Marketing Social y Comunicación digital, una perspectiva desde el contexto latinoamericano: Artículo de investigación

Fidel Ricardo Chiriboga-Mendoza; Rossana Haidee Cedeño-García; Enrique Cristóbal Zambrano-Pilay

Authors

Chiriboga-Mendoza Fidel Ricardo Universidad Laica Eloy Alfaro de Manabí (ULEAM). Manta, Ecuador.
Cedeño-García Rossana Haidee Universidad Laica Eloy Alfaro de Manabí (ULEAM). Manta, Ecuador.
Zambrano-Pilay Enrique Cristóbal Universidad Laica Eloy Alfaro de Manabí (ULEAM). Manta, Ecuador.

Keywords:

social marketing, digital communication, ICT, business

Abstract

Today, social marketing is an derived from marketing that has gained great importance in contemporary societies, mainly due to its nature, which is focused on finding sustainable solutions to certain latent problems in current societies, such as the creation of ecological awareness and other issues that concern contemporary social strata. On the other hand, the development and invention of new information and communication technologies (ICT) and ultimately the growing digital communication make it possible for social marketing to expand into new areas. Consequently, small and medium-sized companies can use social marketing more efficiently through digital communication, streamlining the processes of selling products or services with characteristics aimed at solving the issues of the social collective.

Keywords: social marketing, digital communication, ICT, business.

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