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American Journal of  Financial 
Technology and Innovation (AJFTI)

Influence of  Digital Advertising on Sales Case: Water Home Express Canoa
Fernando Jose Hernandez Demera1,  Frank Angel Lemoine Quintero1*

Volume 3 Issue 1, Year 2025
ISSN: 2996-0975 (Online)

DOI: https://doi.org/10.54536/ajfti.v3i1.3940
https://journals.e-palli.com/home/index.php/ajfti

Article Information ABSTRACT

Received: October 25, 2024

Accepted: November 27, 2024

Published: March 04, 2025

This investigation focuses on the Influence of  digital advertising on sales, case: Water 
Home Express Canoa located in the province of  Manabí. The objective is to analyze the 
impact of  online advertising on the sales of  Water Home Express Canoa, a company 
specialized in the marketing of  bottled water in the parish of  Canoa. The research seeks 
to identify the digital advertising tactics used by the company and their effectiveness in 
sales growth. To do this, quantitative and qualitative methods were used, including surveys 
and interviews, on a population of  344 clients, from which a sample of  62 participants 
was selected. The results reflect that social networks are the main way of  discovery for the 
company, while digital advertising plays an important role in the purchase decision. Although 
a significant proportion of  respondents consider social media advertising effective, there is 
a considerable group that adopts a neutral stance (45.2%), suggesting that the effectiveness 
of  these strategies can still be improved. Additionally, some respondents show brand loyalty 
thanks to digital advertising. These findings indicate that, despite their positive impact, it 
is necessary to optimize digital campaigns to strengthen the connection with consumers 
and increase the effectiveness of  marketing strategies. The analysis concludes that digital 
advertising is essential to increase sales, but also highlights the importance of  understanding 
consumer preferences and perceptions to achieve more effective and attractive campaigns.

Keywords
Consumer Perception, Digital 
Advertising, Marketing Strategies, 
Sales, Surveys

1 Department of  Marketing, Bahía de Caráquez Extension, Eloy Alfaro Lay University of  Manabí, Ecuador
* Corresponding author’s e-mail: frank.lemoine@uleam.edu.ec

INTRODUCTION
Nowadays, digital advertising has become an essential 
tool for companies seeking to increase their visibility and 
maximize their sales. With the advancement of technology 
and the increasing use of the Internet, advertising 
strategies have evolved, allowing companies to reach 
their target audience more efficiently and effectively. 
This thesis focuses on analyzing the influence of digital 
advertising on sales, taking the company “Water Home 
Express Canoa” as a case study.
Water Home Express Canoa is a company dedicated to 
the marketing of products for the purification and supply 
of drinking water. In an increasingly competitive market, 
the company has chosen to implement digital advertising 
strategies with the aim of increasing its market share and 
improving its sales results. This study seeks to evaluate 
the impact of these strategies, identifying which have 
been most effective and how they have contributed to 
the company’s growth.
All companies seek to implement tools that allow them 
to promote their products and services, in order to 
attract the largest number of potential customers. Lopez, 
(2022) advertising is understood as a marketing strategy 
that involves the use of media to promote a product, a 
service and/or a brand, with the purpose of reaching the 
company’s target audience and motivating them to make 
purchases, which in turn contributes to customer loyalty 
through their purchases.
When we talk about “digital advertising, we are talking 
about social networks and digital media. That is, all types 
of advertising that are carried out using the Internet” 
(Tauro, 2023). Some examples of digital advertising may 

