Social networks in the diffusion of products in the city of Latacunga, Pujilí and Salcedo

Abstract

Introduction. Small and medium-sized enterprises (SMEs) are fundamental for economic and social development in Latin America, as they contribute significantly to improving productivity and generating employment, key aspects for the region's economic progress. Despite their relevance, they face significant challenges related to the lack of resources and the adoption of modern technologies. In Ecuador, their origin sectors such as textiles and transportation evolved towards commerce and services, standing out for their contribution to local development. In Latacunga, Pujilí and Salcedo, SMEs face difficulties in integrating digital media due to lack of technological training. Therefore, there is a need for strategies to promote the adoption of social networks as tools to improve their reach and positioning in the market. These actions can optimize communication with wider audiences and improve competitiveness, consolidating SMEs as engines of economic and social development. Objective. The objective is to develop strategies to improve the dissemination of products in SMEs in Latacunga, Pujilí and Salcedo, diagnosing their current situation and identifying technological tools to enhance their promotions in social networks. Methodology. The research addresses the relationship between the study design and ethics, following a quantitative approach with a cross-sectional design and descriptive scope, this approach allows measuring variables and analyzing how digital platforms facilitate interaction with consumers, contributing to the growth of SMEs in Latacunga, Pujilí and Salcedo. The population includes 362 SMEs distributed among the three cantons, selecting by convenience sampling a total of 9 representative SMEs, data collection was done through structured surveys with closed questions and Likert scale, addressing 5 dimensions: use of social networks, digital skills, ICT, dissemination strategies and impact on sales. Results. The research highlights the importance of social networks as a strategic tool for SMEs in Latacunga, Pujilí and Salcedo, the results of the surveys show that 65.1% of participants consider social networks effective in reaching their customers, and 69.8% value them as a positive investment. In addition, 61.9% indicate that they implement promotional strategies on social networks, while 58.6% recognize their influence on consumers' purchasing decisions. On the other hand, 60.4% of respondents rate their ability to use digital tools as adequate, reflecting a favorable level of digital competence. However, challenges and diverse perspectives on the impact of social networks are identified, which highlights the need to train and support SMEs in the use of these platforms for their growth and competitiveness. Conclusion. The research analyzes strategies for SMEs in Latacunga, Pujilí and Salcedo to effectively promote their products through social networks are considered valuable tools to increase visibility and connect with a wider audience, its strategic implementation is limited due to lack of planning, digital skills, and resources. General Area of Study: Administrative and Economic Sciences. Specific area of study: Administrative Management, Customer Services. Type of study: Original articles.