Social Commerce in Times of Crisis: The Case of consumelocal.me
DOI:
https://doi.org/10.24054/face.v21i2.1101Keywords:
comercio electrónico, COVID-19, página web, Comercio SocialAbstract
The commerce or exchange of products has shifted from a physical format to a virtual one. Commerce thus moves from a traditional environment to a virtual one in response to the growing impact of the internet, giving rise to e-commerce. As a result of the COVID-19 pandemic, in-person shopping was limited due to lockdowns, special days, and hours, causing an economic crisis worldwide. Micro, small, and medium-sized enterprises (MSMEs), in search of virtual means to advertise their products and services, fail to cover enough commercial space due to a lack of training and knowledge related to e-commerce or social media. These media, known as social networks, allow for greater reach, thereby increasing business opportunities. The objective of this ethnographic study is to present how, through the implementation of a website, MSMEs in Tabasco can gain visibility and reach. The study was conducted from March 2020 to March 2021. Findings show that the success of companies' presence on the website was due to following the requirements of the Social Commerce Model, impacting the number of followers, who in turn became their customers, resulting in increased sales. There are plans to expand coverage to businesses in the state, as the survival of the website requires income to maintain the domain, and affordable packages are being designed to continue supporting local businesses, contributing to the state's economy, and overcoming this crisis.
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References
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Chen, Liang y Holsapple, Clyde. (2013). Impact analysis in e-business: A case of adoption research. 19th Americas Conference on Information Systems, AMCIS 2013 - Hyperconnected World: Anything, Anywhere, Anytime. 3. 1882-1891.
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Fischer, L. y Espejo, J. (2011). Mercadotecnia. México: McGraw-Hill.
Gutiérrez, C., y Nava, R. (2016). Mercadotecnia digital y las pequeñas y medianas empresas: revisión de la literatura. Enl@ce: Revista Venezolana de Información, Tecnología y Conocimiento, 13(1), 45-61.
Huang, Z. y Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(1), 246–259.
Janita, I.; Chong, W.K. (2013). Barriers of B2B e-Business Adoption in Indonesian SMEs: A Literature Analysis. Information Technology and Quantitative Management, 17(1), 571-578.
Jones, C., Motta, J. y Alderete, M. (2016). Gestión estratégica de tecnologías de información y comunicación y adopción del comercio electrónico en Mipymes de Córdoba, Argentina. Estudios Gerenciales, 2(138), 4-13.
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Laso, Isidro, e Iglesias, M. (2002). Internet, comercio colaborativo y mComercio: Nuevos modelos de negocio. Barcelona: Aedos.
Moon, N., Sultana, S., Nur, F. y Saifuzzaman, M. (2017). Literature Review of the Trend of Electronic Commerce in Bangladesh Perspective. Global Journal of Management and Business Research, 17(3), 11-17.
Mulford, M., Vergara, L. y Plata, D. (2014). Tienda virtual: social market. Colombia Multiciencias, 14(3), 268-275.
Libu, D., Bahari, M., Iahad, N. e Ismail, W. (2016). Systematic literature review of e-commerce implementation studies. Journal of Theoretical and Applied Information Technology, 89(2), 422-438.
Picaso, S., Ramírez, P. y Luna, L. (2014). Comercio electrónico y emprendimiento: un análisis aplicando la teoría del comportamiento planeado. RECAI: Revista de Estudios en Contaduría, Administración e Informática, 2(5), 1-20.
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Spradley, James P. (1980). Participant Observation. Orlando, Florida: Harcourt College Publishers.
Wigand, Rolf y Benjamin, Robert & Birkland, Johanna. (2008). Web 2. 0 and beyond: Implications for electronic commerce. Proceedings of the 10th International Conference on Electronic Commerce 2008, Innsbruck, Austria, August 19-22. 1-5. 10.1145/1409540.1409550.
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