be ads in Marketplace, carrying out an E-mail Marketing 
campaign or developing a positioning strategy for our 
website.
Sales activity is essential both in companies and in 
independent professional life. According to Aranda 
(2017), “the importance of sales lies in the fact that 
business and professional success depends on the number 
of sales and how well they are made and the profitability 
produced, in order to maintain them over time”, since 
the sales made guarantee presence in the market and, 
therefore, the continuity of the jobs created.
However, Pacheco (2017) in his article mentions that 
digital advertising includes a large presence on social 
networks and on the web as such, therefore in our society 
it has come to have a greater impact and many companies 
have decided to implement a whole marketing strategy.
On the other hand, Carrillo & Castillo (2005) mention 
that New Digital Advertising (NPD) is the result, as 
we already said in, of the gradual metamorphosis that 
advertising has been undergoing from a scenario of 
inconsistency of formats and strategies to a situation of 
greater richness and value in terms of form and content. 
Advertising is a key tool within the promotion mix, as 
it focuses on influencing consumer purchasing behavior 
and perception through concrete and well-founded 
information, ideas and opinions, thus creating a sense of 
belonging. (Ramos et al., 2020)
According to Freire (2014), he argues that the Marketing 
Mix (also called Marketing Mix, Commercial Mix, 
Commercial Mix, the 4P’s, etc.) is the name given 
to the tools or variables that the marketing manager 
has to achieve the company’s objectives. The 4 P’s 



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refer to Product, Place, Price and Promotion. Simply 
selling products to customers is not enough to remain 
competitive in today’s market. It is essential to know the 
needs and desires of customers in order to adapt our 
products and ensure their satisfaction, which in turn can 
generate repeat orders.
The impact of online advertising on consumer behavior 
is profound and constantly evolving in the digital age. 
Online advertising has not only transformed the way 
businesses promote their products and services, but it has 
also shaped the way consumers interact with brands and 
make purchasing decisions (Palma et al., 2023).
Digital advertising not only increases a brand’s visibility, 
but also provides effective tools to boost sales through 
greater understanding and connection with the consumer. 
According to Alfaro et al. (2023):
Today, investment in digital advertising is capable of 
quantifying virtual communities of consumers, as well as 
allowing the construction of platforms and own content 
with viral potential and even mapping and tracking 
interactions from advertising sources to electronic billing. 
The case of “Water Home Express” exemplifies how 
investment in digital advertising can be a powerful tool 
to increase sales. By quantifying virtual communities, 
creating their own content, taking advantage of the 
potential for viralization and mapping interactions 
effectively, companies can optimize their marketing 
strategies and obtain significant results in their sales, as 
highlighted in Alfaro’s analysis.
Digital advertising has a significant impact on sales 
thanks to the strategies and tools that facilitate effective 
connections between companies and consumers. Herrera 
et al. (2011) suggest that one advantage is the ability to 
personalize and segment campaigns, which increases the 
relevance of advertising messages and, consequently, 
the sales conversion rate. Cordova (2022) argues that it 
is important to highlight that without advertising and 
without sales, the economic growth that we all desire is 
not promoted, both for the company, which needs to 
grow, and for the staff, who experience a decrease in their 
income. This affects both the company and the sales staff.
According to Bertone (2019), he mentions that sales “is a 
process that is a theoretical and practical study in which 
the advantages that organizations can access by managing 
their sales activities by processes are analyzed”.
It is important to clarify that BTL is the abbreviation 
for “Below The Line”. It refers to advertising aimed at 
specific groups of people. Without a doubt, it is the ideal 
advertising to seek conversions and direct responses, that 
is, for the consumer to choose us quickly due to direct 
contact with him.
During the sales process, it is essential that the seller 
accompanies the customer at each stage of their purchasing 
cycle, satisfying their constant needs by providing the 
right information at the right time (Johnston & Marshall, 
2009). It is crucial that the sales process perfectly matches 
the buyer’s acquisition process, both being mirror 
images.However, it is important to note that, although 

