Uso de redes sociales en el desempeño de una pequeña empresa de calzado en Guayaquil.

Abstract

This study addresses the problem of how small footwear companies in Guayaquil face limitations in visibility, customer acquisition, and competitiveness against more established brands. It is based on the premise that the strategic use of social media can become a key tool for improving commercial and organizational performance. The overall objective was to analyze the impact of these platforms on a footwear company, supported by specific objectives aimed at reviewing the theoretical framework, conducting market research, and proposing applicable recommendations. The methodology used was a mixed approach, with surveys administered to 384 consumers and interviews with marketing, communications, and business management specialists. The results show that Instagram and TikTok stand out as the networks with the greatest reach for attracting young audiences, while Facebook remains relevant among broader audiences. It was found that 78.1% of respondents had seen footwear posts on social media, and that consistency, visual quality, and prompt response to inquiries were decisive factors in customer trust and loyalty. Based on these findings, the company is encouraged to strengthen its digital presence through a structured content plan, investment in targeted advertising, and the incorporation of credibility strategies such as reviews and testimonials. The conclusions highlight that the efficient use of social media contributes to the growth and positioning of small footwear companies, provided there is consistency between what is communicated and the actual customer experience.