Impact of Social Networks on Sales in the Textile Sector in Santo Domingo, Ecuador.

Abstract

Social networks have become key tools for companies, facilitating the promotion and dissemination of products in the market. These commercial tactics have improved the connection between companies and their consumers. The objective of this research was to evaluate the impact of social networks on sales in the textile sector in Santo Domingo, Ecuador. A mixed study was conducted combining surveys and data tabulation, which allowed obtaining reliable and descriptive information. Using a finite sample formula, 108 SMEs in the textile trade in Santo Domingo were considered. The findings indicated that Instagram is the most used social network, followed by WhatsApp, TikTok and Facebook, evidencing its positive effect on increasing sales, customer relations and brand popularity.