Análisis del nivel de digitalización de los emprendimientos del Ecuador. Caso de estudio de nico bebetin@, en la cuidad de Salcedo, año 2024

Abstract

Abstract: The objective of this research was to analyze the level of digitalization of NICO Bebetin@ and promote new digital platforms that allow for faster and more efficient product acquisition. To this end, a qualitative, descriptive, field-based, exploratory, and non-experimental methodology was used. The research methods were deductive, inductive, synthetic analytical, and thematic analysis. Data collection techniques included an interview with the business owner. The results indicate that the business under study currently has two employees and no internal manager responsible for managing the business's technology or social media. It manages Facebook and TikTok, and the most widely used social media platform is WhatsApp, which is used to manage advertising, sales, and other activities. These platforms are updated minimally, twice a year. Therefore, no entertaining digital content is created to promote the products nationwide. It is concluded that the business's digitalization level is 50%. Editing tools such as CANVA are used, but this is not a stable content creation strategy. Furthermore, the business's employees have not been trained to manage the marketing of the location under study.