USO DE REDES SOCIALES EN EL COMERCIO ELECTRÓNICO

UNA REVISIÓN SISTEMÁTICA 2021 - 2023

Abstract

This article examines the integration of social media into e-commerce strategies in Latin America during the period 2021 to 2023, highlighting the impact of the COVID-19 pandemic. It emphasizes how the accelerated adoption of e-commerce has forced many companies to quickly adapt to digital platforms. Through a systematic review using the PRISMA method, 16 articles were analyzed, exploring the use of social media platforms such as Facebook and Instagram for product and service promotion, customer interaction, and brand loyalty. The results indicate that these platforms allow companies to reach a wider audience, obtain valuable feedback, and effectively adapt their marketing strategies. Additionally, the challenges related to the security and privacy of customer data in the digital environment are addressed. The research concludes that social media is essential for e-commerce, facilitating more effective and personalized communication with consumers, and enhancing the ability of companies to respond to the demands of the digital market.