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.
- Information and communications technologies
- Multivariate methodologies
- Social media