Social media y su influencia en el comportamiento de compra de ropa femenina vía online en almacenes del Mall del Pacífico de Manta.

Abstract

Currently, social media is an important part of most citizens' lives. According to recent data, the number of people using social media has risen to 3.8 billion. Almost half of the global population uses one or more social media platforms. (Kemp, 2020) Purchasing behavior is the analysis of the different factors that influence the behavior of a person or group of people when purchasing a product or service. In a slightly broader sense, it involves understanding how a person decides to use their available resources (time, money, and effort) to satisfy their needs. (Silva, 2022) It is important to note that social media refers to a wide range of online activities, including personal communication as well as content creation and sharing. This demonstrates how social media has become a flexible tool that can be used for both personal and professional purposes. Whether your target audience is a group of friends with similar interests or a business looking to attract its ideal customers, the key is to establish communication channels and produce content that appeals to that audience.