El S-commerce: La innovación a través de medios sociales

The i nformation s ociety h as f avored t he a doption o f e-commerce a s a mechanism t o expand markets, considering t he p references of communities, where social media are powerful tools that allow success in transactions through Of the s-commerce. The study is descriptive and was carried out to entrepreneurs (N = 287) of the footwear sector in Bucaramanga (Santander-Colombia) to determine their perception about the use of social media as a marketing strategy. It highlights the use of Facebook, Instagram, YouTube and Twitter as the most accepted by its connection properties, and, Taobao, E-bay, Amazon, Linio and Mercado Libre, as official channels of marketing. Finally, strategies are proposed to adopt ICT to increase competitiveness in organizations.