Impact of social networks on market research for cooperative projects in San Fernando Ecuador

Abstract

Introduction. In the technological and digital age, social networks have become key tools for market research, transforming the way organizations understand and connect with their audiences. Objective. To analyze the use of social networks and their application in cooperative projects in the canton of San Fernando to study the target market. Methodology. Qualitative research was conducted using structured interviews with heads of agencies and technical communication team of the savings and credit cooperatives Jardin Azuayo, La Merced and Señor de Girón. Results. Social networks are essential for cooperatives in San Fernando, with Facebook and Instagram being the most effective platforms for disseminating projects, due to their scope and ability to connect with various segments of the population. Savings and credit cooperatives use attractive visual content such as art, images and videos to interact with their partners. In terms of cooperative projects, the most accepted include savings loans and micro-credit, especially in the agricultural and livestock sectors. Conclusion. The study highlights the importance of social networks in the promotion of cooperative projects in San Fernando. These platforms not only improve the operational efficiency of cooperatives, but also strengthen the connection with the community. It is crucial to continue to promote data protection and digital education to maximize the benefits of social media in the cooperative context. General area of study: Market research