Impacto económico y financiero del uso de redes sociales en empresas dedicadas a la comercialización de prendas de vestir en Guayaquil

Abstract

The use of social networks as an e-commerce tool has had a positive economic and financial impact for trading companies, in 2020 there was $ 2,300 million which represented an increase of $ 700 million (43.75%) unlike what who joined in 2019.The purpose of this research is to determine the economic and financial impact of social media, in businesses dedicated to the commercialization of clothing items in Guayaquil. The methodology used in this article is of a correlational level with a quantitative approach, as a data collection tool, a survey was conducted to businesses dedicated to the commercialization of clothing items, and an interview to 3 marketing consultants, in order to understand the economic and financial impact that brands have when using social media as part of a digital marketing tool. Clothing brands take social media as an opportunity to advertise, since it allows them to show their products to their target audience in a fast and effective way with a low advertising investment cost.