<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202022000500248</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Relación vinculante entre estrategias de marketing digital y el fracaso de las PYMES. Caso de estudio Guayaquil]]></article-title>
<article-title xml:lang="en"><![CDATA[Binding relationship between digital marketing strategies and the failure of SMES. Guayaquil case study]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Peñate Santana]]></surname>
<given-names><![CDATA[Yaimara]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Guayaquil  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>10</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>10</month>
<year>2022</year>
</pub-date>
<volume>14</volume>
<numero>5</numero>
<fpage>248</fpage>
<lpage>255</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202022000500248&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202022000500248&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202022000500248&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Las pymes día a día enfrentan diversos desafíos para operar, en los que el uso de estrategias de marketing digital ha sido determinante para garantizar su éxito o fracaso. Este estudio analizó la percepción de empresarios ecuatorianos sobre el rol de estas estrategias en el fracaso de sus negocios. La investigación fue exploratoria-descriptiva; mediante una encuesta aplicada a una muestra no probabilística de 21 empresarios. Los resultados demostraron que, el uso de las estrategias digitales como medio de publicidad y promoción es casi nulo. El medio más utilizado ha sido las redes sociales (WhatsApp y Facebook) y las promociones se basaron en ofertas y muestras gratis. El comercio electrónico tampoco fue un canal muy utilizado, a pesar de que se reconoce el beneficio de las páginas web para alcanzar un mayor alcance y atraer nuevos clientes. En correspondencia, la inversión en este tipo de estrategias fue casi nula, igual que el uso de métricas para dar seguimiento a las mismas. Por último, los empresarios coincidieron en que el escaso uso del marketing digital no tuvo influencia en el cierre de sus negocios, opinión que contradice los resultados de otras investigaciones.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT Every day, SMEs face various challenges to operate, in which the use of digital marketing strategies has been crucial to ensure their success or failure. This study analyzed the perception of Ecuadorian entrepreneurs on the role of these strategies in the failure of their businesses. The research was exploratory-descriptive; through a survey applied to a non-probabilistic sample of 21 entrepreneurs. The results showed that the use of digital strategies as a means of advertising and promotion is almost null. The most used medium has been social networks (whatsapp and Facebook) and promotions were based on offers and free samples. E-commerce was not a widely used channel either, despite the fact that the benefit of web pages to achieve a greater reach and attract new customers is recognized. Correspondingly, investment in this type of strategy was almost nil, as was the use of metrics to track them. Finally, the entrepreneurs agreed that the limited use of digital marketing had no influence on the closure of their businesses, an opinion that contradicts the results of other research.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Marketing digital]]></kwd>
<kwd lng="es"><![CDATA[Fracaso empresarial]]></kwd>
<kwd lng="es"><![CDATA[Pymes ecuatorianas]]></kwd>
<kwd lng="es"><![CDATA[Supervivencia empresarial]]></kwd>
<kwd lng="en"><![CDATA[Digital marketing]]></kwd>
<kwd lng="en"><![CDATA[Business failure]]></kwd>
<kwd lng="en"><![CDATA[Ecuadorian SMEs]]></kwd>
<kwd lng="en"><![CDATA[Business survival]]></kwd>
</kwd-group>
</article-meta>
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