they are important, they would not be possible without 
the other marketing functions and activities that ensure 
customer loyalty and repeat purchases, which is crucial 
for generating profits (Orrego, 2021). Nowadays, modern 
organizations implement a complex communications 
system within their various marketing activities. Through 
its mix of communications - advertising, sales promotion 
and personal selling - the company manages to reach its 
target market, whether it be intermediaries, consumers, 
public opinion, among others.
It is crucial for companies to identify “what strategy 
or content they should use, clearly establishing the 
objectives, the channel to be used, such as social networks 
or websites, and selecting the most appropriate formats 
for the purpose of obtaining sales” (Torres et al., 2021). 
It is also worth considering that the way of “making 
sales has evolved greatly, one of the most effective 
means of marketing a product is the Internet; this type 
of transaction is called electronic sales” (Calderón et al., 
2020). The motivation to purchase arises when a need 
arises in the consumer, which generates a force to act on 
the organism, but this only happens when the motivation 
is extremely strong enough to lead the person to make 
the purchase.
Digital advertising can have a profound and positive 
impact on Water Home Express’ sales. By improving 
visibility, personalizing campaigns, optimizing in real 
time, encouraging engagement, taking advantage of 
viralization, and facilitating the purchase process, the 
company can experience significant growth in its sales. 
The key to maximizing the impact of digital advertising on 
business results is the ability to effectively and efficiently 
connect with consumers.
Online advertising has grown exponentially over the past 
few decades, becoming a fundamental component of 
many companies’ marketing strategy. In an increasingly 
digitalized world, online presence has become crucial 
for brands that want to connect with their audience and 
increase their market share.This work is expected to not 
only provide valuable knowledge for entrepreneurship, 
but also contribute in general to the influence of digital 
advertising on sales within the drinking water products 
sector.
To carry out this analysis, various research methods will 
be used, including analysis of sales data before and after 
the implementation of digital advertising campaigns, 
customer surveys, and interviews with Water Home 
Express Canoa’s marketing team. The results of this 
study will provide a clear insight into the effectiveness of 
digital advertising in the company’s specific context, also 
offering recommendations for future strategies.
Based on the above, this study aims to analyze the impact 
of online advertising on the sales of Water Home Express 
Canoa, a company specialized in the marketing of bottled 
water in the parish of Canoa.

Activities that will help achieve this objective include
1. Recognize the digital advertising tactics used by 



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Water Home Express Canoa to promote its products.
2. Analyze the effect of digital advertising on increasing 

the company’s sales.
3. Compare the results achieved through digital 

advertising with other marketing strategies used by Water 
Home Express Canoa.

Theoretical basis supporting the study: 
Digital Advertising
Interactive advertising between agents is not a new 
concept, as it has been present in direct marketing, as 
in the case of telephone marketing. Nor has it emerged 
exclusively with the arrival of the Internet or the 
digital age. However, the network and digital media 
have considerably expanded the opportunities for this 
relationship to be established, exponentially multiplying 
the interactions between advertisers and consumers, 
as well as between brands and audiences (Cuesta & 
Garcia, 2023). Interactivity represents both a challenge 
and a crucial, socially relevant opportunity and becomes 
an essential driver of change for advertising, being an 
indispensable aspect of its continuity.
Digital advertising “is presented on various platforms 
called digital media, defined as those through which 
information can be created, observed, transformed and 
stored on a wide variety of digital electronic devices” 
(Canales, 2020). Once the creative concept has been 
created, digital media is responsible for its dissemination 
across a wide variety of electronic devices. This is why 
digital advertising is the only one that strives to create an 
experience that involves those who use it.
Digital advertising is, according to Grandson (2016), “a 
large number of cases and, until now, a set of unconnected 
forms created on the Internet and in the first practices 
of digital TV”. It is a range of actions without a strategy 
to support them, offering, in addition, content that is 
not integrated, not to say “disintegrated”, in the digital 
environment or, in other words, almost added to the 
digital experiences that have been developed, such as web 
pages.

Return on Investment (ROI) in Digital Advertising
Calculating Social Media ROI, most companies start by 
measuring the cost of launching and engaging on a blog 
or social network and then calculating their return on that 
social media investment. According to Jimenez (2018):
These behaviours can then be considered (and measured) 
as consumer investments in companies’ social media 
communication efforts. This suggests that returns on 
social media investments would not always be measured 
in financial units, but also in consumer behaviours 
(consumer investments) depending on the type of social 
network. These investments include obvious measures 
such as the number of visits and time spent on the social 
network, as well as more active investments, such as 
the number of comments or the number of updates on 
Facebook and Twitter pages about the brand.
These investments can be used to measure a few key 

aspects, such as changes in awareness levels or increases 
in word of mouth over time. Return on investment (ROI) 
is a means of proving the contributions that social media 
generates. However, many benefits provided by social 
media are not easily measured in dollars and cents, so the 
return on investment in social media marketing should 
directly link the goal of your social media presence and 
the objectives of the organization (Garavito et al., 2021).

