The Impact of Information Technology on the Profitability of SMEs in Ecuador
DOI:
https://doi.org/10.53591/strategos.v6i1.3403Palabras clave:
Digital marketing, Information technology, Small and medium-sized enterprises, Social MediaResumen
This study evaluated the impact of investment in social networks on the return on investment (ROI) in Ecuadorian companies, considering the economic sector and the size of the company. Through a quantitative methodology, 384 companies were analyzed using descriptive statistics, ANOVA tests and linear regression. The results showed that the relationship between investment and ROI is weak and not significant (R² = 0.00734), suggesting that other factors, such as the quality of advertising strategies, could be more determinant. Medium and small companies in the commerce sector presented the highest ROIs, while micro-enterprises stood out in the service sector, reflecting their ability to optimize resources. However, the high variability in investments and returns indicates a lack of standardization in digital strategies. Assumption checks confirmed the validity of the statistical analysis, although the included variables explained only a small fraction of the ROI variation. It is concluded that companies must improve their digital strategies through training, adoption of advanced technologies and differentiation by sector. This is consistent with the literature reviewed, which highlights the importance of campaign segmentation and optimization to maximize ROI. This study offers recommendations for Ecuadorian companies to strengthen their competitiveness in the digital environment.
Descargas
Referencias
Interactive Symbol Marketing Agency. (2024, June 11). Digital Marketing Statistics in Ecuador 2024. Marketing agency in Medellín, Bogotá, Panama, Miami, Ecuador. https://www.simbolointeractivo.com/estadisticas-de-marketing-digital-en-ecuador/
Almestarihi, R., Ahmad, A., Frangieh, R., Abu-AlSondos, I., Nser, K., & Ziani, A. (2024). Measuring the ROI of paid advertising campaigns in digital marketing and its effect on business profitability. Uncertain Supply Chain Management, 12(2), 1275-1284.
Andrei, F., & Veltri, G. A. (2024). Social influence in the darknet market: The impact of product descriptions on cocaine sales. International Journal of Drug Policy, 124, 104328.
Aridor, G., & Che, Y.-K. (2024). Privacy Regulation and Targeted Advertising: Evidence from Apple's App Tracking Transparency. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4717752
Bajaj, R., Ali Syed, A., & Singh, S. (2024). Analysing applications of neuromarketing in efficacy of programmatic advertising. Journal of Consumer Behaviour, 23(2), 939-958. https://doi.org/10.1002/cb.2249
Birim, S., Kazancoglu, I., Mangla, S. K., Kahraman, A., & Kazancoglu, Y. (2024). The derived demand for advertising expenses and implications on sustainability: A comparative study using deep learning and traditional machine learning methods. Annals of Operations Research, 339(1-2), 131-161. https://doi.org/10.1007/s10479-021-04429-x
Cheratian, I., Goltabar, S., Gholipour, H. F., & Farzanegan, M. R. (2024). Finance and sales growth at the firms level in Iran: Does type of spending matter? Research in International Business and Finance, 67, 102142.
Dunford, E. K., Kelly, B., & Jones, A. (2024). Could Google Help Curb Online Advertising of Unhealthy Foods to US Children? American Journal of Preventive Medicine, 66(1), 64-72.
Fang, H., Yu, L., & Zhang, Z. (2024). Promoting consumer returns in closed-loop supply chains under cap-and-trade regulation: A cooperative recycling advertising perspective. Journal of Cleaner Production, 436, 140584.
Hariyanto, D. (2024). THE EFFECTIVENESS OF TIK-TOK BUZZ MARKETING IN INCREASING SALES OF BAKSO MASROY SURABAYA. International Journal of Economic Integration and Regional Competitiveness, 1(7), 20-35.
Henriksen, L., Andersen-Rodgers, E., Voelker, D. H., Johnson, T. O., & Schleicher, N. C. (2024). Evaluations of compliance with California's first tobacco sales bans and tobacco marketing in restricted and cross-border stores. Nicotine and Tobacco Research, ntae043.
