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Universidad de Panamá
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Submitted January 25, 2022
Published 2022-01-25

Artículos

Vol. 5 No. 1 (2022): REVISTA FAECO SAPIENS

Digital marketing and e-commerce strategies to enhance competitive advantages in the virtual environments of Panama City service companies in times of COVID - 19

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Citación:
DOI: ND

Published: 2022-01-25

How to Cite

Abrego Rodríguez, A., & Mujica Chirinos, N. (2022). Digital marketing and e-commerce strategies to enhance competitive advantages in the virtual environments of Panama City service companies in times of COVID - 19. Revista FAECO Sapiens, 5(1), 42–70. Retrieved from https://revistas.up.ac.pa/index.php/faeco_sapiens/article/view/2675
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Abstract

This article aims to propose Digital Marketing and E-Commerce strategies that allow to enhance the competitive advantages of service-based companies in Panama City, in the framework of the Covid-19 pandemic. The methodology used is empirical-analytical, positivist approach, marked by a quantitative numerical-arithmetic language. This type of research is descriptive and correlational, with a non-experimental, transactional and field design. The study included 1,105 companies, to which a random sampling was applied, which resulted in 330 firms. The data collection technique was observation through a survey and as the tool the questionnaire, to which content validity and reliability were performed through a pilot test. From this test a Cronbach's alpha coefficient of 0.8 was obtained, and then applied to through the internet. The results propose digital marketing strategies for websites, customer attraction, search engine optimization, customer loyalty, sales and use of e-commerce platform.

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