MATERIALS AND METHODS
The study was considered quantitative in nature, which 
facilitated the use of dynamic techniques to generate 
exhaustive criteria for the existing problem and reach 
solid decisions for the implementation of effective digital 
advertising. The focus of this topic is to analyze the impact 
of digital advertising on Water Home Express Canoa’s 
sales. The effect of digital advertising on the company’s 
sales strategies will be examined, as well as the impact 
of these strategies on its results. Customer perception of 
the company’s digital advertising and its influence on the 
purchasing process will also be investigated.
The exploratory study analyses the positioning of the 
Water Home Express Canoa brand in San Vicente, 
evaluating consumer perception and the effectiveness of 
advertising strategies on digital platforms such as social 
networks and emails. The analytical method accounts 
for the object of study of the research group that in this 
work deals, with rigorous documentary research, with 
the very method that guides its work. This method, used 
particularly in the social and human sciences Lopera et al. 
(2010) alleges that and the explanatory analytical method 
allows us to evaluate the impact of online advertising 
on Water Home Express Canoa’s sales. The advertising 
strategy, digital channels, message, creativity, as well as 
the reach and segmentation of the target audience must 
be analysed to understand their effectiveness.
The study population was taken from 344 clients, where 
they are included (60 potential clients and 284 users in 
their social networks), thus obtaining a sample to be 
surveyed of 62 individuals. For this purpose, a simple 
non-probabilistic random sampling was applied, selecting 
the Water Home Express Canoa clients who visited the 
company during a specific period (March) and who were 
willing to participate in the survey.
In order to collect data for Water Home Express Canoa, 
surveys will be used primarily, targeting participants 
selected in the sample. These surveys will seek to gather 
information on the relevance of the content, brand 
perception and its influence on purchasing decisions, with 
the aim of improving the understanding of the impact of 
digital advertising on the local positioning of the brand.
SPSS version 26 will be used to validate the questionnaire 
and assess its reliability using Cronbach’s alpha coefficient. 
Exploratory factor analyses will be performed to identify 
the structure of the questionnaire and it is recommended 
to review descriptive statistics and test-retest reliability 
tests to ensure the stability of the responses.



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RESULTS AND DISCUSSION
The reliability of the instrument was established at 
0.846. When reviewing the authors’ literature, it can be 
observed that they all agree that this value indicates that 
the instrument is acceptable. However, after carrying out 
an analysis study of the scale’s elements and eliminating 
one of the scales, it was observed that Cronbach’s alpha 
increased. Subsequently, by eliminating the questions 
with the highest values, the following result was obtained.

Table 1: Reliability statistics
Cronbach's alpha Cronbach’s

alpha based 
on the typified 
elements

N of elements

.856 .846 13

The table presented illustrates the value of Cronbach’s 
Alpha, which is a metric used to analyze the internal 
consistency of a set of items, in this case, a questionnaire 
composed of 13 elements. The value obtained of 0.856 
suggests high reliability, which implies that the items 
are strongly correlated and consistently assess the same 
construct or characteristic, offering reliable results. In 
addition, the Cronbach’s Alpha calculated from the 
standardized elements is 0.846, which supports the 
stability of the measure even after the standardization 
of the items. A Cronbach’s Alpha value exceeding 0.8 
is considered good internal consistency, indicating that 
the questionnaire is appropriate for its application, given 
that the selected items contribute significantly to the 
evaluation of the concept that is sought to be measured.
Below, the results corresponding to the frequency of 
consumption of bottled water will be shown in order to 

Table 2: Frequency of bottled water consumption

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Diary 31 50.0 50.0
Valid Weekly 22 35.5 85.5

