Impact of social networks on consumer behaviour in a clothing store. Lima, 2024 (#556)

Authors

Barinotto Roncal, Patricia

Taza Peralta, Nashira Belén

Grandez Sotelo, Valeska Nahomi

Infante Pollack, Wilmer Enrique

Abstract

The research work aims to determine the impact of social networks on consumer behaviour in a clothing store. Lima, 2024, since these platforms are currently essential for companies, as they allow promoting and making accessible a wide variety of products to the target audience through effective advertising strategies. It is characterized by having a quantitative approach of applied type with correlational causal scope, non-experimental and transversal design, with a sample of 205 clients. In addition, having as a data collection technique a virtual questionnaire with which the result was obtained, an R square coefficient of 0.610, which indicates that social networks have a significant impact on consumer behaviour, thus assuming a significant degree of dependence between the study variables. Concluding that there is an important relationship between the use of social networks and the way in which consumers interact and evaluate their purchasing decisions, it is evident how these digital platforms significantly influence each stage of the purchasing process. From the initial search for information to post-purchase evaluation, they have become key tools in shaping consumer preferences and perceptions, which underscores the need to develop and maintain a solid digital marketing strategy to maximize the reach and effectiveness of the store.