Abstract

SAMPEDRO GUAMAN, Carlos Roberto; PALMA RIVERA, Diego Paul; MACHUCA VIVAR, Silvio Amable  and  ARROBO LAPO, Estalin Vladimir. Digital transformation of marketing in small and medium companies through social networks. Universidad y Sociedad [online]. 2021, vol.13, n.3, pp. 484-490.  Epub June 02, 2021. ISSN 2218-3620.

The way businesses relate to customers and global society has changed over time, and those that do not make use of internet marketing and social media have reduced recognition. The archaic ways in which businesses used to manage their marketing have led to a huge gap in their online sales and the many benefits they can offer. The revolution in the use of technology is currently fundamental for businesses, and there are several areas where this resource can be applied such as: decision making, teleworking, sales, among others; with this you have the opportunity to adapt your business operations and services efficiently. Companies leverage a combination of cutting-edge technologies to modernize legacy business operations and recognize and implement new opportunities from current models. The main objective was to analyze aspects related to the implication that social networks have on marketing in small and medium-sized companies in the city of Santo Domingo, this was developed based on the analytical-synthetic and inductive-deductive research modality, in addition to the use of techniques that allowed obtaining relevant information for its progress. It was determined that the most relevant economic activity is commerce and that the tertiary sector was one of the most affected by the quarantine; it was also determined that social communities helped to increase sales and that the most used is the company Facebook and its complementary networks.

Keywords : Social networks; digital transformation; e-commerce; internet sales.

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