Digital communication and promotion of rural female entrepreneurship in Manabí, Ecuador
Keywords:
Digital communication, rural entrepreneurship, strategy, businessAbstract
Traditionally, entrepreneurship has had shortcomings in terms of the application of digital communication as a low-cost strategy for the dissemination of business models, as well as the products and services offered by rural female entrepreneurship. Although it has been established that, in the province of Manabí, rural entrepreneurship in general occupies an important segment within economic activities, it is notable that a percentage of these businesses are not sustainable over time, which is associated with the lack of an organizational culture of business administration, including in this topic the absence of digital communication strategies, which are currently the most opportune way to connect entrepreneurs and clients. Therefore, the present degree work aims to establish the effect of digital communication in the promotion of rural female entrepreneurship in Manabí, Ecuador. Regarding the methodological design, the descriptive method will be used with a quantitative approach; To do this, surveys will be applied to rural entrepreneurs in the province of Manabí. The purpose of the survey is to find out if these enterprises use digital communication media to promote and disseminate their businesses. The results generated in the research instrument will make it possible to know if rural female entrepreneurs in the province use digital media to promote and disseminate their business models. In addition, it will be possible to identify the role of digital communication media as strategies for promoting rural female entrepreneurship.
Keywords: Digital communication, rural entrepreneurship, strategy, business.
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