INEC. (2021). National Survey of Employment, Unemployment and Underemployment 2021 (p. 43). https://www.ecuadorencifras.gob.ec/documentos/web-inec/EMPLEO/2021/Trimestre-enero-marzo-2021/Trimestral%20enero-marzo%202021_Mercado_Laboral.pdf
Lambrecht, A., Tucker, C., & Zhang, X. (2024). TV Advertising and Online Sales: A Case Study of Intertemporal Substitution Effects for an Online Travel Platform. Journal of Marketing Research, 61(2), 248-270. https://doi.org/10.1177/00222437231180171
Sahabuddin, R., Rauf, D. I., Putri, S. G., Nurlina, N., Muchtar, M. F., Ilmi, H. N., & Sulfikar, M. F. (2024). The ability to analyze the latest market trends in increasing sales in MSMEs Bouqetcru. Journal of Management Science (JMAS), 7(1), 328-332.
Sulistyaningsih, E., Murti, W., & Ratnasih, C. (2024). Analysis of E-Marketing Strategy and Business Innovation in Optimizing Improvement of Service Quality and Its Effect on MSME Income. ADI Journal on Recent Innovation, 5(2), 155-167.
Wang, L., Li, W., & Zheng, Y. (2024). Does the advertising of plant‐based burgers attract meat consumers? The influence of new product advertising on consumer responses. Agribusiness, 40(3), 680-698. https://doi.org/10.1002/agr.21916
Yang, J., Zhang, J., & Zhang, Y. (2024). Engagement That Sells: Influencer Video Advertising on TikTok. Marketing Science, mksc.2021.0107. https://doi.org/10.1287/mksc.2021.0107
Yenipazarli, A. (2024). Strategic incentives for comparative advertising investments in non-zero-sum competition and economic consequences. European Journal of Operational Research, 312(3), 1059-1073.
Zhou, C., Zhao, Y., Cao, J., Shen, Y., Cui, X., & Cheng, C. (2024). Optimizing Search Advertising Strategies: Integrating Reinforcement Learning with Generalized Second-Price Auctions for Enhanced Ad Ranking and Bidding (arXiv:2405.13381). arXiv. https://doi.org/10.48550/arXiv.2405.13381
Zouaoui, R., & Hamdi, R. (2024). The Impact of Online Advertising on Store Visiting: Saudi Arabia. https://essuir.sumdu.edu.ua/handle/123456789/94991
Publicado
Número
Sección
Categorías
Licencia
Derechos de autor 2026 Revista Internacional de Estudios en Ciencias Administrativas STRATEGOS
Esta obra está bajo una licencia internacional Creative Commons Atribución-SinDerivadas 4.0.
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.
Los autores que publican en esta revista aceptan las siguientes condiciones:
Los autores conservan los derechos de autor y otorgan a la revista el derecho de primera publicación, y la obra se licencia simultáneamente bajo la licencia Creative Commons No Comercial, Sin Obras Derivadas, Atribución 4.0. Internacional (CC BY-NC-ND 4.0.), que permite a otros compartir la obra siempre que se reconozca su autoría y su publicación inicial en esta revista.
Los autores pueden establecer acuerdos contractuales adicionales por separado para la distribución no exclusiva de la versión publicada de la obra en la revista (por ejemplo, publicarla en un repositorio institucional o en un libro), siempre que se reconozca su publicación inicial en esta revista.
Se permite y se anima a los autores a publicar su trabajo en línea (por ejemplo, en repositorios institucionales o en su sitio web) antes y durante el proceso de envío, ya que esto puede generar intercambios productivos, así como una citación más temprana y mayor de la obra publicada (véase El efecto del acceso abierto).
Política de Preservación Digital
La revista STRATEGOS garantiza la preservación digital de sus contenidos a largo plazo mediante las siguientes estrategias:
-
Almacenamiento en servidores institucionales de la Universidad de Guayaquil con respaldos automáticos y control de versiones.
-
Participación en la red de preservación PKP Preservation Network (PKP PN), la cual permite el archivado en múltiples repositorios distribuidos a nivel internacional.
-
Utilización del protocolo LOCKSS (Lots of Copies Keep Stuff Safe) como sistema de respaldo descentralizado para asegurar el acceso continuo a los contenidos.
-
Todos los artículos se almacenan en formatos abiertos (PDF/A) y con metadatos compatibles con estándares internacionales (Dublin Core).
Estas acciones aseguran que los artículos publicados estarán disponibles para lectura, descarga y preservación incluso si la revista deja de operar en el futuro.
