Narrativas digitales en el comercio electrónico: una revisión de alcance

José Leonardo Leal Valderrama; Marelby Amado Mateus

doi:10.31637/epsir-2025-1128

Authors

José Leonardo Leal Valderrama La Salle University https://orcid.org/0000-0002-9932-5782
Marelby Amado Mateus Corporación Universitaria de Asturias https://orcid.org/0000-0002-2653-1251

DOI:

https://doi.org/10.31637/epsir-2025-1128

Keywords:

digital narratives, electronic commerce, social networks, social commerce, human-machine interaction, emotional bonds, brand value

Abstract

Introduction: Digital narratives have become a crucial tool for e-commerce in the last decade, influencing consumer perceptions and decisions by creating deep emotional bonds and conveying the brand's value proposition and identity. Methodology: A scoping review is employed to analyze academic production on the relationship between digital narratives and e-commerce, encompassing 30 relevant studies from the past decade. Results: Four main clusters were identified: consumer relations, social networks, business models, and technology. These clusters demonstrate how digital narratives influence customer loyalty, purchase intention, and brand attitudes. Discussion: Digital narratives emotionally connect with consumers, generating personalized experiences and reinforcing brand identity. It is important to continue exploring the interaction between digital narratives and e-commerce to improve understanding of their impact on consumer behavior and business strategies. Conclusions: A comprehensive view of digital narratives in e-commerce is provided, highlighting key areas for future research and the need for more effective marketing strategies based on these narratives.

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Author Biographies

José Leonardo Leal Valderrama, La Salle University

PhD in Business Administration from the Universidad de la Salle and Master in Marketing from the Universidad Externado de Colombia. Professor and member of the board of directors of the Master in Marketing at the Universidad Externado de Colombia. Senior Marketing Director with more than 13 years of experience in strategic and digital marketing in sectors such as finance, technology and education. Currently, he leads the marketing area at Emprende Hoy LLC, where he has developed and executed growth strategies and data analysis. His work focuses on digital storytelling, e-commerce and user experience optimisation.

Marelby Amado Mateus, Corporación Universitaria de Asturias

PhD in Management Sciences from the Universidad del Rosario, with an outstanding career as a teacher, researcher and advisor in marketing and management in higher education. Currently, she is a doctoral thesis tutor at the Universidad de la Salle and a research professor at the Corporación Universitaria de Asturias. She has coordinated the Neuromarketing Laboratory and led processes of self-evaluation and high quality accreditation. She has extensive experience in curriculum development and pedagogical innovation, has published in scientific journals and participated in international academic events. Her work focuses on university reputation, perceived value and customer experience.

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