Pymes y el Uso de Redes Sociales en la Gestión de Marketing. Caso De Estudio: Cuenca, Ecuador

The use of social media has left a significant mark on the management of micro, small and medium-sized enterprises (MSMEs) in terms of performance and growth. This phenomenon has intensified since the pandemic, when social media became a necessity for business survival and for meeting the challenges imposed by the health crisis. The objective of this study is to analyze the use of social networks and their contribution to the marketing management process of MSMEs in Cuenca, Ecuador. Social networks have been consolidated as key tools for value management in companies, representing a business opportunity. A mixed research methodology was used, collecting information through a questionnaire applied to a sample of 350 managers. The data were analyzed using descriptive statistics and correlation of variables. The results indicate that Facebook is the most used social network; however, its use is not always sufficient or effective due to the low level of knowledge of the managers. In addition, the intensity of the impact of the use of these platforms on business performance is not clear, suggesting that it has been driven by other factors. Therefore, it is necessary to formulate strategies integrated into the management process.