Business strategies in the digital age: an analysis of the use of social media in today´s Ecuadorian economy

Abstract

This paper examines how SMEs in Ecuador integrate social media into their business strategies, highlighting the growing significance of these platforms in marketing and communication. Employing a quantitative methodology, online surveys were administered to 850 companies, yielding 289 valid responses. The findings reveal variations in social media adoption based on company size, with greater integration in larger firms, indicating a positive correlation between company size and platform use. A preference for instant messaging and visual content platforms such as WhatsApp and Instagram were observed, aligning with global digital marketing trends. Furthermore, a high frequency of image and infographic updates was noted, with a tendency towards less frequent updates for infographics, suggesting unique characteristics of the Ecuadorian market. This study contributes to existing literature by emphasizing the need to tailor digital strategies to specific company capabilities and suggests the necessity for further research and public policies to enhance Ecuador's digital economy. These findings are significant for marketing professionals and policymakers interested in supporting the digital transformation of SMEs, promoting a more inclusive and connected economy.

Keywords

• social media use
• Ecuadorian SMEs
• digital marketing
• digital transformation
• digital business strategies