Gestión de medios sociales de los emprendimientos de la ciudad de Loja, en el contexto de la pandemia COVID-19-Caso empresas red Emprendec

Abstract

Abstract: This research focuses on the analysis of three enterprises: The Candy House, Ikaria_ec and PsiqueLoja associated with Red Emprendecof the city of Loja. For this purpose, quantitative and qualitative methodology was applied, through a non-participant observation form of the social networks: Facebook and Instagram of the three ventures under study and interviews with the managers of the ventures to learn about their economic situation and the challenges they faced by not having a daily sales activity as they commonly did before the arrival of covid-19.By applying the research instruments, we identified the contents that were uploaded to the social networks to social networks during the study period from 1/04/2020 to 7/05/2021, the interaction they achieved, followers and thus more customers. And theways in which they had to adapt to continue providing their services or selling their products, which showed that social networks were very important to promote the enterprises.