Análisis del uso de las redes sociales como medio alternativo de promoción para las Pymes del sector comercial en la ciudad de Cuenca, en Facebook

Abstract

This research work seeks to determine whether the use of the social network Facebook contributes to the promotion of Small and Medium Enterprises (SMEs) in Cuenca as an alternative means for the promotion of both communication and Digital Marketing. At present, these last two fields constitute an essential element for advertising promotion in a world marked by the New Information and Communication Technologies (ICTs). It is in this framework where this research is developed, emphasizing the digital era and its connotations. To this end, the methodological techniques of observation and monitoring of the Fanpage of the most representative SMEs in the city were applied. Furthermore, the interview with experts and the survey to potential customers were utilized to determine the effectiveness and interactivity of this social network in Digital Marketing. Although the use of Facebook as a tool for promotion is identified, there is a deficit in the use of the potentialities offered by this social network, as well as the lack of confidence of part of the business sector of the city.