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Sigcha Onofre , Adriana Carolina
Digital Marketing Strategies for the Growth and Sustainability of Social Enterprises in Ecuador
2026
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Álvarez Sánchez, Ana
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Sigcha Onofre , Adriana Carolina
This study analyzes the influence of digital marketing strategies on the growth and sustainability of social enterprises in Ecuador, focusing on variables such as increased sales, social outreach, and customer loyalty. A mixed-method approach was used, with a descriptive-correlational design, applied to a sample of 100 active enterprises during 2022–2023 that have a social or environmental impact and use digital tools. Data collection included surveys, interviews, and document review, analyzed using statistical software and thematic coding. Facebook (88%), Instagram (79%), and WhatsApp Business (67%) are the most used platforms, while TikTok and websites show lower adoption. About 58% publish at least three times per week, although some maintain irregular activity, affecting reach and customer retention. The most common strategies are educational posts, testimonials, and storytelling, with a focus on organic content due to budget limitations; only 21% use paid advertising. Around 62% reported an increase in sales, and 55% reported a geographical expansion of their audience. A positive correlation was confirmed (r = 0.59, p < 0.01) between digital planning and performance. Only 18% feel fully digitally skilled, and 61% require training. The main barriers include lack of time, financial constraints, and connectivity issues, particularly in rural areas. Additionally, there is a need to improve technical support and tailor digital strategies to maximize results. In conclusion, digital marketing is an effective tool to boost social enterprises in Ecuador, but strengthening digital capabilities and improving technological access through public policies and training is essential. Longitudinal studies are recommended to assess long-term impact and to promote multisectoral alliances that support digital inclusion. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.