TY - JOUR
T1 - Innovation in organisations through s-commerce to achieve competitiveness
AU - Guzmán-Duque, Alba
AU - Oliveros-Contreras, Diana
AU - Mendoza-García, Edgar
AU - Oltra-Badenes, Raúl
N1 - Publisher Copyright:
Copyright © 2020 Inderscience Enterprises Ltd.
PY - 2020
Y1 - 2020
N2 - Organisations have now adopted technology to improve their processes. E-commerce has allowed the expansion of markets and reach the customer. Social media is tools that facilitate success in a virtual transaction, because they allow communication-interaction between communities. In this sense, the consumer becomes a major player in the business process, where companies seek to meet their needs based on the information collected from social media. The research is descriptive and was developed with entrepreneurs from the manufacturing sector of Santander-Colombia (N = 327), who indicated their perception of s-commerce. Factor analysis was used to clarify factors related to the objectives -promotion and community- and to internet marketing -knowledge and experience-. In addition, it was detected that the most used social networks in s-commerce are Facebook, Twitter, Instagram, WhatsApp and YouTube, and the E-bay, Mercado Libre, Amazon, Tmall and Linio channels. In the end, s-commerce oriented strategies are proposed to make companies more competitive.
AB - Organisations have now adopted technology to improve their processes. E-commerce has allowed the expansion of markets and reach the customer. Social media is tools that facilitate success in a virtual transaction, because they allow communication-interaction between communities. In this sense, the consumer becomes a major player in the business process, where companies seek to meet their needs based on the information collected from social media. The research is descriptive and was developed with entrepreneurs from the manufacturing sector of Santander-Colombia (N = 327), who indicated their perception of s-commerce. Factor analysis was used to clarify factors related to the objectives -promotion and community- and to internet marketing -knowledge and experience-. In addition, it was detected that the most used social networks in s-commerce are Facebook, Twitter, Instagram, WhatsApp and YouTube, and the E-bay, Mercado Libre, Amazon, Tmall and Linio channels. In the end, s-commerce oriented strategies are proposed to make companies more competitive.
KW - Competitiveness
KW - E-commerce
KW - ICT
KW - Information and communications technologies
KW - Manufacturing
KW - Multivariate methodologies
KW - S-commerce
KW - Social media
UR - http://www.scopus.com/inward/record.url?scp=85103795914&partnerID=8YFLogxK
U2 - 10.1504/IJTE.2020.113925
DO - 10.1504/IJTE.2020.113925
M3 - Artículo Científico
AN - SCOPUS:85103795914
VL - 4
SP - 91
EP - 104
JO - International Journal of Technoentrepreneurship
JF - International Journal of Technoentrepreneurship
SN - 1746-5370
IS - 2
ER -