Gestión de medios sociales de emprendimientos y Pymes de la Ciudad de Quito, en el contexto de la pandemia Covid-19. Casos: Tittus Pizza, Casa Chef Francisco y Bar Restaurante Punta Pacífico

Abstract

Abstract: As a result of the COVID-19 pandemic, consumer behavior changed completely and SMEs and enterprises had to adjust to the new digital reality. In that sense, this study was focused on conducting an evaluation of social media management and digital strategies of Casa Chef Francisco, Tittus Pizza and Bar Restaurant Punta Pacifico in the city of Quito. To this end, the research was conducted under a mixed quantitative and qualitative methodology, descriptive and observational, where interviews were conducted with the three business owners and surveys were applied to selected samples of customers: 173 from Tittus Pizza, 105 from Bar Restaurante Punta Pacifico and 25 from Casa Chef Francisco. The purpose was to contrast the digital behavior prior to March 2020 and from that date until January 2022. Thus, the results showed that the home delivery service was the way to stay afloat in the market, for which it had to enhance the management of WhatsApp and maintain a high activity in social networks: Facebook and Instagram.