certain purposes (transportation, transit, commerce, recreation) and the interaction that people have with these

In this setting, lockdown and social distancing rules resulting from the SARS CoV-2 pandemic have severely

impacted "ordinary" enterprises and space use; yet, this has resulted in the speeding and development of

multichannel retailing, as well as a greater integrating role for physical stores. (Nanda et al., 2021; Hoesli & Malle,

2021; LaSalle, 2020). According to Auge (2012), technology improvements are linked to communication and

social interaction, and as a result, people's perceptions of place and time are becoming increasingly relativized.

favorable opinion of these e-processes, contrary to what consumers previously assumed (Pokrovskaia,

Leontyeva, Ababkova, Cappelli, & D’Ascenzo, 2021).

and information systems engineering future globalized and digitalized organizations will develop the forming,

redirecting, and re-engineering of value formation relationships within or among enterprises, and also between

enterprises and groups. This electronic communication consists of the electronic transmission of information and

reflects and influences consumers’ attitude toward brands, that is, perceptions, attitudes, behaviors, and

shopping journeys (Grewal, Herhausen, Ludwig, & Ordenes, 2021). Therefore, organizations must keep in mind

that communication, branding, and digital marketing activities have strong implications for buyers' attitudes and

behaviors, as a consequence, understanding and creating a digital strategy that includes, among other things,

these elements should be listed ad a priority (Conlin 2019).

Taking advantage of the vast evolution, digital communication data would prove enormously beneficial for

retailers, manufacturers, and service firms (De Luca et al., 2020, Dekimpe, 2020). Authors such as Grewal,

Herhausen, Ludwig, & Ordenes (2021), state that for a number of reasons, digital communication generates

extremely rich and useful data:

insights at a higher degree of depth and scale.

marketers to build a new and more comprehensive digital communication plan that will raise customer

awareness (Stephen, Inbaraj, S. P. & T., 2021), arouses consumers’ desire for a brand (Kim & Ko, 2012), and

cultivates an engaged brand community (Lim & Kumar, 2019).

proposition (Avalos, 2013).

Branding consists of creating value through different means, which leads to customer experiences that cause

repeat purchase (Foroudi, 2019). Chaudhari and Holbrook (2001) had previously stated that customers' attitudes

regarding a brand have a favorable impact on their ability to form a long-term relationship, Hegner, Fenko &

Teravest (2017) complemented this with their results by demonstrating that attitudes have a significant effect

on brand love for customers with both low and high involvement products.

Digitally, media managers are in charge of managing customer experiences and orienting dialogue towards

consumers on digital platforms, whether they are controlled by a firm or not. In order to gauge the orientation

toward conversation and the quality of contacts between enterprises and their customers, digital marketing

enhancing company performance. According to INEGI (2019), there are 80.6 million Internet users in Mexico,

accounting for 70.1 percent of the population aged six and up. There are 86.5 million users of mobile phones,

and 20.1 million homes have Internet access. Similarly, the most popular devices for connecting to the internet

are smartphones with 95% of internet users.

in Mexico, of which 39% had computer equipment for their daily activities. Likewise, 41.2% admitted having used

the internet for their work activities in some way. This numbers translate into 1,625,606 companies that use

computer equipment and 1,717,957 companies that use the Internet for their work activities, all of these being

possible beneficiaries of the product of this research. These figures are presented in table 1.

aided the conversion of many procedures to e-processes and revealed a favorable opinion of these e-processes,

contrary to what consumers previously assumed.

With regards to the three dimensions Digital Marketing Communication scale had, results indicate that H2, H3

and H4 can be accepted as all of them proved to be positive and significant. First off, H2 can be accepted as the

informative dimension results were β=0.860 with a p < 0.05, therefore results prove to have an impact on the

Wolfinbarger (1998) and Fombrun (1996) who found that company’s communications are mainly used to share

information about the products or services and it all adds up to a better company reputation, therefore becoming

In relation to H3, the results of the entertaining dimension were also positive and significant (β=0.601, p< 0.05),

it was not the preponderant dimension, but it is still a significant and determining one. These results are similar

to those presented by Cheng, Blankson, Wang, & Chen (2009), the only difference is in this study the

Finally, H4 can also be accepted as results for the third dimension, annoyance, were positive and significant as

a company have an identified necessity. Consequently, they can tolerate more before labeling something as

annoying. Results are similar with those in Cheng et al (2009) who state that the dimensions in this scale do

The predictive equation that allows estimating the customers’ attitude toward brand in the city of Aguascalientes

These results are quite relevant for organizations which are currently using any digital platforms or those

planning on starting to use them. The research indicates that people prefer “informative” communication efforts

rather than “entertaining” ones. On the other hand, there’s evidence this communication has a little impact on

how annoyed people may feel (β=0.194). As a conclusion managers and organizations must make sure any

These findings allow defining that digital communication explain roughly 40% of the attitude customers have

regarding brands. These variations are mainly because of how rich, information-wise, messages are. It is

important to stress that communications efforts must prioritize information over entertainment, as it was

evident that people look for information mainly rather than any other thing. Finally, if these efforts are

informative and entertaining, the feeling of annoyance can be lessened.

The most important limitation within this research is the fact that only people who had been in contact with

brands were surveyed. This allows to identify what potential customers are looking for but does not provide any

any exchange with the brands, or maybe just with the ones offering similar services or products. In addition,

It is important to continue to replicate this kind of research as most companies are using or beginning to use

digital platforms. These companies need such information in order for them to make the most out of them. Form

a customer’s perspective, the information provided in this research allows them to get exactly what they need

or are looking for, avoiding wasting time or feeling overwhelmed with information they do not need.

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