Social Networks Influence in Business Profitability, case: Ecuadorian Retail Companies

Abstract

This work aims to analyze the influence level of social networks on business success, it has been developed through two research tools, the first tool consists of an observation chart towards social networks managed by the companies selected as the object study, whose analysis was performed based on four items: activity, community, visibility and interactivity; Regarding the second tool, the use of a Likert scale survey stands out, which has made it possible to know the perception of consumers concerning the use of social networks as an information tool for their purchasing trends. The instruments applied made it possible to determine that management in social networks does not represent a key point about business success, however, of the 5 companies analyzed, less than 50% manage social networks, allowing them to reject the hypothesis proposed, it means, that the management of social networks in a company does not affect significatively on its profits, there is a low frequency of publications in both companies, with higher profits, such as companies with negative profits considered in the study, however, the level of profits considered in both registers, has a significant difference.