Digital Marketing Strategies and Presence in Social Networks for the Positioning of MSMEs in Ecuador
DOI:
https://doi.org/10.31637/epsir-2024-1558Keywords:
Clients, Competitive, Strategies, Social Networks, Brand, Digital Marketing, SMEs, PositioningAbstract
Introduction: In an increasingly competitive business environment, micro, small and medium-sized enterprises in Ecuador are looking for effective strategies to improve their market positioning. Methodology: A bibliographic review was conducted to support the research variables. 312 surveys were also conducted with MSME clients. The data collected were analyzed using a structural equation model (SEM), a statistical technique that allows evaluating the relationships between multiple variables. Results: It was identified that digital marketing strategies have a significant impact on the presence of MSMEs on social networks and also that a greater presence on social networks positively influences brand positioning. Discussion: An active presence on social networks significantly influences customers and is a differentiating factor when choosing a brand. Conclusions: Digital marketing strategies and an active presence on social networks are essential for brand positioning of MSMEs in Ecuador. Companies that invest in these areas can expect an improvement in their recognition and competitiveness in the market.
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