Influencia de las redes sociales en el proceso de decisión de compra del consumidor digital en el sector de la moda

The objective of this research is to analyze the influence of social networks in the purchasing decision process of the digital consumer in the fashion sector in the city of Machala, considering the following variables: social media marketing, consumer behavior and purchase decision. buys. The study adopts a quantitative approach with a descriptive nature. A survey on a 5-point Likert scale was applied to 203 people. Non-probabilistic convenience sampling was used, the results of which allowed the data to be evaluated using the SEM-PLS technique. The research aims to provide fashion brands with a deeper understanding of consumer preferences and habits, making it easier to optimize their marketing strategies on social platforms more effectively.