Systematic review identifies strategies where social networks influence e-commerce purchases, suggesting new marketing approaches.
The purpose of this research was to analyze the influence of social networks marketing strategies on purchase decisions and their effectiveness in the context of e-commerce. To this end, a systematic review was conducted of relevant scientific papers published in the last eight years that focused on the aforementioned topic. Information was collected in the Scopus and Scielo databases, applying the following inclusion criteria: open access papers addressing the variables of social networks, purchase decisions and e-commerce, which were published between 2018 and 2024. As a result of this process, 28 studies were selected, leading to the conclusion that social networks play a fundamental role in digital marketing, facilitating interaction with consumers and the adaptation of commercial strategies. There is also evidence of significant growth in e-commerce, which is empowering consumers and optimizing online transactions.
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Katherine Arroyave Jiménez (2025) studied this question.
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