Development of competitive strategies through social media

  • Carlos Mario Flores Lázaro Universidad Juárez Autónoma de Tabasco
  • Ana Bertha Vidal Fócil Universidad Juárez Autónoma de Tabasco
  • Candelaria Vázquez Ramos Universidad Juárez Autónoma de Tabasco
Keywords: Social Media, Websites, Small and Medium-Sized Enterprises

Abstract

This research analyzes the strategic use of Information and Communication Technologies (ICT), specifically social media and websites, in small and medium-sized enterprises (SMEs) located in the municipalities of Cunduacán, Comalcalco, Tabasco. The main objective is to identify how these digital tools influence organizational competitiveness, visibility, and sustainability.

Using a quantitative approach and a non-experimental design, a structured questionnaire was administered to a representative sample of local businesses. The operationalization of variables included dimensions such as ICT adoption, digital positioning, technological barriers, and perceived impact. The results are expected to show a significant relationship between the use of ICT and business performance, while also identifying common limitations such as lack of training, infrastructure, or strategic vision. The findings may be useful for entrepreneurs, educational institutions, and regional development agencies interested in promoting the digital transformation of this key sector for the local economy.

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Published
2025-07-10
How to Cite
Flores Lázaro, C. M., Vidal Fócil, A. B., & Vázquez Ramos, C. (2025, July 10). Development of competitive strategies through social media. Journal of Tourism and Heritage Research, 8(1), 129-136. Retrieved from https://jthr.es/index.php/journal/article/view/677
Issue
Vol 8 No 1 (2025): Journal of Tourism and Heritage Research
Section
Artículos
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