Live sales via social media:: An emerging digital marketing strategy in the Frailesca region

Abstract

In recent years, the lockdowns resulting from the pandemic caused a significant decline in physical visits to commercial establishments, resulting in a notable drop in sales. As a result, numerous businesses closed permanently. Faced with this situation, business owners were forced to rethink their strategies, identifying the internet as a key channel for connecting with consumers. In this context, social media emerged as essential platforms, driving new forms of e-commerce. Among these, live sales stand out, a modality that allows real-time interaction between sellers and potential customers, resembling the physical shopping experience, but with elements of entertainment and closeness. This model has proven to be profitable, as entrepreneurial developers have reported higher incomes than public sector workers, further complemented by content monetization. Live sales have allowed the company to expand its market beyond its geographic boundaries, reaching customers in areas such as Frailesca, the coastal isthmus, and the center of the state of Chiapas, as well as various cities in the country, including Cancún, Oaxaca, Colima, Veracruz, Puebla, Guadalajara, and Tulum. This research focuses on the municipalities of Villaflores, Villa Corzo, La Concordia, and Ángel Albino Corzo, all located in the Frailesca Region of the state of Chiapas. Its objective is to analyze the marketing process through live sales, as well as to identify the main challenges, achievements, and areas of opportunity associated with this emerging business model.