Impacto de las herramientas de promoción en venta online en la experiencia con la marca dirigida a los consumidores millennials en la ciudad de Cuenca

Abstract

Online sales promotion tools in recent years have become an important communication strategy for the growth of brands in digital media. That is why companies have chosen to adapt to new trends to create links with new online consumers. This article analyzes the impact of different online sales promotion tools on the brand experience, aimed at millennial consumers in the city of Cuenca, demonstrating the importance of promotional tools in digital media as a brand generator. Based on the group of millennials was possible to determine particular characteristics in the market segment study; that is to say, single people, focused on their higher education. This group is also reflected by its great connectivity on the internet, they look for clear benefits in online promotions; being Facebook and web pages the most used means. Through the investigation it was determined that 42.11% of the millennials from Cuenca participated in an online sales promotion because of the reputation of the brand, however, there are other factors that lead to participation with a sum of 57.89%. It ¬¬was found that the brand experience varies depending on the sales promotion tool used, reflected in characteristics such as: entertainment, satisfaction, interest and impression. Finally, quality is the variable of brand perception that is the most valued by millennials in all online promotional tools