El uso de redes sociales y su influencia en el marketing digital en el sector emprendedor del barrio Los Esteros de Manta.

Abstract

The research titled "The Use of Social Media and Its Influence on Digital Marketing in the Entrepreneurial Sector of the Los Esteros Neighborhood in Manta" analyzes the impact of social media on the digital strategies of 30 micro-enterprises in the area. The main objective was to identify how these tools contribute to business development, addressing the challenges faced by small and medium-sized enterprises in adapting to digital environments. A convenience sampling method was used, selecting businesses based on criteria such as location, operation time of more than three months, and familiarity with social media. Data collection was carried out through surveys consisting of 12 closed-ended questions aimed at evaluating usage frequency, platforms employed, and perceived outcomes. The results demonstrated a positive relationship between the use of social media and the improvement of the digital presence of micro-enterprises. Most entrepreneurs have efficiently integrated these tools, strengthening their business image and increasing customer acquisition. However, a small percentage face barriers due to a lack of knowledge or limited resources, affecting their competitiveness. It was identified that, although the number of followers and interaction on social media has increased, this has not translated into a proportional growth in sales. This finding highlights the need to optimize data management and conversion strategies. The research concludes that, while the impact of social media is positive, there are opportunities for improvement in data integration and the design of more effective commercial strategies.