TY - GEN
T1 - Social media in retail
T2 - 21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023
AU - Rafael-Baltazar, Alejandra Cadmiel
AU - Menacho-Ortega, Jorge Rodrigo
AU - Cordova-Buiza, Franklin
AU - Vega, Catalina
AU - Auccahuasi, Wilver
N1 - Publisher Copyright:
© 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2023
Y1 - 2023
N2 - 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.
AB - 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.
KW - Peru
KW - Social Networks
KW - clothing
KW - customer satisfaction
KW - social media
KW - social media strategies
UR - http://www.scopus.com/inward/record.url?scp=85172388317&partnerID=8YFLogxK
M3 - Contribución a la conferencia
AN - SCOPUS:85172388317
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology
A2 - Larrondo Petrie, Maria M.
A2 - Texier, Jose
A2 - Matta, Rodolfo Andres Rivas
PB - Latin American and Caribbean Consortium of Engineering Institutions
Y2 - 19 July 2023 through 21 July 2023
ER -