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Original
Published: 2023-10-30
DOI: https://doi.org/10.56294/piii20238

Digital marketing and brand positioning in a dental company in North Lima

By
Angie Marley Sales Diaz ,
Angie Marley Sales Diaz

Universidad Tecnológica del Perú. Perú.

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Meli Nelida Noel Sanchez ,
Meli Nelida Noel Sanchez

Universidad Tecnológica del Perú. Perú.

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Bryan Luis Alonzo Hinojosa ,
Bryan Luis Alonzo Hinojosa

Universidad Tecnológica del Perú. Perú.

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Brian Andreé Meneses Claudio ,
Brian Andreé Meneses Claudio

Universidad Tecnológica del Perú. Perú.

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Ofelia Almendra Velasquez Mendoza ,
Ofelia Almendra Velasquez Mendoza

Universidad Tecnológica del Perú. Perú.

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Resumen

The objective of this study was to examine the relationship between digital marketing and brand positioning of a company in the dental sector in the northern area of Lima in the year 2023. Descriptive-correlational research was conducted with a quantitative approach and non-experimental design. The sample comprised 109 patients who were administered a survey using a structured questionnaire to evaluate the connection between the two variables. Statistical analysis of the data is presented using tables and graphs, including correlation analysis to test for the existence of a relationship. The inferential statistical test was used to contrast the hypotheses, confirming a significant positive correlation, although moderate (Spearman's Rho coefficient = 0.817), with a significance level (p=0.000). concluding that as the use of digital marketing strategies increases, the positioning of the dental center in northern Lima will be strengthened in the year 2023

Keywords:

Digital Marketing,
Brand Positioning,
Dentistry,
Web Platform,
Dental Industry,
Digital Marketing Tools,
Chatbots,

Cómo citar

1.
Sales Diaz AM, Noel Sanchez MN, Alonzo Hinojosa BL, Meneses Claudio BA, Velasquez Mendoza OA. Digital marketing and brand positioning in a dental company in North Lima. SCT Proceedings in Interdisciplinary Insights and Innovations [Internet]. 2023 Oct. 30 [cited 2024 Jul. 3];1:8. Available from: https://proceedings.saludcyt.ar/index.php/piii/article/view/8

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Este artículo se distribuye bajo la licencia Creative Commons Attribution 4.0 License. A menos que se indique lo contrario, el material publicado asociado se distribuye bajo la misma licencia.

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