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

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

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.

Original languageEnglish
Title of host publicationProceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology
Subtitle of host publicationLeadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023
EditorsMaria M. Larrondo Petrie, Jose Texier, Rodolfo Andres Rivas Matta
PublisherLatin American and Caribbean Consortium of Engineering Institutions
ISBN (Electronic)9786289520743
StatePublished - 2023
Event21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023 - Buenos Aires, Argentina
Duration: 19 Jul 202321 Jul 2023

Publication series

NameProceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
Volume2023-July
ISSN (Electronic)2414-6390

Conference

Conference21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023
Country/TerritoryArgentina
CityBuenos Aires
Period19/07/2321/07/23

Keywords

  • Peru
  • Social Networks
  • clothing
  • customer satisfaction
  • social media
  • social media strategies

Fingerprint

Dive into the research topics of 'Social media in retail: an application in the baby clothing sector'. Together they form a unique fingerprint.

Cite this