Social commerce adoption by generations Y and Z in Mexico. An omnichannel approach
DOI:
https://doi.org/10.31637/epsir-2025-1711Keywords:
social networks, e-commerce, strategy, omnichannel, communal strategy, millennial, centennial, social commerce;, chi-squareAbstract
Introduction: Commerce on social networks has exploded in recent years and is part of the omnichannel strategy of companies. Despite being a common phenomenon globally, there are few studies about it in Latin America. Mexico is the second economy in the region with a high percentage of young people, hence it is an important unit of study. Methodology: Most research in this regard has carried out quantitative studies. This study is qualitative, based on focus groups. Analysis techniques are combined, such as the chi-square test of independence and thematic analysis. Results: It is found that millennials are the ones who are more inclined to purchase through social networks and are more concerned about the quality of the products, while centennials prefer the physical store on certain occasions and show more distrust when making purchases through social networks. Discussion: Online information is equally preferred by both groups, as it generates trust. However, there is a significant concern about security when transacting on social networks in both generations. Conclusions: It is necessary to strengthen consumer confidence by companies and through public policies.
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