This article aims to analyze the relationship between digital marketing, E-commerce and competitive advantages in service companies in Panama City, Panama, in the time of Covid-19. The methodology is framed within the empirical-analytical, positivist approach, marked by a quantitative numerical- arithmetic language; the type of research is descriptive and correlational, with a non-experimental, transactional and field design. The population was 1,105 companies, to which a random sampling was applied, which resulted in 330 firms. The data collection technique was observation by means of a survey and its instrument the questionnaire, to which content validity and reliability were performed through a pilot test, from which a Cronbach's alpha coefficient of 0.8 was obtained, and then applied to through the internet. The results show that there are companies that still do not have participation in digital platforms. It can also be inferred that marketing in service companies lacks good strategies. It is concluded that digital marketing, e-commerce and competitive advantages are closely related.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
