Abstract: This study examines the impact of live streaming marketing on e-commerce for fashion SMEs in Peru. Its main objective is to analyze how dimensions such as live streaming, product, and field scope influence key e-commerce variables, including customer service, personalization, word of mouth, and website service quality. A quantitative, non-experimental, explanatory research design was employed. Data were collected through a structured questionnaire administered to employees of fashion SMEs. Structural equation modeling (SEM) was used to evaluate the relationships between live-streaming marketing dimensions and e-commerce outcomes. The results indicate that live streaming marketing has a positive and significant influence on service quality, personalization, customer service, and electronic word of mouth. These findings highlight the importance of real-time interaction and personalization as key drivers of customer engagement, improved experience, and enhanced competitive advantage in the digital environment.

Keywords: Live streaming marketing, E-commerce, SMEs, Fashion, Customer experience, Personalization, Electronic word of mouth, Service quality, Customer service system, Purchase intention

Pages: 988-1003