Monthly 9 14.5 100.0
Total 62 100.0

The table presents bottled water consumption patterns 
in three frequency categories: daily, weekly and monthly. 
50% of respondents indicate that they consume bottled 
water daily, suggesting a considerable dependence on 
this product to meet their hydration needs. This trend 
could be linked to the perception of the quality of tap 
water or the convenience of opting for bottled water. 
In contrast, 35.5% of respondents indicate that they use 
bottled water weekly, indicating moderate consumption, 
possibly supplemented with other water sources. Finally, 
only 14.5% of respondents consume it monthly, revealing 
that there is a small group of consumers who use it 
occasionally, perhaps in specific circumstances.
This study shows that half of the population considers 
bottled water as their main source of hydration, which 
could be a result of the lack of access to safe drinking water 
or the convenience that this product offers. Below are the 
results corresponding to the means by which customers 
first learned about the company. “Water Home Express 
Canoe”, whose results are shown in Table 3.

Table 3: “Water Home Express Canoa” Knowledge Medium
               Parameters Frequency Percentage Valid percentage Cumulative percentage
Valid Social networks (Facebook, 

Instagram, etc.)
24 38.7 38.7 38.7

Internet Search (Google) 4 6.5 6.5 45.2
Recommendation from 
friends or family

20 32.3 32.3 77.4

Traditional advertising 
(Radio, TV, flyers, etc.)

12 19.4 19.4 96.8

Digital advertisement 2 3.2 3.2 100.0
Total 62 100.0 100.0

The table illustrates how customers first became aware of 
“Water Home Express Canoa”, highlighting the relevance 
of social media as the main avenue of discovery, with 
38.7% of mentions. This data highlights the effectiveness 
of digital platforms such as Facebook and Instagram 
in attracting new consumers. Recommendations from 
friends and family come in second place, with 32.3%, 
indicating the importance of word of mouth in building 
trust and the company’s reputation.

On the other hand, traditional advertising, which 
includes radio, television and flyers, remains a relevant 
method, reaching 19.4% of respondents. However, 
digital ads, such as Google Ads, are seen to have a limited 
impact, representing only 3.2%, while direct internet 
searches reach 6.5%. This suggests a possible area for 
improvement in the digital advertising strategy, which 
could be optimized to increase the company’s visibility 
online.

observe the level of consumption, the results of which are 
shown in Table 2.



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Among other reasons, the table shows a clear inclination 
towards the use of social media as a fundamental 
marketing tool, while traditional methods and personal 
recommendations continue to play a significant role. The 
company could concentrate on strengthening its digital 
presence through advertisements and search engine 

optimization to improve its reach.
The results of a survey on the perception of advertising 
on social networks will be shown, specifically in relation 
to its informative nature, the results of which are shown 
in Table 4.

Table 4: Advertising on social media is informative
               Parameters Frequency Percentage Valid percentage Cumulative percentage
Valid Totally disagree 4 6.5 6.6 6.6

Disagree 2 3.2 3.3 9.8
Neutral 11 17.7 18.0 27.9
OK 29 46.8 47.5 75.4
Totally agree 15 24.2 24.6 100.0

Lost Total 61 98.4 100.0
System 1 1.6

Total 62 100.0

Table 7: Attractiveness
               Parameters Frequency Percentage Valid percentage Cumulative percentage
Valid Totally disagree 2 3.2 3.4 3.4

Disagree 2 3.2 3.4 6.8
Neutral 12 19.4 20.3 27.1
OK 25 40.3 42.4 69.5
Totally agree 18 29.0 30.5 100.0

Lost Total 59 95.2 100.0
System 3 4.8

Total 62 100.0

The table presents various opinions on the perception of 
advertising on social networks in terms of its informative 
nature. The data reveal that a portion of respondents 
do not agree with the idea that advertising on these 
platforms performs an effective informative function. In 
particular, a small group stands out that strongly rejects 
this notion, suggesting an acknowledgement that, in many 
cases, advertising tends to focus more on encouraging 
consumption than on offering truthful and objective 
information.
On the other hand, a considerable number of responses 
are neutral, which can be interpreted in various ways. 
This neutrality could reflect a lack of a clear or definitive 
opinion on the matter, which invites us to reflect on the 
effectiveness of current advertising strategies in capturing 
users’ attention and establishing a genuine dialogue with 
them.
The low proportion of those who support the statement 
indicates a lack of confidence in the ability of social media 
to play a strong informational role. This may present a 

