Effectiveness of social
media marketing for local brands
Efectividad del marketing en
redes sociales para marcas locales
Byron Oviedo-Bayas[*]
Emma Mendoza-Vargas
Cristian G. Zambrano-Vega
Pamela Guevara-Torres
ABSTRACT
This
article examines the effectiveness of social media marketing applied to local
Ecuadorian brands, particularly those managed by small and medium-sized
enterprises (SMEs). Using a mixed methodology, which integrated surveys to
companies, interviews with experts and analysis of digital metrics, we explored
the predominant platforms, content formats with greater capacity for
interaction and the impact of strategies such as the use of influencers and
targeted advertising. The results showed that platforms such as Facebook and
WhatsApp Business dominate the digital ecosystem of SMEs due to their
accessibility and penetration. Likewise, audiovisual content, especially in
video format and ephemeral publications, presented the highest levels of
engagement. Notably, collaboration with local micro-influencers showed superior
profitability compared to figures with greater reach, by generating more
authentic relationships with the target audience. On the other hand, although
investment in paid advertising increased visibility and sales, its
effectiveness was conditioned by content saturation and users' growing
indifference to intrusive ads. The research highlights the importance of
aligning digital strategies with local culture and consumer behaviors,
emphasizing authenticity, proximity and adaptability as fundamental pillars of
success in contexts of limited resources and high digital competition. This
study provides practical tools and empirical evidence for the optimization of
digital campaigns in emerging markets, such as Ecuador.
Keywords:
Engagement, microinfluencers, audiovisual content,
paid advertising, local culture.
RESUMEN
Este
artículo examina la eficacia del marketing en redes sociales aplicado a marcas
locales ecuatorianas, particularmente aquellas gestionadas por pequeñas y
medianas empresas (PYMES). Mediante una metodología mixta, que integró
encuestas a empresas, entrevistas a expertos y análisis de métricas digitales,
se exploraron las plataformas predominantes, los formatos de contenido con
mayor capacidad de interacción y el impacto de estrategias como el uso de
influencers y la publicidad segmentada. Los resultados evidenciaron que
plataformas como Facebook y WhatsApp Business dominan el ecosistema digital de
las PYMES debido a su accesibilidad y penetración. Asimismo, el contenido
audiovisual, especialmente en formato de video y publicaciones efímeras,
presentó los niveles más altos de engagement. De manera destacada, la
colaboración con microinfluencers locales demostró una rentabilidad superior
frente a figuras con mayor alcance, al generar relaciones más auténticas con el
público objetivo. Por otro lado, si bien la inversión en publicidad paga
incrementó la visibilidad y las ventas, su eficacia resultó condicionada por la
saturación de contenidos y la creciente indiferencia de los usuarios frente a
anuncios intrusivos. La investigación pone en evidencia la importancia de
alinear las estrategias digitales con la cultura local y los comportamientos
del consumidor, enfatizando la autenticidad, la cercanía y la adaptabilidad
como pilares fundamentales del éxito en contextos de recursos limitados y alta
competencia digital. Este estudio aporta herramientas prácticas y evidencia
empírica para la optimización de campañas digitales en mercados emergentes,
como el ecuatoriano.
Palabras
clave: Engagement, microinfluencers, contenido audiovisual,
publicidad paga, cultura local.
INTRODUCTION
Social media marketing has emerged as a fundamental
strategic tool for local brands in Ecuador, in a context characterized by
accelerated digitization and sustained growth in access to digital platforms.
According to recent figures from the National Institute of Statistics and
Census (INEC, 2023), approximately 78% of the Ecuadorian population has access
to the internet, and within this group, 92% use social media on a daily basis,
with Facebook, WhatsApp, Instagram, and TikTok being the most popular platforms.
This environment has led small and medium-sized enterprises (SMEs) to
progressively venture into digital marketing as a way to achieve positioning,
loyalty, and competitiveness in an increasingly saturated and globalized
market.
Internationally, several studies have documented the
benefits of social media marketing in improving brand visibility, consumer
loyalty, and sales conversion (Ebrahim, 2020; Kotler et al., 2021). However,
transferring these strategies to emerging contexts such as Ecuador requires
critical analysis, given the existence of particular structural conditions.
These include limited budgets for digital advertising, a shortage of
specialized personnel, and high competition for consumer attention, often
dominated by large corporations with greater access to algorithms and
technological resources (Maridueña Ganchozo, 2024).
Ecuadorian consumer behavior also presents relevant
peculiarities for the design of digital strategies. Research such as that of
Pinargote et al. (2022) has pointed out that the national audience tends to
value authentic, relatable, and culturally significant content over visually
sophisticated but impersonal campaigns. This preference translates into a
greater emotional and behavioral response to brands that manage to incorporate
elements of the local imagination, such as regional humor, everyday life, or community
identity, into their digital narrative. Likewise, variables such as
communication tone and the degree of direct interaction with the audience have
a significant impact on engagement levels (Pletikosa & Michahelles, 2013).
