1. PLATAFORMA DIGITAL PARA VENTAS DE PRODUCTOS DE BELLEZA.
- Author
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Bustos, Luz Margarita Vaca and Parrales, Ligia Vanessa Sánchez
- Abstract
It is pertinent to highlight the positive impact that digital platforms have on the sale of beauty products; Digitalization has revolutionized this sector and will continue to do so in the future. The research seeks to analyze how social networks have influenced the purchasing and consumption behavior of beauty products between 2020 and 2023, a period marked by the pandemic and the rise of e-commerce. It is a mixed, observational, non-experimental, retrospective, longitudinal study, which includes the analysis of a questionnaire using a Google forms, which was developed with the objective of assessing the adaptation to the new modality of the sales of these products, in addition from an interview conducted with coordinators of the different beauty product distribution companies. The questionnaire was answered by 77 people, and among the conclusions, it was seen that the economic impact on this group of people was mostly positive, and the social network that had the greatest adaptation was WhatsApp. The interview with the sales coordination of the beauty products distributor YANBAL concluded that at the beginning of the pandemic there was a negative impact, but the market was managed to stabilize, and they are betting on their own distribution networks for their regular customers. [ABSTRACT FROM AUTHOR]
- Published
- 2024