Nivel de Uso de las Redes Sociales en el Proceso de Comunicación en las Mipes de Cuenca

The research was developed in Cuenca, the third largest city in Ecuador, whose main objective was focused on analyzing the level of use, as well as the management of social networks and mobile applications in the communication and marketing processes in Micro and Small Enterprises (MIPES). Due to the globalization of the Internet, companies have had to adapt to increasingly complex and competitive environments, creating value strategies to satisfy a new style of customers, who, influenced by publications in different virtual media, are more and more informed, which has repercussions on a society that is more demanding of comfort. The research is of quantitative type, the sample was taken from the Micro and Small companies of the city. For the collection of information, a survey was implemented, an instrument that was applied to the selected establishments. The measurement constructs were validated using Cronbach's alpha. The results obtained show a low level of adoption of social networks in microenterprises and a medium level in small businesses. Additionally, it is observed that in the establishments that use social networks and mobile applications for communication and marketing activities, these are not fully exploited due to multiple factors such as: lack of knowledge in their use and administration, they do not consider it necessary, lack of trust and credibility, among other aspects.