challenge for brands that use these platforms as their 
main communication channel, as they may need to re-
evaluate their approaches to ensure that the advertising 
they generate not only captures attention, but also fulfills 
the objective of effectively informing and educating users.
We understand that the negative perception and neutral 
stance of those surveyed show an urgent need in the 
advertising field to investigate methods that go beyond 
simply attracting attention and that actually seek to 
inform and provide value to consumers. This raises 
important questions about the ethics of advertising on 
social networks and the responsibility of brands in the 
way they communicate their message.
Another question that generated significant results for 
the present study was the analysis of perceptions on a 
specific topic, highlighting the different positions of the 
respondents. It is important to highlight the relevance of 
this data for decision-making, as well as for the design of 
future actions or research, the results of which are shown 
in Table 7.

Analyzing the data related to the perception of the 
characteristic “Attractiveness”, it can be observed that 
a considerable proportion of respondents are in favor 

of this notion. A closer look indicates that, although a 
small percentage are in disagreement or are neutral, the 
majority of participants are in favor or totally in favor of 



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the statement that something is “Attractive”.
The existence of individuals in the neutral category 
suggests that there is a group that is not completely 
convinced, which could point to the need to further 
investigate the reasons behind this lack of a clear opinion. 
However, what is most relevant is that the majority of 
respondents show a positive tendency towards the 
concept of “Attractive”. This could imply that the 
characteristics or measures evaluated have managed to 
effectively capture the attention and interest of the public.
Furthermore, this trend suggests that favourable 
perceptions about “Attractiveness” may positively 
impact future decisions related to this topic, fostering 
an environment in which this characteristic is valued 

and sought after. It is critical, however, to consider 
the opinions of those who disagree or are neutral, 
as understanding their perspectives could lead to 
adjustments or improvements that further increase 
perceived attractiveness in the future. In conclusion, 
while the overall response is positive, the variety of 
opinions highlights the importance of digging deeper into 
the overall experience to achieve more universal appeal.
Another dimension of perception is the credibility of a 
given topic or source of information. The lack of absolute 
consensus suggests that this topic is complex and may 
be influenced by various variables, such as personal 
experiences or specific contexts, which can be observed 
in the results shown in Table 8.

Table 8: Credibility
               Parameters Frequency Percentage Valid percentage Cumulative percentage
Valid Totally disagree 2 3.2 3.3 3.3

Disagree 2 3.2 3.3 6.6
Neutral 19 30.6 31.1 37.7
OK 22 35.5 36.1 73.8
Totally agree 16 25.8 26.2 100.0

Lost Total 61 98.4 100.0
System 1 1.6

Total 62 100.0

Table 9: Relevance
               Parameters Frequency Percentage Valid percentage Cumulative percentage
Valid Totally disagree 3 4.8 4.9 4.9

Disagree 3 4.8 4.9 9.8
Neutral 15 24.2 24.6 34.4
OK 25 40.3 41.0 75.4
Totally agree 15 24.2 24.6 100.0

Lost Total 61 98.4 100.0
System 1 1.6

Total 62 100.0

When analyzing the data presented, there is considerable 
diversity in the opinions of the respondents regarding the 
credibility of the topic in question, although the majority 
does not express a position of absolute disagreement. 
The number of people who position themselves in a 
neutral manner suggests a lack of conviction or indecision 
on the matter, which could indicate that the information 
provided was not sufficiently persuasive or that they are 
simply not familiar with the topic discussed.
On the other hand, it is noteworthy that a significant 
portion of respondents are in favour of the claim, which 
highlights a positive trend towards the perception of 
credibility. This can be interpreted as an encouraging 
indication, suggesting that there is a considerable number 
of individuals who trust the information presented, which 
could reflect a good level of acceptance of the messages 
or evidence presented. The low representation of those 
who oppose it seems to indicate that, at least from the 

