Digital media and its influence on the positioning of ventures in the Yaguachi Canton Municipal Market

Authors

DOI:

https://doi.org/10.53591/mjb1e728

Keywords:

marketing strategies, advertising, digital media, Yaguachi municipal market

Abstract

Digital media serve as key, up-to-date resources that facilitate the transmission of information and address societal needs. Consequently, a study was conducted to analyze the effectiveness and influence of digital media on the market positioning of small businesses located in the municipal market of Yaguachi Canton, in Ecuador’s Guayas Province. A quantitative, descriptive methodological approach was adopted, involving data processing and a survey of 382 users. Key survey findings revealed a shortfall in user visits to the municipal market—due to factors hindering sales growth—highlighting an urgent need for municipal authorities to intervene by improving infrastructure and implementing marketing strategies to promote the market for the benefit of both entrepreneurs and the community.

Downloads

Download data is not yet available.

Author Biographies

  • Alex Carlos Rendón Alín, University of Guayaquil

    RESEARCH TEACHER AT THE UNIVERSITY OF GUAYAQUIL 

    FACULTY OF SOCIAL COMMUNICATION

    ADVERTISING CAREER

    13 YEARS IN THE FIELD OF TEACHING, PROFESSOR AT UNIVERSITIES SUCH AS BUSINESS TECHNOLOGICAL UNIVERSITY OF GUAYAQUIL, ECOTEC UNIVERSITY, UNIVERSITY OF GUAYAQUIL. GRADUATED FROM THE DOCTORATE OF DESIGN FROM THE UNIVERSITY OF PALERMO ARGENTINA AND MORE THAN 15 YEARS OF EXPERIENCE IN THE WORK FIELD OF SALES, MARKET RESEARCH, MARKETING, MULTINATIONAL SUCH AS COCA COLA, PEPSI, TESALIA SPRING COMPANY AMONG OTHERS.

     

  • Julia Mercedes Zeas Olaya Zeas Olaya, University of Guayaquil

     

     

References

Aramendia, G. (2020). Fundamentos de comunicación y publicidad. Elearning, SL.

Arosa, C. C., & Chica, M. J. (2020). La innovación en el paradigma del marketing relacional. Estudios Gerenciales, 36(154), 114 - 122. Obtenido de http://www.scielo.org.co/pdf/eg/v36n154/0123-5923-eg-36-154-114.pdf

Ávila, A. E. (2021). La evolución del concepto emprendimiento y su relación con la innovación y el conocimiento. Revista Investigación y Negocios, 14(23), 32 - 48. Obtenido de http://www.scielo.org.bo/pdf/riyn/v14n23/2521-2737-riyn-14-23-32.pdf

Baque, V. L., Viteri, I. A., Álvarez, G. K., & Izquierdo, M. M. (2020). Plan de negocio para emprendimientos de los actores y organizaciones de economía popular y solidaria. Revista Universidad y Sociedad, 12(4), 120-125. Obtenido de http://scielo.sld.cu/pdf/rus/v12n4/2218-3620-rus-12-04-120.pdf

Benítez, G. M., Martínez, J. P., Margalina, V. M., & Valencia, N. E. (2020). Análisis de la estructura de mercado de las sociedades de la cadena productiva de calzado en Ecuador. Economía: teoría y práctica, 28(52), 99 - 120. Obtenido de https://www.scielo.org.mx/pdf/etp/n52/2448-7481-etp-52-99.pdf

Constitución de la República del Ecuador . (13 de julio de 2011). Constitución de la República del Ecuador . Obtenido de https://www.oas.org/juridico/pdfs/mesicic4_ecu_const.pdf

Coral, D. J. (17 de febrero de 2021). Repositorio Digital de la Universidad Técnica del Norte . Obtenido de https://repositorio.utn.edu.ec/bitstream/123456789/10914/2/05%20FECYT%203742%20TRABAJO%20GRADO.pdf

Portada de la revista científica Scripta Mundi No.10, Universidad de Guayaquil

Downloads

Published

2026-07-31

Issue

Vol. 5 No. 2 (2026): Digital communication, disinformation, advertising, and transmedia storytelling

Section

Artículos

Categories

License

Copyright (c) 2026 Scripta Mundi

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

How to Cite

Rendón Alín, A. C., Vargas Holguín, M., Zeas Olaya, J. M. Z. O., & Malla Encarnación, G. F. (2026). Digital media and its influence on the positioning of ventures in the Yaguachi Canton Municipal Market. Scripta Mundi, 5(2), 169-181. https://doi.org/10.53591/mjb1e728