Estrategias de marketing digital para el desarrollo micro empresarial en la asociación Abdón Calderón del sector de la bahía de Guayaquil
Fecha
2021
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Universidad de Guayaquil, Facultad de Ciencias Administrativas
Resumen
El objetivo del presente estudio consistió en analizar las estrategias de marketing digital de los microempresarios de la Asociación "Abdón Calderón” del sector comercial en la Bahía de Guayaquil, con base en una metodología de enfoque cuantitativo y de tipo descriptivo, no experimental y transeccional. La población de estudio estuvo conformada por los 176 socios que integran la asociación. Para la obtención de la información, se utilizó la técnica de la encuesta a través de un cuestionario estructurado en 24 ítems, los cuales se dividieron en 3 secciones: datos generales, aspectos referentes a la microempresa y percepciones referentes a las situaciones que vive cada uno de los negocios. En base a los resultados, existe una idea generalizada que las redes sociales son medios de entretenimiento y, aunque reconocen el auge del comercio en línea, hay indicios de resistencia al cambio. Finalmente, se concluye que el no tomar en cuenta las herramientas de marketing digital, hace que los emprendedores de la asociación pierdan oportunidades de incrementar sus ventas y la cartera de clientes, por lo que urge en gran manera, buscar alternativas efectivas que ofrece el marketing digital para potenciar los negocios.
The objective of this study was to analyze the digital marketing strategies of the microentrepreneurs of the "Abdón Calderón" Association of the commercial sector in the Bay of Guayaquil, based on a methodology of quantitative and descriptive approach, not experimental and transactional. The study population was made up of the 176 members that make up the association.To obtain the information, the survey technique was used through a questionnaire structured in 24 items, which were divided into 3 sections: general data, aspects related to microenterprise and perceptions regarding the situations experienced by each of the businesses Based on the results, there is a general idea that social networks are means of entertainment and, although they recognize the rise of online commerce, there are indications of resistance to change.Finally, it is concluded that not taking into account digital marketing tools, makes the emp Association providers lose opportunities to increase their sales and client portfolio, so it is highly urgent to look for effective alternatives offered by digital marketing to boost business.
The objective of this study was to analyze the digital marketing strategies of the microentrepreneurs of the "Abdón Calderón" Association of the commercial sector in the Bay of Guayaquil, based on a methodology of quantitative and descriptive approach, not experimental and transactional. The study population was made up of the 176 members that make up the association.To obtain the information, the survey technique was used through a questionnaire structured in 24 items, which were divided into 3 sections: general data, aspects related to microenterprise and perceptions regarding the situations experienced by each of the businesses Based on the results, there is a general idea that social networks are means of entertainment and, although they recognize the rise of online commerce, there are indications of resistance to change.Finally, it is concluded that not taking into account digital marketing tools, makes the emp Association providers lose opportunities to increase their sales and client portfolio, so it is highly urgent to look for effective alternatives offered by digital marketing to boost business.
Descripción
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Palabras clave
MARKETING DIGITAL, ESTRATEGIA, REDES SOCIALES, MICROEMPRESA, ASOCIACIÓN
Citación
APA