Influence of Digital Advertising on Sales Case: Water Home Express Canoa
DOI:
https://doi.org/10.54536/ajfti.v3i1.3940Keywords:
Consumer Perception, Digital Advertising, Marketing Strategies, Sales, SurveysAbstract
This investigation focuses on the Influence of digital advertising on sales, case: Water Home Express Canoa located in the province of Manabí. The objective is to analyze the impact of online advertising on the sales of Water Home Express Canoa, a company specialized in the marketing of bottled water in the parish of Canoa. The research seeks to identify the digital advertising tactics used by the company and their effectiveness in sales growth. To do this, quantitative and qualitative methods were used, including surveys and interviews, on a population of 344 clients, from which a sample of 62 participants was selected. The results reflect that social networks are the main way of discovery for the company, while digital advertising plays an important role in the purchase decision. Although a significant proportion of respondents consider social media advertising effective, there is a considerable group that adopts a neutral stance (45.2%), suggesting that the effectiveness of these strategies can still be improved. Additionally, some respondents show brand loyalty thanks to digital advertising. These findings indicate that, despite their positive impact, it is necessary to optimize digital campaigns to strengthen the connection with consumers and increase the effectiveness of marketing strategies. The analysis concludes that digital advertising is essential to increase sales, but also highlights the importance of understanding consumer preferences and perceptions to achieve more effective and attractive campaigns.
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