La influencia del marketing digital en la estrategia de internacionalización de marca de productos ecuatorianos.

Abstract

The main purpose of this research is to analyze the relationship between digital marketing on META and the international positioning of Ecuadorian brands, with the aim of identifying how proper digital implementation can become a decisive factor for business growth. A mixed approach was adopted, analyzing academic articles and statistical data from international organizations along with semi-structured interviews. The analysis of variables related to the adoption of META shows that the entry of brands into the platform initially responded more to a general trend than to a defined marketing strategy. A proposal was developed consisting of strategies aimed at improving international reach and increasing the conversion rate on the META platform. These actions are intended to optimize the use of Instagram and Facebook as promotion channels, integrate actions to link e-commerce with the META platform, and develop culturally adapted content in companies seeking internationalization.