Social media as a means of communication and marketing in neighborhood stores, Guayaquil
Luisa María Herrera Rivas,
Maria Tamara Ortiz Luzuriaga,
Karla Maribel Ortiz Chimbo
et al.
Abstract:The Covid-19 pandemic has negatively impacted the commercial context of neighborhood stores, uncovering a regrettable change in consumer behavior when purchasing goods or services. This study focuses on how digital communication tools can improve the marketing strategies of neighborhood stores located in northern Guayaquil. A descriptive study was conducted using both qualitative and quantitative methods, surveying merchants and consumers in the Alborada, Vergeles and Paraíso de la Flor sectors. The target pop… Show more
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