Digital Transformation and Marketing in Commercial Microenterprises: A Study in the Canton of La Maná
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Abstract
This research article analyzes the impact of digital transformation and marketing on commercial microenterprises in the canton of La Maná, recognizing them as a fundamental pillar of the local economy. The objective of this study is to examine the degree of adoption of digital tools and marketing tactics among commercial microenterprises in the canton of La Maná. A mixed-methods approach was employed, combining a bibliographic review with descriptive field research. A questionnaire consisting of nine closed-ended Likert scale questions was administered online to a sample of 283 microenterprises, selected from a population of 1,063 registered in the 2023 INEC database, using Microsoft Forms. The data were analyzed using JASP software, and the reliability of the instrument was validated through Cronbach's Alpha. The findings indicate a moderate perception of the digital impact on microenterprises, with additional barriers identified in terms of financial resources, digital skills, and organizational capabilities. These factors affected the visibility, positioning, and adaptability of these businesses in a post-pandemic environment. It is inferred that digital change is not only a technological advancement but also a crucial cultural and strategic method for managing and connecting with the market. The research highlights the need for public policies and online education to enhance their long-term development.
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Diana Alexandra Quinatoa-Chicaiza, Universidad Técnica de Cotopaxi - Ecuador
https://orcid.org/0009-0004-5328-899X
Diana Alexandra Quinatoa Chicaiza is a third-year Business Administration student. She has prior training as a nursing assistant and holds certifications in financial education. She also has English language proficiency, certified at the B1 level. Her interest in research is evident from her participation in the 8th International Scientific Research Congress organized by the Technical University of Cotopaxi, which highlights her commitment to continuous learning and academic exploration across various fields.
Diana Milena Garcia-Estrada, Universidad Técnica de Cotopaxi - Ecuador
https://orcid.org/0009-0003-2103-2028
Diana Milena Garcia Estrada is a third-year Business Administration student with certified B1-level English proficiency. She also holds a certificate in Financial Education. She has actively participated in academic events, including the 8th International Scientific Research Congress organized by the Technical University of Cotopaxi. Her academic focus is on business development, with a special interest in microenterprise management and applied financial education.
Eduardo Fabricio Cabrera-Toscano, Universidad Técnica de Cotopaxi - Ecuador
https://orcid.org/0000-0001-9509-4449
A professional with a degree in Marketing and International Trade Engineering and a Master's in Business Administration from the Technical State University of Quevedo. He has extensive teaching experience in both secondary and higher education, focusing on subjects related to commerce and business administration. His career merges education with institutional management and business research, contributing to projects on digital transformation and business development.
Marilin Vanessa Albarrasin-Reinoso, Universidad Técnica de Cotopaxi - Ecuador
https://orcid.org/0000-0003-3498-7715
Professional with fourth-level education, holding a PhD in Management from the Central University of Venezuela, and Master’s degrees in Financial Management and University Teaching. She holds a Bachelor's degree in Business Engineering from the Technical University of Cotopaxi. She has extensive teaching experience in subjects such as administration, entrepreneurship, innovation, and strategic management at the Technical University of Cotopaxi. She has held academic leadership positions including Program Director, Planning Coordinator, and Business Engineering Coordinator. Her academic background is complemented by participation in certified academic activities and intellectual production focused on business management and higher education.
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