El comercio electrónico a través de las redes sociales en la ciudad de Guayaquil

Abstract

The objective of this research is to analyze the behavior of electronic commerce through social networks in the city of Guayaquil, for which the Synthetic Analytical method was used, and the survey and interview were chosen as research tools. Variables such as age of consumers, frequency of use of social networks, most used social networks, shopping experience, product recommendation, factors that influence purchases through social networks, among others, are addressed. It was also possible to know the opinion of entrepreneurs regarding the impact of the use of social networks in the commercialization of their products and services. The author concludes that electronic commerce significantly impacts Guayaquil businesses, presents some recommendations for current and future entrepreneurs, and motivates other researchers to delve into this topic considering other regions at an international level.