Resumen

LONDONO ARREDONDO, Sara; MORA GUTIERREZ, Yessica Johana  y  VALENCIA CARDENAS, Marisol. Statistics models for the efficacy of digital marketing. Rev. esc.adm.neg [online]. 2018, n.84, pp.167-186. ISSN 0120-8160.  https://doi.org/10.21158/01208160.n84.2018.1923.

Trade has introduced digital media which facilitate direct communication with clients, using Internet-based technologies. This paper analyzes the existing factors which interfere the probability to get knowledge and the use of digital marketing strategies. For this reason, a survey was applied in the center of Medellin, Colombia, in malls and markets, to customers, and the information collected turn to be an input for descriptive and inferential analysis, having an estimate from Fuzzy Logic and Poisson models to stablish the relationship between different variables related with clients such as occupation and the use of social network, knowledge and the application of digital marketing strategies to clothing items, as well as the incidence of observed barriers to make it posible. It also points out the fact that such a channel isn't feasible for buying as it is almost not used; however, the probability to use it is closely related with social network and some expected benefits.

Palabras clave : Marketing and publicity; technological change; econometric modelling; fuzzy logic models; Poisson regression.

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