Las redes sociales como herramienta de gestión empresarial en pequeñas empresas del centro de la parroquia de Cumbayá, Distrito Metropolitano de Quito, durante el período 2024-2025

Abstract

The research stems from the need to understand how these platforms serve as instruments to strengthen commercial presence, improve communication with customers, and expand business reach. To achieve this objective, an exploratory and descriptive design was applied, allowing for the identification of digital practices used by entrepreneurs, as well as the objectives they hope to achieve through their use. Furthermore, the study employed a field, non-experimental, and cross-sectional approach, complemented by surveys administered to the business sector. A sample of 50 businesses was selected using non-probability sampling, distributed among the service, commerce, construction, and manufacturing sectors. The results show that businesses use social media platforms like Facebook, Instagram, and TikTok to promote products, attract customers, and strengthen their brand positioning. While limitations exist due to a lack of knowledge, low investment, and insufficient content planning, those businesses that implement consistent strategies report greater visibility, increased sales, and improved communication with consumers. In conclusion, the effective use of social media is a key factor in the competitiveness and sustainability of small businesses, emphasizing the importance of organization, training, and consistent management. It is recommended that small businesses strengthen their digital training in social media management, content creation, and metrics analysis to increase their online visibility. It is also suggested that they take advantage of workshops, consulting services, and financial resources that facilitate planning and reduce the perception of difficulty.