was applied to 273 specialists. The statistical procedure used to measure the quality of the model was reliability analysis and factor analysis. The elements most recommended by experts in each digital channel were defined. It is concluded that a digital media ecosystem is formed by social networks, paid advertising, mobile marketing, organic positioning, social media, email marketing, and websites.

Palavras-chave : digital marketing; digital media; digital systems.

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