Digital marketing communication strategy as means to enhance digital branding: Estrategia de comunicación marketing digital como medio para mejorar el branding digital

Companies worldwide have faced a quite discouraging reality ever since the SARS-CoV-2 pandemics started.  In order for organizations to retrieve what they had accomplished hitherto and to build on their business once again, many of them have implemented digital strategies. This article analyzes the effect the digital marketing strategy on customer’s attitude toward brands providing e-services. 386 validated surveys were obtained analyzed through multiple linear regression. Results indicate that digital marketing has an impact on customer’s attitude toward brands