Análisis del marketing digital y su incidencia en el éxito de las empresas emprendedoras.

Abstract

At present, Ecuador occupies the first place in terms of entrepreneurship, but there are also many entrepreneurs who fail because they do not know the market they should focus on, their direct competition, or the digital tools that exist nowadays. Therefore, a review of the literature was made based on entrepreneurship and digital marketing in order to find the relationship between them. It also shows some concepts of the types of ventures that digital marketing that will help define the type of marketing is coupled to the company, the strategies that should be used, which social networks are the most convenient depending on the sector in which it is located and the digital tools with which you can better organize time. A chi-square test was carried out in which 601 companies of the Superintendence of Companies were taken as a sample that show that there are several entrepreneurial companies that are managed through these media which have been successful. Finally, it was obtained as a result that networks such as Instagram, Twitter, LinkedIn and Web pages are not associated with the success of the venture, however the use of Facebook if it is related, for that reason, the null hypothesis is rejected; that is, that the analysis of digital marketing is related to the success of entrepreneurial companies since this social network that has more than 2271 users is used by most companies.