Analysis of consumer behavior on the use of the social media during the pandemic in Manabí, Ecuador

César Carbache Mora (), Frank Lemoine Quitero () and Christopher Chukwugozie Okafor ()

Edu - Tech Enterprise, 2025, vol. 3, 100

Abstract: This study aims to analyze consumer behavior in the use of social networks during the pandemic in Manabí, Ecuador. The applied methodology was qualitative - descriptive based on an online survey of 19 items applied to a population sample of 238 people from across the province using the Epidat tool, where social and cultural aspects, shopping behavior, habits were consulted. and food consumption, relationships with the family and the mitigation of stress produced by confinement. For this, the structural equations model (SEM) was applied, the purpose of which was to study the relationship between variables that allow defining more effective marketing strategies. The results will contribute to understanding the behavior of buyer personas and the possible ways to bring them closer to brands at the present time.

Keywords: Consumer behavior; social media; pandemic; buyer persona; brands (search for similar items in EconPapers)
Date: 2025
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