The importance of social networks in MSMEs in times of Covid-19: case Study Orizaba, Veracruz México

Abstract

As a result of the COVID-19 pandemic, the world suffered great repercussions in different areas, developing countries were the most affected, the case of Mexico was no exception; various companies found it necessary to close definitively and others entered the technological era. Taking the previous context as background, the interest arises to carry out a study that shows the importance of social networks in Micro, Small and Medium Enterprises (MSMEs), being an important factor to be able to compete in a global market where information technologies and communications (ICT) are an essential tool for the operation of a company. The objective of the research is to analyze how the economic units of the Orizaba region, Veracruz, Mexico uses social networks. The type of research is quantitative, descriptive and transversal, an online questionnaire was applied to 78 companies. The results show a growth in sales of those who have been using social networks for 2 to 3 years to promote their business and/or product, the most used network is Facebook and the main use is for the promotion of a product or service.