Social Media for Customer Loyalty in e-commerce. A Systematic Review between 2013-2023

Luz Fabiana J.N.; Ronald G.P.; Felfe Igor C.-L.; Flor Alicia C.-A. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2023) · DOI: 10.18687/leird2023.1.1.293

Resumen

The objective of this research is to determine the influence of social networks on customer loyalty in e-commerce and to identify the networks that have the greatest influence on customer loyalty, since they are easily accessible digital media that are not being used by all e-commerce to build customer loyalty. This research is of applied type, non-experimental design, cross-sectional and descriptive scope, having as population the e-commerce and a range of years 2013 to 2023. As a compilation technique, a documentary review was carried out, achieving as a result that the research carried out in the year 2022 represents 51.6% of the base information for the elaboration of this document; in addition, the sources of information were mostly made in countries such as Spain and Peru mainly. It was concluded that the influence of social networks is high and that the degree of customer loyalty is a function of the presence of e-commerce in social networks and that the most used and known social network for customer loyalty is Facebook, followed by Instagram.

Instituciones: Universidad Privada del Norte