Incidencia de la aplicación del uso de redes sociales en el posicionamiento de mercado de las PYMES comercializadoras de las prendas de vestir en el sector norte de Guayaquil

Abstract

The academic article shows how the use of social networks as advertising tools has affected the market positioning in retail clothing SMEs, and how it has benefited these stores in the northern sector of the city of Guayaquil. The descriptive method was used in this research with the support of qualitative and quantitative statistics tools. The data collection instruments were the survey and the interview, which helped in the analysis of the use of social networks by the owners of these clothes stores. The results showed that the stores that are advertised through social networks, enjoy a greater flow of customers and followers in their accounts, allowing them a better market awareness; Another finding indicates that most clients find out about advertisements through the different social networks they manage and that they prefer to buy online because it is much more convenient for them. The owners of the following clothing stores in the northern sector of the city of Guayaquil, who use social networks as an advertising tool for their businesses, were interviewed: DreamShop, Tendenza, Media Luna, Ana María Boutique "Excelente calidad”, and “Lulu Fashion Store“, La ropa perfecta para tu estilo ”. The surveys identified that women between 18 and 32 years of age who reside in the northern sector of the city of Guayaquil are the most frequent buyers. Based on the results of this study, it was concluded that the use of social networks for brand advertising and market positioning, is a great contribution for clothing stores.