Medios electrónicos y redes sociales en los emprendimientos comerciales como impulsores para la reactivación económica.

Abstract

Electronic media and social networks have become one of the most important digital resources for the commercialization of products and / or services, being used very frequently by entrepreneurs as drivers of their economic reactivation. In this sense, the objective of this work is to analyze the relationships between electronic media and social networks with enterprises, and the relationship of these three variables with economic reactivation. The research method is based on Structural Equation Modeling (SEM) and its analysis was carried out with the statistical program SmartPLS 3. For this, a structured questionnaire was applied aimed at entrepreneurs who carry out their activities in the main shopping centers of the city. city of Machala, where there are approximately 207 commercial enterprises. The sample was taken at convenience because the interviewees maintained the same characteristics, finally 100 entrepreneurs were interviewed. The main results show that the electronic media maintain a significant relationship with the enterprises and these with the economic reactivation. Regarding social networks, the study determines that their use is not significant in improving the performance of enterprises or economic reactivation. Concluding that electronic media are a tool of global significance, and that the relationships between the three variables analyzed do not affect economic reactivation.