The impact of social commerce on the expansion of the online beauty products market in the city of Ambato.
DOI:
https://doi.org/10.62452/t37w0h65Keywords:
Social media, influence, marketing, expansion, consumerAbstract
This study investigates the impact of social commerce on the expansion of the online beauty products market in Ecuador, with a focus on the city of Ambato. The objective is to analyze how social commerce through digital platforms influences consumers' purchasing decisions for beauty products. The methodology used was mixed, combining quantitative and qualitative approaches through surveys, document review, and direct observation of online consumer purchasing behavior. The results indicate that social commerce, especially through influencers and social networks such as Instagram and TikTok, has generated a significant increase in interest and purchases of beauty products. Its effectiveness in building trust and improving the relationship between brands and consumers is noteworthy. Some consumers still show distrust toward the authenticity of products on digital platforms. In conclusion, social commerce has a positive impact on the expansion of the beauty products market, but digital marketing strategies need to be adapted to maximize its effectiveness.
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