Análisis del impacto del marketing digital en la gestión de las micro y pequeñas empresas panificadoras del sector La Tola, D.M. Quito en el período 2024 - 2025

Abstract

This academic research was conducted with the general objective of analyzing how digital marketing influences the management of micro and small bakery businesses in the La Tola sector, within the Metropolitan District of Quito, during the 2024–2025 period. Addressing the sector's urgent need for modernization, this study explored the integration of new technologies into traditional commercial management. Methodologically, a mixed-methods approach was applied, combining quantitative and qualitative analysis, defined by a descriptive-correlational scope and a non-experimental, cross-sectional design. The most relevant results reveal an 87.5% rate of technological adoption, dominated by the use of high-visual-impact social media platforms such as TikTok and Facebook. Regarding management, a positive impact was demonstrated, as 71.9% reported a tangible increase in sales and 93.8% confirmed the investment's profitability. However, critical gaps were identified: management remains predominantly empirical and is hindered by a lack of time and training, resulting in the neglect of deep customer loyalty strategies. It is concluded that, while digital marketing drives immediate revenue and brand visibility, its potential to ensure long-term sustainability is limited by operational informality. Therefore, it is essential to professionalize these practices through technical training and automation, transforming digital presence into a strategic tool for business competitiveness and growth.