USO DE REDES SOCIALES PARA EL DESARROLLO DE EMPRENDIMIENTOS LOCALES. ESTUDIO DE CASO SECTOR ALIMENTICIO

Abstract

This research seeks to validate the positive impact of social media in starting a business. This tool is helpful, especially for the entrepreneurs, for its broad reach and ease of distribution. A potential customer can be transformed thanks to this impact, becoming a real consumer, just for the impact of social media. This document describes social media and its environment, and defines them as a tool to help to reduce the risk of failure in new business. Especially useful at the first investment, due to low cost social media represent compared to traditional media. For this purpose, two case studies of projects were conducted in the artisan food sector in the city of Guayaquil, denoting an improvement in the profitability of such businesses with the help of social media. Additionally, consumers were consulted through a survey to determine the use and importance given to small food businesses through social media and the impact they have.