IMPORTANCIA DE LA REPUTACION ONLINE PARA UNA PYME

Abstract

Framed in the field of research "innovative strategies for family businesses and SMEs", this research aims to determine the impact of online reputation in the commercial positioning of an SME in Guayaquil today. The project uses a qualitative approach and is based on the case study of the clothing store Fulgore, which employs online strategies to communicate and develop its brand. This method, as stated in the reviewed literature, has its influence on the income of the business. In the Fulgore case, the research examines the information published in their online channels and the interaction with their audience. From the analysis of these two aspects, which were monitored during the month of March, the project reflects the importance of generating online reputation as a market positioning strategy for a SME and to develop brand value.