Resumen

AUCAY PIEDRA, Efrén  y  HERRERA TORRES, Priscilla. Level of use of social networks in the communication process in the micro and small sized enterprises of Cuenca. Retos [online]. 2017, vol.7, n.14, pp.81-98. ISSN 1390-8618.  https://doi.org/10.17163/ret.n14.2017.04.

The research was carried out in Cuenca, the third most important city of Ecuador. Its main objective is to analyze the level of use, the administration of social networks and mobile applications, in the communication and marketing processes in Micro and Small sized enterprises (MIPES). Due to the globalization of the Internet, it has meant that companies have to adapt to increasingly complex and competitive environments, creating value strategies to meet a new style of demanders, influenced by publications in different virtual media. Consumers are increasingly informed, and it has repercussions in a more demanding society of comfort. It is a quantitative research, and the sample was taken from the Micro and Small enterprises of the city. For the collection of information, a survey was implemented. Then, an instrument was applied to selected establishments. The measurement constructs were validated using the Cronbach’s alpha. The results show a low level of adoption of social networks in the microenterprise and a medium level in the small company. Additionally, it has been observed that establishments that use social networks and mobile applications for communication and marketing activities, it is not fully exploited, due to many factors such as: the lack of knowledge about the use and administration of social networks, it is deemed necessary, and the lack of trust and credibility among others.

Palabras clave : Social networks; mobile apps; communication; marketing; micro and small sized enterprises.

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