Título: The Impact of the Use of Social Networks in the Promotion and Marketing of Products and Services in Small Businesses of Imbabura-Ecuador

Autor(es): CHILIQUINGA HEREDIA HENRY PATRICIO, GALLEGOS VARELA MONICA CECILIA, PINEDA CARRILLO MARLON ALEJANDRO, SAMANIEGO GARRIDO ROBERT AUGUSTO

Fecha de publicación: 10-dec-2024

Resumen: This article examines the use of social media as a promotional tool for small businesses in Imbabura, based on surveys of 293 entrepreneurs. The frequency of use, preferred platforms, and their impact on business growth were identified. 59% of respondents believe that social media helps to capture new markets and increase sales, with Facebook and Instagram being the most used. However, a significant number of companies have an "intermediate" or "weak" use, indicating an opportunity to improve their digital strategies. Companies that use these platforms consistently achieve greater visibility and growth. The study also highlights the need to reduce digital gaps through training in social media management, allowing small businesses to maximize their potential. In conclusion, social media is a valuable resource to improve competitiveness and increase profits by attracting new customers in the province of Imbabura.

Palabras clave: social networks, small businesses, digital promotion, digital strategy, Imbabura.

ISSN: 1841-2394

Tipo publicación: Artículo