La base de datos usuario-clientes de las redes sociales como estrategia de mercadotecnia.

Abstract

The purpose of this research is to promote the development of business competitive advantages, in relation to strategic marketing in social networks, so it was proposed as an objective in this research to analyze the user-customer databases of social networks in the implementation of marketing strategy in the city of Machala. The methodology applied was exploratory and descriptive with a quantitative approach based on 12 key indicators that allowed analyzing the perception of 320 SMEs. The survey was applied as a data collection instrument, through the google form platform with multiple choice questions, whose reliability is validated by Cronbach's Alpha, data that were analyzed and interpreted through correlation methods in the IBM SPSS-27 statistical program to identify the main variables such as social networks, customer user databases from marketing strategies. It is concluded that through the engagement that produces the databases of social networks, SMEs develop marketing strategy to users-customers which allows marketing products in all markets of the world.