RESEARCH ON DIGITAL MARKETING IN ECUADORIAN UNIVERSITIES

Digital Marketing is a new business trend that develops in the network, currently the conception is acquired that if a brand is not in the global network does not exist in the market, from these ideas, different specialties are born in these areas such as Social Media Manager and Community Manager, which act in conjunction with the various social networks, in order to attract the attention of customers. The general objective of this research was to conduct an analysis of research work on digital marketing conducted in Ecuadorian universities, the specific objectives were: to support theoretically the concepts of digital marketing, make a diagnosis of the current situation of fifty-six universities in Ecuador in terms of research work on digital marketing, to publicize the results obtained after the diagnosis made, a non-random purposive sampling was used, which consisted of selecting only the eighteen universities that have research work on digital marketing, the methods used were: inductive-deductive, historical-logical and hermeneutic. It was evidenced that most of the research works were elaborated in private universities of the Sierra Region.