Abstract

FARFAN NUNEZ, Adrián Luis et al. Digital marketing and customer satisfaction in market associations. Revista InveCom [online]. 2025, vol.5, n.3, e050330.  Epub Mar 18, 2025. ISSN 2739-0063.  https://doi.org/10.5281/zenodo.14219575.

The present study aimed to analyze the relationship between digital marketing and customer satisfaction of the Buenos Aires market association, Chimbote, 2023. A quantitative, descriptive, correlational and non-experimental methodologywas used. For data collection, a questionnaire-based survey was applied. The sample was non-probabilistic and selected by convenience, with 278 volunteers from the Buenos Aires market, Nuevo Chimbote. Therefore, it was concluded that the relationship between the study variables is considerably relevant, with a favorable and high correlation (rho value = 0.833) and a p-value of less than 1 %. This allows inferring that the variables are related and present a good linear relationship, suggesting that an increase in digital marketing scores could increase consumer satisfaction.

Keywords : digital marketing; customer satisfaction; product; promotion; brand; communication.

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