E-commerce and loyalty: a perspective from Facebook Marketplace users

Lazaro Maitland F.C.; Arenas Alarcón A.L.; Bejarano-Auqui J.F. · Revista Venezolana de Gerencia (2025) · DOI: 10.52080/rvgluz.30.especial13.47

Resumen

This study uses primary sources such as Scopus, ScienceDirect, and Scielo to explore the relationship between user loyalty on Facebook Marketplace and E-commerce. A sample of 154 people over 18 years of age, selected under specific criteria, was used to collect data at a single time point using a cross-sectional and nonexperimental approach. Statistical analysis revealed a significant correlation of 0.730 (p < 0.05) between loyalty and E-commerce, with CFI indices of 0.987, TLI of 0.982, AIC of 7939.196, and RMSEA of 0.092. The theories developed indicate that Facebook’s social E-commerce is vital to facilitate social interactions and streamline transactions. Furthermore, Facebook Marketplace loyalty theory highlights how sellers can employ strategies to build and maintain customer loyalty, emphasizing the importance of product quality, shopping experience, interactivity, and social media tools. This finding highlights the strategic importance of E-commerce on platforms such as Facebook Marketplace, providing keys to developing strategies that strengthen loyalty on this digital platform. In conclusion, the research offers insights on optimizing user experience and improving competitiveness in the digital market.

Instituciones: Universidad Peruana Unión