Redes sociales y establecimientos de alimentos y bebidas en Babahoyo: un análisis del impacto en ventas y competitividad

Abstract

This research focused on examining the impact of the strategic use of social media in food and beverage establishments in Babahoyo. During the period from December 2022 to March 2023, a study was conducted that combined quantitative and qualitative approaches to achieve its objectives. Surveys were conducted with 25 establishment owners, and observation sheets were applied to six selected establishments. Bibliographic sources were used to support the research. The research results revealed that Facebook and WhatsApp Business were the most commonly used social media platforms by owners of food and beverage establishments in Babahoyo, with a preference of 87.5% and 70.8%, respectively. The observation sheets demonstrated that some establishments achieved effective interaction on social media, while others performed poorly in this aspecto. One of the most significant findings was that the strategic use of social media had a positive impact on sales generation, with digital marketing strategies such as promotions and reviews contributing to increased demand for the establishments. However, a critical need for training in the effective use of social media by owners was identified, as some underutilized these platforms.