Instagram como herramienta de comercio digital para la industria de la moda ecuatoriana antes y durante la emergencia sanitaria COVID19

Abstract

Amid the pandemic, the fashion industry has had to deal with many headwinds including widespread job losses in a field that provides livelihoods to millions of people around the world. The research topic is "Instagram as a digital commerce tool for the Ecuadorian fashion industry before and during the COVID19 health emergency", whose general objective was to determine how COVID19 transformed digital commerce on Instagram for companies in the fashion industry. Ecuadorian fashion. The research will have a qualitative approach; representatives of several companies were interviewed, the results of which led to the conclusion that the COVID-19 pandemic has greatly affected the fashion industry in Ecuador; For most companies, Instagram was used as a resource to promote, disseminate and establish contact with customers. The present investigation will help to verify if the digital platform Instagram is a feasible digital commerce tool for the companies that are part of the Ecuadorian fashion industry, in this particular case the partners of the Association of Textile Industries of the Ecuador as part of the population and sample.