Evolución Del S-Commerce En Las Micro Y Pequeñas Empresas Comerciales De Guayaquil En Contextos De Pandemia
No hay miniatura disponible
Fecha
2022-03
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil: Facultad de Ciencias Administrativas
Resumen
La presente investigación propone el estudio de la evolución del s-commerce en las micro y pequeñas empresas comerciales de la ciudad de Guayaquil en contextos de la pandemia de Covid-19, especialmente en su período inicial, cuando las actividades económicas de los mercados globales, incluyendo al puerto principal de Ecuador tuvieron que enfrentaron por primera vez el reto de continuar las actividades productivas pese a la ralentización y limitaciones que supuso por un lado, el confinamiento y restricción de movilidad de la población y por otro lado, la imposición de aforo para atención al público en las empresas. Para esto, se plantean como objetivos establecer la fundamentación teórica y legal del social media commerce en el mercado de la ciudad de Guayaquil, evaluar su evolución, y formular las estrategias de social media marketing que podrían emplearse para maximizar los resultados de obtenidos por este importante sector económico. Para tal efecto, se plantea un estudio cuali-cuantitativo, de tipo exploratorio, descriptivo, documental y seccional, empleando técnicas como entrevistas a expertos y encuestas. En el último capítulo se presenta una propuesta de estrategias de marketing en redes sociales que podrían ser de utilidad a los micro y pequeños empresarios para lograr publicidad de mayor impacto en las plataformas digitales.
This research proposes the study of the evolution of s-commerce in micro and small commercial companies in the city of Guayaquil in the context of the Covid-19 pandemic, especially in its initial period, when the economic activities of global markets, including the main port of Ecuador, had to face for the first time the challenge of continuing productive activities despite the slowdown and limitations caused by, on the one hand, the confinement and restriction of mobility of the population and, on the other hand, the imposition of capacity for attention to the public in companies. For this, the objectives are to establish the theoretical and legal foundation of social media commerce in the market of the city of Guayaquil, evaluate its evolution, and formulate social media marketing strategies that could be used to maximize the results obtained by this important economic sector. For this purpose, a qualitative-quantitative study is proposed, of an exploratory, descriptive, documentary and sectional type, using techniques such as interviews with experts and surveys. The last chapter presents a proposal for marketing strategies in social networks that could be useful to micro and small entrepreneurs to achieve greater impact advertising on digital platforms.
This research proposes the study of the evolution of s-commerce in micro and small commercial companies in the city of Guayaquil in the context of the Covid-19 pandemic, especially in its initial period, when the economic activities of global markets, including the main port of Ecuador, had to face for the first time the challenge of continuing productive activities despite the slowdown and limitations caused by, on the one hand, the confinement and restriction of mobility of the population and, on the other hand, the imposition of capacity for attention to the public in companies. For this, the objectives are to establish the theoretical and legal foundation of social media commerce in the market of the city of Guayaquil, evaluate its evolution, and formulate social media marketing strategies that could be used to maximize the results obtained by this important economic sector. For this purpose, a qualitative-quantitative study is proposed, of an exploratory, descriptive, documentary and sectional type, using techniques such as interviews with experts and surveys. The last chapter presents a proposal for marketing strategies in social networks that could be useful to micro and small entrepreneurs to achieve greater impact advertising on digital platforms.
Descripción
pdf
Palabras clave
S-COMMERCE EN MICRO Y PEQUEÑAS EMPRESAS COMERCIALES, SOCIAL MEDIA MARKETING STRATEGIES.
Citación
APA