Live Streaming Marketing in the E-Commerce of Fashion SMEs

Miranda M.C.; Condori L.A.; Zegarra M.V.; Angulo-Bustinza H. · WSEAS Transactions on Business and Economics (2026) · DOI: 10.37394/23207.2026.23.75

Resumen

This study examines the impact of live streaming marketing on e-commerce for fashion SMEs in Peru. Its main objective is to analyze how dimensions such as live streaming, product, and field scope influence key e-commerce variables, including customer service, personalization, word of mouth, and website service quality. A quantitative, non-experimental, explanatory research design was employed. Data were collected through a structured questionnaire administered to employees of fashion SMEs. Structural equation modeling (SEM) was used to evaluate the relationships between live-streaming marketing dimensions and e-commerce outcomes. The results indicate that live streaming marketing has a positive and significant influence on service quality, personalization, customer service, and electronic word of mouth. These findings highlight the importance of real-time interaction and personalization as key drivers of customer engagement, improved experience, and enhanced competitive advantage in the digital environment.

Instituciones: Universidad Continental