Social media in retail: an application in the baby clothing sector

Alejandra Cadmiel Rafael-Baltazar, Jorge Rodrigo Menacho-Ortega, Franklin Cordova-Buiza, Catalina Vega, Wilver Auccahuasi

Producción científica: Libro o Capítulo del libro Contribución a la conferenciarevisión exhaustiva

Resumen

Retailers are currently being influenced by digital platforms, leading companies at a global level to stagger in each of their commercial activities. The objective of this research is to identify which social media strategies are suitable for a baby clothing retail company. The methodology used in this research is descriptive with a mixed approach in order to collect information through qualitative and quantitative methods. For which a survey was carried out with 10 questions on a Likert scale, through Google Forms to clients. Likewise, an interview was carried out that helped to know the strategies applied by the company, with 9 open questions. Resulting from the quantitative point of view, there is 48% acceptance of the content disclosed on digital platforms and 46.6% of those surveyed find it pleasant to recommend the brand to acquaintances or relatives. From the quantitative point of view, assertive communication is identified responding to concerns such as presenting products on digital platforms without neglecting the level of attention both internally and externally as a strategy of convincing and continuous improvement, all this supported by the community manager. It is concluded that the company has an excellent synergy with its clients influenced by its content in the networks and the adequate attention in Online sales.

Idioma originalInglés estadounidense
Título de la publicación alojadaProceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology
Subtítulo de la publicación alojadaLeadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023
EditoresMaria M. Larrondo Petrie, Jose Texier, Rodolfo Andres Rivas Matta
EditorialLatin American and Caribbean Consortium of Engineering Institutions
ISBN (versión digital)9786289520743
EstadoIndizado - 2023
Publicado de forma externa
Evento21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023 - Buenos Aires, Argentina
Duración: 19 jul. 202321 jul. 2023

Serie de la publicación

NombreProceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
Volumen2023-July
ISSN (versión digital)2414-6390

Conferencia

Conferencia21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023
País/TerritorioArgentina
CiudadBuenos Aires
Período19/07/2321/07/23

Nota bibliográfica

Publisher Copyright:
© 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.

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