Publicidad pagada en redes sociales (Facebook e Instagram) por las pequeñas panaderías de la zona urbana en la ciudad de Cuenca: ¿Un gasto o una inversión?

Abstract

The advance of information and communication technologies, as well as globalization have made possible the development of marketing tools that help companies to make themselves known in the market, being one of these the social networks that today are available to almost anyone and at a cost well below the large advertising campaigns used by large companies; resulting attractive for small enterprises. For this reason, it has been necessary to study the perspective that these small enterprises located in the urban area of Cuenca have regarding "if the payment for advertising in social networks is considered as an unnecessary expense or an investment for their business". For this purpose, within the quantitative research design, a structured survey was applied to 87 owners (sample) of bakeries registered in MIPRO until 2022. To analyze the results, the SPSS statistical tool was used to test the hypotheses proposed through tests such as chi-square, correlations, cross tables, T-tests and frequencies, finding as the main finding that 75% of the bakeries that have an account or page on a social network consider it an unnecessary expense to pay for advertising on social networks because the income they receive is not representative and what matters most is the quality of the bread and the service offered to customers.