Efecto de las estrategias de mercadotecnia digital en el proceso de elección de MIPyMEs vinícolas en el Valle de Guadalupe, México

Abstract

The purpose of the article is to evaluate the effect of digital marketing strategies on consumer decision-making to visit micro, small and medium-sized wine companies (MIPyMEs) in the Valle de Guadalupe. It was decided to use the quantitative method and implement the survey technique, thereby 273 questionnaires were applied to visitors who visited the Valle de Guadalupe, Ensenada. The information obtained was analyzed by applying the multiple linear regression technique. The findings made it possible to verify that the dimensions that affect the visitors´ election process are: the digital marketing tools used by the company (HMDE) and the electronic recommendation (RE). This demonstrate that the implementation of effective strategies in social networks (RS) and in the web pages of wineries and vineyards, which encourages electronic recommendation, increases the probability of attracting a greater number of consumers and an influx of visitors to the wineries.