Organizational learning in digital marketing in micro and small enterprises.

Abstract

Micro and small enterprises (MSEs) are important to the country's economy, but they face constant changes and must adapt their way of working to remain in the market. Today, digital marketing allows them to be recognized, offer services, and be contacted. The objective is to find out what MSEs have learned about digital marketing. A survey was conducted; the research was quantitative and descriptive. Of 180 surveys received, 128 answered that the most used social network is WhatsApp, and 106 answered that Facebook, Instagram, and TikTok. This question was multiple-choice. It is concluded that the use of social media among MSEs is increasing, but they are still learning about digital marketing.