LA HEGEMONÍA EN LOS MEDIOS DIGITALES COMO FORTALEZA TECNOLÓGICA EN LAS EMPRESAS MIPYME EN GUAYAQUIL

Abstract

Digital media as a technological strength in Mipyme companies in Guayaquil, is an issue where companies seek innovation in the media for Internet users, which allow profitability with the use of e-Marketing, e-commerce and e- mail. The problem is reflected in the limited internet management culture for carrying out the main actions for payment of service and interactive commerce, despite the fact that users have multiplied in network management, it is considered that one of the drawbacks is usually the lack of adequate computer security standards, the objective is to determine the hegemony of social networks in the promotion and advertising of brands aimed at consumers, evaluating the interest of Internet users when describing a brand through the Internet. With promotion and advertising, in addition to the proactive use of digital media. The methodology is exploratory and descriptive in nature, with a qualitative and quantitative approach using research tools such as observation, interview and surveys that allow observing innovation in digital media to reach the conclusion that there are varieties of actions to reach the client to through social networks.