perspective of the majority, there is no strong resistance 
or scepticism towards the credibility of the issue. This 
aspect is relevant, since the lack of dissenting voices 
could suggest that the message has managed to resonate 
favourably with the majority of respondents.
Objectively, we deduce that, although a variety of 
opinions are perceived, the general trend indicates 
moderate acceptance and notable neutrality, evidencing 
both the need for a clearer educational approach on the 
subject and the opportunity to strengthen the areas that 
have managed to persuade respondents effectively.
Finally, the relevance dimension provides a detailed view 
of respondents’ opinions regarding a specific statement 
related to the topic of interest. This context is relevant to 
analyze not only the general acceptance of the topic, but 
also to understand the divisions in the perspectives of the 
participants, which can be observed in the results shown 
in Table 9.



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When examining the data presented, a variety of 
opinions are evident, which demonstrates the diversity of 
perspectives on the issue in question. The segmentation 
of the responses indicates that, although there is a 
considerable number of participants who are between 
indifference and agreement, there is a general tendency 
towards acceptance of the statement evaluated.
First of all, it is important to note that a portion of 
the group expressed disagreement with the opinion 
presented, although their representation is relatively low. 
This could suggest that, despite some reservations, these 
are not predominant in the discussion. On the contrary, 
there is a significant group that expresses itself in favour 
of the statement, which could indicate that the majority 
of participants have a positive or favourable perception 
regarding the subject.
Furthermore, the fact that a considerable proportion of 
respondents declared themselves neutral may indicate a 
lack of information or ambivalence on the issue, which 
is a relevant aspect to consider. This neutrality can be 
interpreted as an invitation to further analysis: some 
participants may not feel sufficiently informed to take 

a clear position or the statement in question may not 
resonate directly with them.
It was observed that, considering both favourable and 
neutral opinions, it can be argued that there is ample 
room for dialogue and reflection on the issue. The 
majority seems to be in agreement, suggesting that, with 
adequate communication and discussion, it is feasible to 
move towards greater cohesion in opinions. However, 
it is also essential to pay attention to dissenting voices 
and those who remain indifferent, since their perspective 
could enrich a more comprehensive understanding of the 
issue.
Therefore, the question related to digital platforms 
helped us generate solid criteria for the problem under 
study. An argumentative analysis will be presented on 
how digital advertising has impacted consumers’ decision 
when choosing the “Water Home Express Canoa” water 
service. This analysis will reflect on the factors that could 
be contributing to these perceptions and how digital 
advertising can be a powerful tool, but also subject to 
personal interpretations or previous experiences, which 
can be observed in the results shown in Table 10.

Table 10: Digital advertising and its influence on the decision to buy water from “Water Home Express Canoa”
               Parameters Frequency Percentage Valid percentage Cumulative percentage
Valid Totally disagree 2 3.2 3.2 3.3

Disagree 1 1.6 4.8 6.6
Neutral 9 14.5 19.4 37.7
OK 28 45.2 64.5 73.8
Totally agree 22 35.5 100.0 100.0

Total 62 100.0

The impact of digital advertising on the choice of specific 
products, such as “Water Home Express Canoa” water, 
is an issue that requires in-depth analysis. According to 
the data collected, it is observed that a considerable part 
of respondents are not completely convinced that digital 
advertising was a determining factor in their decision to 
purchase this product.
On the one hand, those who expressed an unfavourable 
opinion about the effectiveness of digital advertising 
suggest a disconnect between advertising messages 
and the values or needs they consider when making 
a purchase. This perception could be influenced by 
various factors, such as information overload in the 
digital environment, which can lead to desensitization to 
advertising. In addition, not all consumers react in the 
same way to advertising; some may trust more in personal 
recommendations, opinions of friends or even previous 
experiences with the brand.
At the same time, a notable group of respondents took 
a neutral stance, suggesting that although they have 
been exposed to digital advertising, they have not been 
strongly convinced by it. This ambivalence could reflect 
a lack of clarity in advertising messages or a perception 
that the product is not distinguishable from similar ones 

on the market.
In this context, the need to re-evaluate and adapt the 
marketing strategies of “Water Home Express Canoa” 
with a focus on sales becomes evident. The key lies in 
developing advertising campaigns that not only capture 
the consumer’s attention, but also establish an authentic 
and lasting connection. This could involve the use of more 
personalized content, customer testimonials, or narratives 
that highlight the unique benefits of the product.
We generalize in an interpretive way that, although 
digital advertising has considerable potential to influence 
purchasing decisions, in the case of “Water Home 
Express Canoa”, its effectiveness seems to be limited, so 
assistance will continue to be provided by the department 
of links with society belonging to the Bahía Extension of 
the Universidad Laica Eloy Alfaro de Manabí.

