THE ROLE OF DIGITAL COMMUNICATION IN THE TRANSFORMATION OF TRADITIONAL BUSINESSES INTO DIGITAL ONES IN THE JIPIJAPA CANTON
Keywords:
digital marketing, e-commerce, social media, business innovation, market competitiveness, technological transformationAbstract
DOI: https://doi.org/10.46296/yc.v10i19.0951
Abstract
Digitalization has brought about significant changes in how companies conduct their business activities, forcing traditional businesses to adapt to new technological contexts in order to remain competitive. In this scenario, digital communication has become a key tool for interacting with customers, promoting services and products, and expanding markets through digital platforms. This research aimed to analyze the role of digital communication in the transformation of traditional businesses to digital ones in the Jipijapa canton. The methodology employed was quantitative, descriptive, and field-based. Surveys were conducted with owners and managers of local businesses selected through non-probability sampling. To determine the most important digital communication practices and their impact on the company's digitalization process, the collected data were analyzed using descriptive statistical methods. The results showed that most companies have adopted digital tools, including messaging applications, social networks, and e-commerce platforms, with the goal of optimizing their communication with customers and improving their market position. It was also determined that the implementation of digital communication strategies helped improve sales procedures, attract new customers, and increase market visibility. It is concluded that digital communication plays an essential role in the transition of traditional businesses toward more sustainable and competitive digital models.
Keywords: digital marketing, e-commerce, social media, business innovation, market competitiveness, technological transformation.
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