El social media y su incidencia en las ventas de micronegocios comerciales del cantón Manta.

Abstract

This research analyzes the impact of social media on sales in commercial microbusinesses in the Manta canton. A quantitative approach with correlational scope and cross-sectional temporality was applied. Data was collected through a survey using a structured questionnaire. The sample consisted of 369 Manta microbusiness merchants whose responses were analyzed. Cronbach’s alpha coefficient demonstrated the reliability of the instrument, so further analyses were conducted. As a result, evidence shows that social media impacts sales through the correlation of previously established dimensions: bidirectional communication and personalization; digital strategies and content; variety and innovation in products and services; economic factors and advertising; response capacity and customer service. It was found that all dimensions are significantly correlated, highlighting the importance of bidirectional communication through social networks, the diversity and novelty of offered products, and the importance of investing in social media strategies to attract new consumers and strengthen sales in commercial microbusinesses. The research confirms the importance of social media as a tool for the growth of Manta’s microbusinesses through strategic social media management.