Redes Sociales: Desafíos y estrategias para Emprendedores de Guayaquil, año 2022

Abstract

The research focuses on analyzing the challenges and strategies in the application of social networks as a marketing tool among entrepreneurs in Guayaquil in the year 2022. We gather information about the challenges faced by these entrepreneurs and propose strategies to help them position their brands and overcome obstacles. A qualitative and quantitative methodology was used, with interviews with experts and successful entrepreneurs, as well as surveys of 48 entrepreneurs. The results revealed strategies such as contests, humanization of the brand, collaborations with influencers, brand positioning and customer service on social networks. The challenges identified included paid advertising and a lack of preparation in managing social media. Methods such as the creation of innovative advertisements and continuous training were proposed.