Influencia de las redes sociales en la competitividad de las PYMES del sector de servicios de capacitación de Guayaquil.

Abstract

The purpose of this study is to determine the influence of social networks on the competitiveness of small and medium enterprises in the training services sector of Guayaquil through the analysis of dynamic capabilities, market orientation and entrepreneurial orientation, and the effect on performance business when the intensity of use of social network is high. The sample was attended by 92 companies of the sector. For the purposes of the study, a multiple correlation analysis was carried out to determine the intensity of use of social networks, followed by a correlational analysis between dynamic capabilities and business performance. The results showed that only 14% of companies have a high use of social networks. In addition, a positive relationship was found between the variables that make up the model when the intensity of use of social networks is not taken into account. Finally, an increase in the correlation coefficient between the variables was observed when companies have a high intensity of use of social network, showing an effect generated by the influence of social networks.