Digital marketing and business management of a textile company in the victoria district during the Covid-19 pandemic, 2022

Abstract

Throughout the sanitary emergency confinement, the companies were affected due to the restrictions stipulated by the authorities, mainly decreasing their economic and commercial activity, to the point of closing their premises permanently, with micro and small businesses being the most affected by this crisis. Therefore, it is proposed to determine the influence of digital marketing in the commercial management of a textile company in the district of La Victoria during the pandemic COVID-19, 2022. Thus, the methodology is of quantitative approach of non-experimental, cross-sectional, correlational design, using the questionnaire as an instrument, which was validated by calculating Cronbach's Alpha by three experts and was directed to a total sample of 90 entrepreneurs. A Spearman's Rho result of 0,487 was obtained, indicating a moderate positive correlation of the variables under study. In conclusion, implementing digital strategies contributes to the marketing of businesses to obtain greater brand positioning, increase sales and attract potential customers, satisfying their needs.