Leadership, Innovation, and Profitability as Key Strategies to Enhance Digital Marketing: The Real Estate Sector in Ecuador
DOI:
https://doi.org/10.18050/rev.espergesia.v12i2.3985Keywords:
Transformational leadership, digital marketing, technological innovation, real estateAbstract
This study employed a mixed-methods sequential explanatory design. Quantitative data were collected through surveys (n = 45), while qualitative data were obtained via semi-structured interviews, analyzed through inferential statistics and inductive content analysis. Quantitative findings revealed significant associations between leadership and profitability (ρ = .35, p = .019), as well as between digital marketing and economic performance (rs = .45, p = .002). Leadership demonstrated consistent effects in quantile regression, with β = 1.00 (p < .001) at the 25th quantile and β = 0.667 (p < .05) at the 50th quantile. In contrast, technological innovation did not show statistical significance (β = –0.03, p = .581), although its effect was marginal in the lower ranges of profitability. From the qualitative perspective, participants described a context of digital transition, where inspirational leadership fosters the use of platforms. The study concludes that limitations in training and automation remain.
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Copyright (c) 2024 Kevin Orlando Iza Ortega, Kassery Nicole Arias Benavides, Carlos Joel Viteri Escobar, Martha Jaroslava Guerrero Carrasco, Carlos Bolívar Sarmiento Chugcho
This work is licensed under a Creative Commons Attribution 4.0 International License.
