La influencia del live commerce en las estrategias de marketing digital de las microempresas de la calle J, sector Solanda, Sur de Quito (2021-2025).

Abstract

This research analyzes the influence of Live Commerce on the digital marketing strategies of micro-enterprises located in the Solanda sector, Calle J, south of the city of Quito, during the period 2021-2025. In an environment where technology is rapidly evolving, Live Commerce is emerging as a tool that allows products to be sold in real time, facilitating direct and dynamic interaction between sellers and consumers. The study arises from problems observed in micro-enterprises in the sector, with low knowledge and use of digital tools, as well as technological, economic, and communication limitations that hinder the effective implementation of Live Commerce. To address this situation, the research applied a non-probabilistic sampling, intentionally selecting 56 microentrepreneurs who actively use Live Commerce in their businesses. The information obtained allowed for an analysis of the influence of Live Commerce on digital marketing strategies, as well as its impact on product promotion, customer interaction, and loyalty processes in microenterprises. In conclusion, Live Commerce is presented as a strategic and accessible alternative to strengthen the digital marketing strategies of micro-enterprises in the Solanda sector, provided that its implementation is accompanied by training processes, improvements in technological infrastructure, and adequate digital planning. The findings of this research contribute to the generation of relevant information for decision-making and the design of strategies aimed at improving the competitiveness and sustainability of micro-enterprises in digital environments