<?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>S2218-36202021000300484</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Transformación digital de la comercialización en las pequeñas y medianas empresas a través de redes sociales]]></article-title>
<article-title xml:lang="en"><![CDATA[Digital transformation of marketing in small and medium companies through social networks]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sampedro Guamán]]></surname>
<given-names><![CDATA[Carlos Roberto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Palma Rivera]]></surname>
<given-names><![CDATA[Diego Paul]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Machuca Vivar]]></surname>
<given-names><![CDATA[Silvio Amable]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Arrobo Lapo]]></surname>
<given-names><![CDATA[Estalin Vladimir]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Regional Autónoma de Los Andes  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<volume>13</volume>
<numero>3</numero>
<fpage>484</fpage>
<lpage>490</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202021000300484&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202021000300484&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202021000300484&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN La forma en que las empresas se relacionan con los clientes y con la sociedad global, ha diferido con el tiempo; y aquellas que no hacen uso del marketing por internet y las redes sociales, han reducido su reconocimiento. Las arcaicas maneras en que los negocios manejaban su mercadeo han provocado un gran desfase en sus ventas online y los muchos beneficios que estas pueden ofrecer. La revolución en el uso de la tecnología actualmente es fundamental para los negocios, se pueden encontrar varios ámbitos donde se aplica este recurso tales como: la toma de decisiones, teletrabajo, ventas, entre otros; con ello se tiene la oportunidad de adaptar sus operaciones comerciales y servicios de manera eficiente. Las compañías aprovechan una combinación de tecnologías de vanguardia para modernizar las operaciones comerciales heredadas y reconocer e implementar nuevas oportunidades de modelos actuales. El objetivo principal fue analizar aspectos relacionados con la implicación que tienen las redes sociales en la comercialización en pequeñas y medianas empresas de la ciudad de Santo Domingo, esta fue desarrollada con base en la modalidad de investigación analítica-sintética e inductivo-deductivo, además del uso de técnicas que permitieron obtener información relevante para su avance. Se pudo determinar que la actividad económica más relevante es el comercio y que el sector terciario fue uno de los más afectados por la cuarentena; así también, se determinó que las comunidades sociales ayudaron a incrementar las ventas y que la más utilizada es la empresa Facebook y sus redes complementarias.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT 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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Redes sociales]]></kwd>
<kwd lng="es"><![CDATA[transformación digital]]></kwd>
<kwd lng="es"><![CDATA[comercio electrónico]]></kwd>
<kwd lng="es"><![CDATA[ventas en internet]]></kwd>
<kwd lng="en"><![CDATA[Social networks]]></kwd>
<kwd lng="en"><![CDATA[digital transformation]]></kwd>
<kwd lng="en"><![CDATA[e-commerce]]></kwd>
<kwd lng="en"><![CDATA[internet sales]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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