Las redes sociales y su influencia en la decisión de compra en línea de los millennials en la ciudad de Guayaquil.

Abstract

Within the world of the Internet, useful connectivity tools have been created that generate an interrelationship between Internet users. Both the citizens of Ecuador and several countries around the world constantly use social networks, be it interactive, leisure, relaxation, operational, administrative, logistical, marketing, among others. With the use of social networks, in a world with a great influence in the technological section, it is possible to continue with ease and efficiency, the online purchase processes from an origin to a destination. The decision of the buyers or users is the key, since this way you can understand what variables influence them when making a purchase. Within the present study, the key factors of importance in the online purchase decision will be revealed. of millennials, being able to identify to what extent this is an essential tool in today's commerce. Through the use of qualitative and quantitative statistical data from information collected in practice, as well as at a theoretical level, it was possible to distinguish which aspects should be taken into consideration by establishments in their online strategies. Being that there are certain combinations of variables that have a greater influence when combined with others. Knowing the incidents and inconveniences of using social networks in exposed marketing and if at an academic level solutions could be contemplated or created to minimize or eradicate the failures or errors presented by them. The future is the correct use of social networks that is implemented in the present, therefore, knowing what is relevant to consumers and what is not is a task of vital importance, given that the use of these media as alternative marketing methods it can have a representation of significant economic savings for small and medium-sized local companies.