Estrategias de social commerce y su incidencia en el volumen de ventas en las microempresas de Valencia, Ecuador Social commerce strategies and their impact on sales volume in microenterprises in Valencia, Ecuador
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El presente estudio analizó la incidencia de las estrategias de social commerce en el volumen de ventas de las microempresas del cantón Valencia, provincia de Los Ríos, en el marco de la transformación digital de los procesos comerciales. Se adoptó un enfoque cuantitativo, con alcance correlacional y diseño no experimental. La recolección de datos se realizó mediante una encuesta estructurada con escala Likert de cinco puntos, aplicada a 20 microempresarios seleccionados mediante muestreo por conveniencia. Los hallazgos evidenciaron una valoración favorable del uso de redes sociales como mecanismo de promoción, interacción con clientes, fortalecimiento de la confianza y apoyo a la comercialización. De igual forma, se identificó una asociación positiva entre la implementación de estrategias de social commerce y el incremento percibido del volumen de ventas, así como en la captación de nuevos clientes. Se concluye que el social commerce constituye un recurso estratégico para la dinamización comercial de las microempresas en entornos digitales, al potenciar su visibilidad, capacidad relacional y desempeño competitivo. No obstante, debido a la naturaleza correlacional del estudio, los resultados permiten establecer relaciones de asociación, mas no inferencias de causalidad
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