Sigcha Onofre , Adriana Carolina
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Sigcha Onofre , Adriana Carolina
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Quito

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Digital Marketing Strategies for the Growth and Sustainability of Social Enterprises in Ecuador

2026 , Álvarez Sánchez, Ana , 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.

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Social Innovation and Legal Strategies to Boost Entrepreneurship Among Women in Vulnerable Situations

2026 , Álvarez Sánchez, Ana , Estrada Murillo, Erlin Ricardo , Sigcha Onofre , Adriana Carolina

The main objective of this study was to analyze how legal knowledge and social innovation influence the growth and sustainability of these women-led ventures, considering individual and structural factors that affect their performance. A mixed method approach with a descriptive and exploratory design was employed, based on surveys conducted with 120 female entrepreneurs and 15 semi-structured interviews with experts in law and social innovation. The primary evaluation criterion was the level of entrepreneurial growth, measured through income and community outreach, in relation to legal knowledge and social innovation. Statistical analysis (SPSS) and qualitative thematic analysis (NVivo) were used. A positive correlation was found between legal knowledge and growth (r = 0.56, p < 0.001), and an even stronger one with social innovation (r = 0.62, p < 0.001). Entrepreneurs who applied legal strategies and innovative practices reported higher levels of business sustainability. The interviews reinforced these findings, highlighting the need for legal advice and collaborative networks as key enablers. Furthermore, the study revealed that limited access to financial resources, lack of adequate training, and structural gender inequalities further deepen the challenges faced by these women. The study demonstrates that the synergy between legal strategies and social innovation significantly drives the development of vulnerable women’s enterprises. It is recommended to strengthen public policies aimed at providing free legal support, simplifying administrative procedures, and promoting collaborative practices. Future research should consider a longitudinal approach to evaluate sustainable long-term impacts, as well as explore the role of digitalization and access to technology in the expansion of these ventures. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

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