Análisis de la influencia de las redes sociales en la decisión de compra de productos tecnológicos por consumidores jóvenes entre 18 a 26 años en el sector La Magdalena ubicado al sur de la ciudad de Quito

Abstract

The objective of this academic article is to analyze how social media influences the final purchasing decisions for technological products among young people aged 18 to 26 in the La Magdalena sector, south of Quito. The study is prompted by changes in current purchasing processes, where social media has evolved from mere communication channels to a strategic role in how young people research information and choose which products to buy. It also identifies which social, emotional, and cognitive factors, as well as persuasive content and opinions from other social media users, have the capacity to convince and influence this group of young people. This study employed a quantitative, cross-sectional methodology with a descriptive correlational approach. Data was collected via a Google Forms survey administered to a group of 354 young people, representing the study population. This allowed for the identification of characteristics and profiles of the respondents, as well as the analysis of the relationships between variables through statistical analysis. Finally, the results indicate that for this generation, the digital and physical environments complement each other and function as a single experience, where consumption decisions are made through digital interactions. Furthermore, it is demonstrated that Electronic Word of Mouth (e-WOM) has become a primary source of information and trust.