Sapientia Postgraduate

Vol. 1 No. 2 (2025)
Artículos originales

Digital Marketing Techniques in Businesses in the Commercial Sector in Tegucigalpa

pdf (Spanish)
  • Alejandro Josué Molina Valladares
Alejandro Josué Molina Valladares
Investigador independiente.

Published 2026-02-09

https://doi.org/10.63975/sp.52

Keywords

  • digital marketing,
  • entrepreneurship,
  • digital platforms,
  • loyalty

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How to Cite

1.
Molina Valladares AJ. Digital Marketing Techniques in Businesses in the Commercial Sector in Tegucigalpa. SP [Internet]. 2026 Feb. 9 [cited 2026 Apr. 18];1(2):2-7. Available from: https://revistas.unicah.edu/index.php/sapientia-postgraduate/article/view/52
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Abstract

Objective: To analyze the main digital marketing techniques used by commercial ventures in Tegucigalpa to determine their level of adoption and effectiveness in brand positioning and customer loyalty. Method: A quantitative approach, a descriptive scope, and a cross-sectional non-experimental design were used. The sample consisted of 135 commercial ventures operating through digital platforms. A structured online questionnaire with Likert-scale items was used to measure the use of social media, Search Engine Optimization (SEO), segmented advertising (SEM), and digital analytics tools. Descriptive statistics (frequencies and percentages) were calculated using SPSS. Results: 95% of ventures use Facebook for promotion, 81% use Instagram, and 72% use WhatsApp Business as a direct communication tool. Only 30% use YouTube for audiovisual content. SEO and advanced analytics techniques show adoption rates below 25%. Content management and social media advertising are the most common strategies. Conclusions: Digital marketing is a key factor for visibility and growth among commercial entrepreneurships in Tegucigalpa. However, the low implementation of analytics and optimization strategies reveals the need for technical training and professionalization in advanced digital methods.

pdf (Spanish)

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