Posicionamiento comercial de PYMES mediante marketing digital de contenidos en Santo Domingo, Ecuador en 2023
Main Article Content
Abstract
Digital commerce is a new mechanism of entrepreneurship within the population, samples of small and medium enterprises require digital systems for advertising and resource management. Digital content marketing is an alternative to reduce traditional marketing expenses. The objective of this study was to evaluate user satisfaction, sales record, revenue, and economic profitability of 6 SMEs in the city of Santo Domingo, Ecuador. The results showed that the marketing plan with digital content presented highly significant differences in the variables mentioned in the study, which is why the use of social networks for the commercial positioning of SMEs and business development is offered as an alternative.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Derechos de autor:
La Revista Científica Espíritu Emprendedor TES conserva los derechos patrimoniales (copyright) de las obras publicadas, y favorece y permite la reutilización de las mismas bajo la licencia Creative Common Atribución -No Comercial 4.0 International (CC BY-NC 4.0), se puede copiar y redistribuir el material en cualquier medio o formato, remezclar, transformar y construir a partir del material siempre que:
- Usted no puede hacer uso del material con propósitos comerciales.
- Usted debe citar la autoría y fuente original de su publicación (revista, editorial, URL y DOI de la obra).
- Usted debe mencionar la existencia y especificaciones de esta licencia de uso.
References
Armutcu, B., Tan, A., Amponsah, M., Parida, S., & Ramkissoon, H. (2023). Tourist behaviour: The role of digital marketing and social media. Acta Psychologica, 240, 104025. https://doi.org/10.1016/J.ACTPSY.2023.104025
Cao, G., & Weerawardena, J. (2023). Strategic use of social media in marketing and financial performance: The B2B SME context. Industrial Marketing Management, 111, 41–54. https://doi.org/10.1016/J.INDMARMAN.2023.03.007
Chávez, D. L., Leones, C. L., & Cedeño, J. M. (2023). El marketing digital y su influencia en la captación de clientes en las PYMES de Ecuador. Revista Caribeña de Ciencias Sociales, 10(8). https://revistacaribena.com/ojs/index.php/rccs/article/view/2397
Cueva, J., & Rojas, D. (2019). Estrategias de gestión del efectivo y rentabilidad de las empresas ecuatorianas: caso sectores construcción y transporte. 593 Digital Publisher CEIT, 4(5–1), 39–48. https://doi.org/10.33386/593dp.2019.5-1.128
Dutta, G., & Kumar, R. (2024). Strategic Digitalization in SMEs of developing economies: Digital twin driven engineering value chain for customer-centricity. Procedia Computer Science, 232, 2654–2669. https://doi.org/10.1016/J.PROCS.2024.02.083
Masrianto, A., Hartoyo, H., Hubeis, A. V. S., & Hasanah, N. (2022). Digital Marketing Utilization Index for Evaluating and Improving Company Digital Marketing Capability. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 153. https://doi.org/10.3390/JOITMC8030153
Muyma, A., & Toledo, D. M. R. (2019). Estrategias de gestión de efectivo y su relación con la rentabilidad en PYMES ecuatorianas: sectores comercio y manufactura. 593 Digital Publisher CEIT, 4(5–1), 29–38. https://doi.org/10.33386/593dp.2019.5-1.127
Nasyiah, M., Kelana, B., & Riskinato, A. (2024). System Usability Scale for Measuring Usability of Social Network Applications from User Perspectives. E3S Web of Conferences, 483, 03010. https://doi.org/10.1051/E3SCONF/202448303010
Ordoñez Gavilanes Magdalena Emilia, & Aguayza Mainato Luz Patricia. (2024). Tendencias actuales del marketing digital: Revisión sistemática. Ñeque. https://doi.org/https://doi.org/10.33996/revistaneque.v7i19.159
Ortega, L. J., & Fernando Cueva, D. (2019). Empresas familiares ecuatorianas: Análisis de rentabilidad en el período 2007-2017. 593 Digital Publisher CEIT, 4(5–1), 58–70. https://doi.org/10.33386/593dp.2019.5-1.154
Radicic, D., & Petković, S. (2023). Impact of digitalization on technological innovations in small and medium-sized enterprises (SMEs). Technological Forecasting and Social Change, 191, 122474. https://doi.org/10.1016/J.TECHFORE.2023.122474
Salah, O. H., & Ayyash, M. M. (2024). E-commerce adoption by SMEs and its effect on marketing performance: An extended of TOE framework with ai integration, innovation culture, and customer tech-savviness. Journal of Open Innovation: Technology, Market, and Complexity, 10(1), 100183. https://doi.org/10.1016/J.JOITMC.2023.100183
Toukola, S., Ståhle, M., & Mahlamäki, T. (2023). Renaissance of project marketing: Avenues for the utilisation of digital tools. Project Leadership and Society, 4, 100091. https://doi.org/10.1016/J.PLAS.2023.100091
Wu, C. W., Botella-Carrubi, D., & Blanco-González-Tejero, C. (2024). The empirical study of digital marketing strategy and performance in small and medium-sized enterprises (SMEs). Technological Forecasting and Social Change, 200, 123142. https://doi.org/10.1016/J.TECHFORE.2023.123142