Digital Communication and Its Influence on Consumer Habits During Health Emergencies

Abstract

Virtual Social Networks, such as Facebook, text messages, and instant messaging, have produced a great flow of real-time data like never seen before. This has turned multitasking into an information management strategy (Campos, 2018, p. 5). Currently, social networks have become a massive economic medium and generated many expectations due to the growth potential they offer. The sample of this study was made up of 213 marketing students of the Polytechnic School of Chimborazo – 110 female and 103 male students from the Coast, Sierra, and Amazon regions. Results show that digital communication informs and influences the decision of a consumer to purchase goods and services.

Keywords

• digital marketing, consumers, services, social networks.