Influencia de las redes sociales en el desarrollo de la pequeña y mediana empresa

Abstract

Abstract: The main objective of this study is to contribute information on the use of social media for the development of small and medium-sized enterprises (SMEs) in Ecuador, as well as to identify the advantages and disadvantages of using them for business development. Through online surveys conducted with 1,424 companies nationwide, advantages were identified such as: application of strategies and interaction with the target audience, virtual competition (a positive corporate image on social media), reduction in service and product delivery times, customer satisfaction, geographic sales reach, and increased company profitability. The disadvantages identified were: impact on the security of SMEs, constant surveillance and discrediting by competitors in different corporate spheres, leakage of false information, mistrust, fraud, online scams, demands on time and strategic knowledge of the proper use of social media, commitment, and overpayments for advertising and marketing. It is hoped that the information generated by this research will guide the implementation of strategic actions to benefit SMEs in Ecuador.