In terms of platform selection, the evidence points to
a different logic compared to developed markets. While Instagram or LinkedIn
tend to be priorities for B2B and B2C strategies in countries in the global
north, in Ecuador, SMEs show a marked preference for Facebook and WhatsApp
Business, motivated by their wide penetration and low costs (Mera-Plaza et al.,
2022). For its part, TikTok has experienced exponential growth of 150% in
active users between 2021 and 2023, positioning it as a key platform for connecting
with young audiences. However, its adoption by businesses is still in its
infancy, partly due to the challenges involved in producing dynamic and
audiovisual content.
Despite the potential offered by social media, most
local brands fail to fully capitalize on its benefits. Ugsha and López (2025)
found that more than 65% of SMEs in the Calderón parish of Quito do not have a
defined digital strategy, and only 28% perform systematic metric analysis to
optimize their campaigns. This phenomenon is consistent with international
studies that warn that a lack of monitoring and evaluation is one of the main
causes of poor performance in digital actions (Chaffey & Ellis-Chadwick, 2019).
In addition, overexposure to promotional content has generated a defensive
response in users, reflected in what has been termed “selective blindness”
toward generic ads (Hernández-Méndez & Muñoz-Leiva, 2019).
Within this landscape, the use of micro-influencers,
understood as figures with fewer than 50,000 followers but with a strong
connection to specific niches, has gained relevance due to their ability to
generate trust and authenticity. Breves et al. (2021) argue that the parasocial
relationships established with these figures can significantly increase digital
persuasion, especially when they align with the values and aspirations of the
target audience. This strategy is particularly useful in contexts where the
emotional bond between brand and consumer is decisive, as is the case in the
Ecuadorian market. Similarly, advances in technologies such as artificial
intelligence for content personalization are beginning to influence campaign
design, although their incorporation in Ecuador is still in its early stages
(Chang & Chimchay, 2023).
The importance of this research lies in the fact that
there are still few studies that comprehensively and contextually address the
reality of Ecuadorian SMEs. Analyzing this phenomenon from a mixed perspective
and with an emphasis on sociocultural variables allows us not only to identify
which strategies are most effective, but also to understand why they work in an
environment characterized by limited resources, strong digital competition, and
consumers with specific cultural preferences. This approach contributes to
filling a gap in Ecuadorian and Latin American literature and provides a
framework for analysis that guides local brands in optimizing their digital
presence and strengthening their competitiveness.
In this vein, this research aims to identify the
factors that condition the effectiveness of social media marketing in local
Ecuadorian brands, taking into account both quantitative variables (type of
platform, content format, engagement) and qualitative variables (perception of
authenticity, cultural relevance, trust). Through a mixed methodological
design, the aim is to offer empirical evidence and practical guidance for
optimizing the use of these digital tools in resource-limited environments,
thus contributing to strengthening the competitiveness of SMEs in the national
digital ecosystem.
MATERIALS
AND METHODS
This study is part of a mixed methodological approach
of a descriptive and correlational nature, with exploratory elements, designed
to analyze in depth the effectiveness of social media marketing strategies
implemented by local brands in Ecuador. The choice of a mixed approach responds
to the need to capture both quantifiable dimensions of the phenomenon, such as
engagement metrics and publication frequency, and qualitative aspects related
to the perception, authenticity, and cultural relevance of the content
disseminated. This comprehensive approach makes it possible not only to measure
statistical relationships between key variables, but also to interpret the
social and communicative meanings underlying digital interaction between brands
and consumers.
The quantitative phase consisted of administering a
structured survey to a sample of 150 small and medium-sized enterprises (SMEs)
from different economic sectors, including food, retail, services, and local
businesses. The sample was selected using stratified sampling by region and
industry type, with the aim of ensuring broad geographical and sectoral
representation within Ecuador. The questionnaire included closed questions
about the digital platforms used, the type of content disseminated, the frequency
of publication, the resources allocated to paid advertising, and the metrics
obtained in terms of interactions (likes, comments, shares, and views). The
internal reliability of the instrument was evaluated using Cronbach's alpha
coefficient, obtaining a value that confirms the consistency of the items and
the validity of the questionnaire for measuring the variables proposed. The
data were coded and processed using SPSS version 27 software, allowing the
calculation of measures of central tendency (mean, median), dispersion
(standard deviation), and the execution of Spearman and Pearson correlation
tests to evaluate the relationship between independent variables such as
advertising investment and dependent variables such as engagement.
At the same time, a qualitative phase was designed to
deepen the understanding of the practices, challenges, and perceptions
associated with the use of digital marketing on social media. To this end, 20
semi-structured interviews were conducted with key players: local business
owners, digital marketing specialists, and content managers of SMEs with an
active presence on social media platforms. The interviews were recorded and
transcribed for subsequent analysis using the thematic coding method. This procedure
made it possible to identify recurring categories such as content authenticity,
audience interaction, cultural adaptation, budget constraints, use of
influencers, and consumer resistance to advertising. The emerging categories
were contrasted with the quantitative findings to consolidate the internal
validity of the results through methodological triangulation.
