<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2708-0412</journal-id>
<journal-title><![CDATA[Revista científica en ciencias sociales]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. cient. cienc. soc.]]></abbrev-journal-title>
<issn>2708-0412</issn>
<publisher>
<publisher-name><![CDATA[Universidad del Pacífico]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2708-04122025000100108</article-id>
<article-id pub-id-type="doi">10.53732/rccsociales/e701108</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Marketing digital y Posicionamiento de Marca en una empresa de transporte, Chiclayo-Perú]]></article-title>
<article-title xml:lang="en"><![CDATA[Digital marketing and brand positioning in a transportation company, Chiclayo-Peru]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Díaz Pérez]]></surname>
<given-names><![CDATA[Luis Aldo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sánchez Ramírez]]></surname>
<given-names><![CDATA[Azucena del Pilar]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Chávez Rivas]]></surname>
<given-names><![CDATA[Patricia Ivonne]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Cesar Vallejo Facultad de Ciencias Empresariales ]]></institution>
<addr-line><![CDATA[Chiclayo ]]></addr-line>
<country>Peru</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2025</year>
</pub-date>
<volume>7</volume>
<fpage>108</fpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_arttext&amp;pid=S2708-04122025000100108&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_abstract&amp;pid=S2708-04122025000100108&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_pdf&amp;pid=S2708-04122025000100108&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN La presente investigación determina la relación entre el Marketing Digital (MD) y el Posicionamiento de Marca (PM) en una empresa de transporte, Chiclayo-Perú. El estudio adoptó un enfoque, corte transversal y descriptivo-correlacional. Se utilizó una muestra censal encuestando a 70 pajeros en el 2024. Los criterios de inclusión fueron hombres y mujeres que oscilan entre los 18 a 60 años y que han utilizado el servicio de taxis en los últimos tres meses. Se utilizó un cuestionario compuesto por 2 variables y 24 ítems (Marketing digital [12] y Posicionamiento de Marca [12]. La confiabilidad se evaluó con el coeficiente Alfa de Cronbach para la MD (0.71) y PM (0.61). Se empleó el SPSS v25, las pruebas de normalidad de Shapiro-Wilk y de correlación de Pearson o Spearman. Los resultados revelaron una correlación positiva significativa entre el MD y el PM, con un coeficiente de correlación de Pearson de 0.88. Este hallazgo indica que las tácticas de marketing digital efectivas están directamente relacionadas con la mejora en la percepción de la marca en el mercado. En conclusión, se subraya la influencia de implementar estrategias de marketing digital innovadoras y personalizadas para fortalecer el posicionamiento de marca.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT This research determines the relationship between Digital Marketing (MD) and Brand Positioning (PM) in a transportation company, Chiclayo-Peru. The study adopted a cross-sectional and descriptive-correlational approach. A census sample was used, surveying 70 passengers in 2024. The inclusion criteria were men and women ranging from 18 to 60 years old and who have used the taxi service in the last three months. A questionnaire was used consisting of 2 variables and 24 items (Digital Marketing [12] and Brand Positioning [12]. Reliability was evaluated with Cronbach's Alpha coefficient for MD (0.71) and PM (0.61). SPSS v25, Shapiro-Wilk normality tests and Pearson or Spearman correlation. The results revealed a significant positive correlation between the MD and the PM, with a Pearson correlation coefficient of 0.88. Effective digital marketing is directly related to improving the perception of the brand in the market. In conclusion, the influence of implementing innovative and personalized digital marketing strategies to strengthen brand positioning is highlighted.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Marketing]]></kwd>
<kwd lng="es"><![CDATA[imagen de la marca]]></kwd>
<kwd lng="es"><![CDATA[transporte]]></kwd>
<kwd lng="es"><![CDATA[innovación]]></kwd>
<kwd lng="es"><![CDATA[mercado]]></kwd>
<kwd lng="es"><![CDATA[Perú]]></kwd>
<kwd lng="en"><![CDATA[Marketing]]></kwd>
<kwd lng="en"><![CDATA[branding]]></kwd>
<kwd lng="en"><![CDATA[transport]]></kwd>
<kwd lng="en"><![CDATA[innovation]]></kwd>
<kwd lng="en"><![CDATA[markets]]></kwd>
<kwd lng="en"><![CDATA[Peru]]></kwd>
</kwd-group>
</article-meta>
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