Relations estimate between investment in digital media and financial variables of companies: a Colombian overview

Abstract

This article shows a first estimate about the relationship between investment in digital media and some financial variables in Colombia. First, a literature review is made about the impact of marketing and digital marketing in Company performance. Then, an analysis of the sectorial variables such as liquidity, profitability, indebtedness and concentration in sectors like food, personal grooming, automotive, drinking and tobacco, construction, entertainment, furniture, services, telecommunication, tourism and clothing using the technique of ordinary squared minimums (OSM) in the years 2011, 2012, 2013 and 2014. For this study, investment in digital media in the above- mentioned years is also taken into account.

Keywords

• Mercadeo por internet
• Comportamiento del consumidor
• Comercio electrónico