Análisis del Desempeño de las Plataformas Digitales de Comercialización para los Emprendimientos de Productos Artesanales de Guayaquil, Año 2020

Abstract

The objective of this study is to evaluate the performance of these digital marketing platforms in the enterprises of craft products in Guayaquil during the year 2020 the descriptive method was used to detail, analyze and collect the necessary information. To continue with the investigation, surveys were carried out to find out the influence of these platforms on the businesses of artisan products in the city of Guayaquil and interviews were also carried out with five entrepreneurs who started their business in that year. In the analysis of results, it was determined that 76% of the entrepreneurs belonged to the female gender, in this way it was determined that the digital marketing platform that was most used was Instagram with 58%, another factor that influenced the implementation of these platforms was the drop in sales with 53%. As well as it is also considered that 36% indicated that, the reason why they would maintain these digital marketing platforms would be for the ease of purchase for their customers. Finally, it was found that 78% of the enterprises obtained an advantage over their competitors by implementing these platforms. In conclusion, through these digital platforms, businesses have had to constantly innovate and adapt to the new needs of their customers.