Statistical validation of the Digital Marketing Strategic Index (DMSI) and development of the Composite Digital Performance Index (CDPI) in Colombian companies
DOI:
https://doi.org/10.24197/d4spf524Keywords:
Digital marketing index, digital strategies, instrument validation, content validity, digital marketingAbstract
This study validated the Strategic Digital Marketing Index (IEMD) applied to 132 Colombian companies. Based on its results, a new instrument was developed: the Composite Digital Performance Index (ICDD). This new index specifically measures business digital performance through variables such as web traffic, conversion rate, and engagement. The ICDD demonstrated high internal consistency (α = 0.813), a unidimensional structure (73.57% of explained variance), and excellent fit in the confirmatory factor analysis (CFI, TLI, NFI = 1.000). These findings support its validity as a reliable tool for assessing organizational digital performance.
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