Estrategias de internacionalización digital : cómo las marcas ecuatorianas pueden posicionarse globalmente a través del marketing en redes sociales.

Abstract

In the following research, the relationship between the application of digital marketing on digital platforms and the level of internationalization of small and medium-sized Ecuadorian companies in the chocolate sector during the period 2020–2024 is analyzed. A quantitative method was adopted, with a descriptive-correlational scope and a non-experimental cross-sectional design. The sample of 50 SMEs was selected through purposive sampling, considering their digital activity and international projection. A digital marketing index was developed based on posting frequency, type of content, interaction, and use of paid advertising, as well as a digital internationalization index. Through non-parametric statistical tests, a significant association between both variables was identified, demonstrating that a strategic and professional management of social media is associated with higher levels of projection and positioning in international markets.