Abstract

ZURITA-MEZQUITA, Efraín Canaán; BERTTOLINI-DIAZ, Gilda María  and  BARROSO-TANOIRA, Francisco Gerardo. Social networks in micro, small and medium enterprises. Rev cuba cienc informat [online]. 2021, vol.15, n.4, pp. 141-163.  Epub Dec 01, 2021. ISSN 2227-1899.

Globalization, Internet as a means for commercial interaction and information and communication technologies as business tools, have benefited companies to break down barriers and carry out commercial activities around the world. These elements have favored the appearance of different digital media to communicate the company's strategies and be in constant contact with the client. This document has the objective of evaluating the state of the question of social networks in MSMEs, through the theorization, conceptualization and schematization of the subject. The scope is descriptive using work and document review through theoretical methods: historical-logical and analysis-synthesis. As relevant results, it was found that there is an evolution in the use and application of social networks which, from being a means to communicate information, have become an essential tool for interacting with the client and obtain data for marketing decisions, where the consumer becomes a user and provider of information that serves the company, likewise, the user has become a promoter of a brand through this virtual word-of-mouth communication. The invasion of privacy is an issue that companies need to address to protect their image and build trust in the customer. Finally, customer-company interaction in the digital environment is constant, and this is where MSMEs have space to use social networks as a means to position themselves, share, grow and develop in the market they serve.

Keywords : social networks; marketing strategies; Msmes; Internet; social media.

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