Relevance of Social Media Marketing in a Social Commerce emerged in times of pandemic

Paredes-Atencio L.; Martos R.L.; Malpica-Rodríguez M.; Pérez-Aguilar D.A. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2022) · DOI: 10.18687/laccei2022.1.1.568

Resumen

The growth of the Internet, the rise of social networks and the pandemic caused by COVID-19 have led companies to use digital media to expand their communicatio n, marketing and product sales activities; however, most do not ha ve a defined action plan to achieve their business goals, causing them not to attract new customers and therefore not increase their sales. In this sense, this research aimed to determine the effect of the implementation of a social media marketing plan on the sales of a textile social commerce, to evaluate the applicability of this solution to improve the presence in social networks, increasing engagement and sales. For this, a pre-experimental study was developed, using a population sample of 29 sales that represents the total sales to the date of the textile enterprise, and from this, the social media marketing plan was developed and implemented under the SOSTAC methodology. Finally, through a statistical analysis Tof student, it was concluded that the social media marketing plan had a positive effect on the sales of the tex tile social commerce, increasing sales by 79.70% and at the same tim e the number of products sold increased by a 42.86%.

Instituciones: Universidad Privada del Norte