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Conference Agenda

Overview and details of the sessions of this conference. Please select a date or location to show only sessions at that day or location. Please select a single session for detailed view (with abstracts and downloads if available).

Please note that all times are shown in the time zone of the conference. The current conference time is: 24th Aug 2026, 05:32:42am America, Santiago

Daily Overview

Session

33A: Technology Management
Virtual location: VIRTUAL: Agora Meetings

Presentation 2

11:48am - 11:56am

Evaluation of Digital Marketing among Diners of a Peruvian Restaurant

WALTER JESUS ACHARTE CHAMPI¹, Giorgio Alexander Aquije Cardenas², Victor Oscar Moyano Musto³, Herbert Christian Córdova Solís⁴, SAHAMIRA TITO PACHAS⁵, Yady Espinoza Alarcon⁶, Anita Futini Guevara Carrillo⁷

1: UNIVERSIDAD AUTONOMA DE ICA, Perú; 2: UNIVERSIDAD AUTONOMA DE ICA, Perú; 3: Universidad Nacional San Luis Gonzaga de Ica; 4: Universidad Nacional de Cañete; 5: UNIVERSIDAD AUTONOMA DE ICA, Perú; 6: UNIVERSIDAD AUTONOMA DE ICA, Perú; 7: UNIVERSIDAD AUTONOMA DE ICA, Perú

Currently, digital marketing plays a fundamental role in the visibility and competitiveness of gastronomic businesses, within a context marked by the increasing digitalization of consumption habits. This transformation has driven restaurants and related establishments to implement digital strategies aimed at attracting and retaining customers. The objective of the present study was to analyze the level of digital marketing through a quantitative approach, basic in nature, using a non-experimental, cross-sectional, and analytical design. For data collection, an 11-item questionnaire was administered to a sample of 60 customers, assessing the dimensions of flow, functionality, feedback, and loyalty. The results showed that 85.0% of respondents perceived digital marketing at a medium level. Regarding the specific dimensions, flow reached a 73.3% medium perception, functionality 78.3% (medium level), feedback 53.3% (low level), and loyalty 71.3% (high level). Overall, the findings highlight the need to strengthen customer interaction through the development of more proactive digital communication strategies and the use of attractive online promotions, in order to increase customer satisfaction and retention.