Discussion
According to Torres et al. (2021) digital advertising has 
a significant impact on Water Home Express Canoa’s 
sales, underlining the relevance of digital marketing in 
the current context. This approach is designed to support 
marketing strategies in order to achieve profitability 
and customer loyalty through digital technologies. By 



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establishing integrated communication and offering 
online services that fit consumer needs, the company 
not only increases its visibility, but also strengthens 
relationships with its customers, aligning with the goal of 
maximizing business impact in the digital age.
According to Aliaga (2017) highlights the relevance of 
digital advertising, which gives the company the ability 
to analyze the performance of its ads in real time and 
adjust its strategies accordingly. By having the option to 
deactivate campaigns that are not working properly and 
boost those that are performing better, Water Home 
Express can focus its efforts more efficiently towards its 
target audience. Therefore, tools such as the “Facebook 
pixel” facilitate a thorough analysis of user interaction, 
which can help further consolidate brand loyalty 
(Zambrano et al., 2022).
For Leon and Vivanco (2022), this implies that, although 
advertising on social networks has a positive effect, 
there is still room for improvement in its effectiveness. 
Online sales, through digital platforms, give consumers 
the opportunity to obtain comprehensive information 
on available products, which facilitates virtual shopping. 
Therefore, by improving communication on social 
networks, Water Home Express has the possibility of 
transforming interest into more solid purchasing decisions 
and increasing its market share. Pairing this quote with the 
results analysed in the table on the influence of advertising 
on social networks on the purchasing decisions of Water 
Home Express Canoa products indicates that, although 
(33.9%) of respondents agree and (27.4%) totally agree, 
(32.3%) are neutral (Carvajal et al., 2021).
Digital advertising tactics for Water Home Express Canoa 
seem to be in tune with the contemporary trend towards 
interactivity, a crucial aspect to attract consumer attention. 
For Zaragoza and Castellón (2010), they mention that 
forBy motivating users to search for information and 
entertainment autonomously, the brand manages to 
establish a more robust and participatory connection. The 
implementation of a microsite could be a very favourable 
option, since it offers greater possibilities for creativity 
and personalization in interactive campaigns, thus 
promoting a more immersive experience that strengthens 
customer loyalty and encourages them to actively interact 
with advertising content (Lemoine-Quintero et al., 2023).

CONCLUSION
Digital advertising has established itself as a fundamental 
tool in the contemporary business environment, 
particularly for companies such as Water Home Express 
Canoa, which seek to increase visibility and optimize sales 
in a highly competitive market. This thesis demonstrates 
that the adoption of digital advertising strategies is 
essential to establish an effective connection with the 
target audience, which not only facilitates the acquisition 
of new customers but also promotes loyalty.
Furthermore, the research has revealed an area of 
opportunity for strengthening digital marketing strategies, 
particularly in aspects such as clear communication and 

the provision of informative content that educates the 
consumer about the products. Despite the positive results 
in the perception of digital advertising, a considerable 
percentage of respondents are neutral or dissatisfied 
with the information provided. Therefore, the company 
must consider creating more attractive and well-founded 
campaigns that facilitate greater interaction and trust on 
the part of the customer, thus ensuring that the advertising 
message not only informs, but also persuades effectively.
Although Water Home Express Canoa has seen a positive 
impact from digital advertising on its sales, there are still 
opportunities for improvement in the effectiveness of 
these strategies, especially in the area of social media. 
Through detailed analysis of interactions and the 
implementation of more dynamic and interactive tactics, 
such as personalized microsites, the company could 
increase its market share and strengthen customer loyalty. 

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