Case analysis was incorporated as an additional tool
within the qualitative component. Paradigmatic experiences of local brands with
high and low digital performance were intentionally selected in order to study
in detail the factors determining the success or failure of their strategies.
These units of analysis made it possible to examine, for example, how
communication tone influences the perception of authenticity, how elements of
local cultural identity are integrated into the brand narrative, and what role
relationships with micro-influencers or content creators with low reach but a
high level of emotional connection with the audience play. Targeted content
analysis was used to treat these cases, contrasting empirical data with
theoretical frameworks proposed by authors such as Aaker (2010) on brand
identity construction, and Breves et al. (2021) in relation to the effect of
parasocial relationships in digital contexts.
In terms of statistical treatment, in addition to the
correlation tests already mentioned, multiple linear regression models were
developed to identify the relative weight of different explanatory variables
such as content type, platform used, or publication frequency on the perceived
effectiveness of campaigns, measured in terms of return on investment (ROI) and
interaction metrics. Statistical significance levels (p < 0.05) were
established to ensure rigor in the interpretation of the results, and the internal
consistency of the measurement instruments was evaluated using Cronbach's alpha
coefficient. Meanwhile, analysis of variance (ANOVA) was applied to identify
significant differences between economic sectors, which made it possible to
determine whether certain industries perform better on social media, depending
on their nature and consumer profile.
The secondary data used in this research came from
reliable and up-to-date sources, including reports from the National Institute
of Statistics and Censuses (INEC, 2023), databases from social platforms such
as Facebook Insights and TikTok Analytics, as well as indexed scientific
literature that provides relevant background information on consumer digital
behavior in Latin American contexts. The document review also served to
identify knowledge gaps and contrast the local situation with international trends,
thus reinforcing the comparative nature of the study.
The methodological choice, based on the paradigm of
critical realism, sought to balance the objectivity of quantifiable data with
an in-depth interpretation of the social phenomena involved in digital
marketing. In this way, an approach consistent with the objectives established
in the introduction to the study was achieved, which emphasize the need to
understand not only which strategies work, but also why they do so in certain
sociocultural contexts.
The methodology adopted provides a solid and
multidimensional framework for evaluating the effectiveness of social media
marketing from a contextualized, integrative, and scientifically grounded
perspective, combining precise measurement with analytical sensitivity to the
complexity of the Ecuadorian digital environment.
RESULTS
The first finding was obtained by processing the
responses to a survey administered to 150 small and medium-sized enterprises in
different regions of Ecuador. The questions were designed to identify the
digital platforms most frequently used for marketing activities, such as
promotional publications, customer service, and content dissemination. The
information collected was processed in SPSS, where absolute and relative
frequencies were calculated to determine the prevalence of use by platform,
providing a clear picture of the technological preferences of SMEs and their
alignment with digital consumption trends in the Ecuadorian context.
The data show a significant dominance of Facebook and
WhatsApp Business as the preferred platforms for Ecuadorian SMEs. This pattern
can be explained by the high penetration of both platforms in the country,
their accessibility, and their ease of managing direct interactions with
customers. Instagram occupies an intermediate position, suggesting moderate
adoption associated with the requirement for more elaborate visual content.
TikTok, despite its growth, still has low business adoption, while LinkedIn remains
a platform with limited use for marketing purposes among SMEs.
These results coincide with the findings of Mera-Plaza
et al. (2022), who noted that Facebook and WhatsApp are positioned as the most
accessible and functional digital tools for businesses with limited budgets.
However, this pattern differs from that reported by Smith et al. (2012), who
highlighted Instagram and LinkedIn as priority channels for B2B and B2C
strategies in developed economies. This confirms the need to contextualize
strategic decisions according to local digital behavior and habits, as also argued
by Coral et al. (2023). Consequently, the choice of platforms responds not only
to global trends, but also to the ability of each medium to integrate into the
cultural and commercial practices of the environment, making Facebook and
WhatsApp Business key channels for maximizing the reach and interaction of
Ecuadorian SMEs.
2. Relationship between content type and engagement
level
The second finding was generated from the analysis of
120 digital campaigns executed by the SMEs surveyed. Content types were
classified into four main categories: videos, images, text, and ephemeral posts
such as Instagram and Facebook stories. These formats were then correlated with
three engagement metrics: number of likes, comments, and shares. Spearman's
correlation coefficient was applied for this purpose.
Videos emerged as the content format with the greatest
ability to generate interactions on social media, with high and significant
correlation coefficients in the three metrics evaluated. Ephemeral stories also
demonstrated a positive influence, especially on likes and comments. In
contrast, text-only content showed a weak correlation, suggesting its limited
effectiveness in fostering engagement on platforms geared toward visual
stimulation and immediacy.
These results corroborate the findings of Pletikosa
& Michahelles (2013), who showed that visual content has greater potential
to encourage user participation. In the Ecuadorian context, this preference for
videos and visual elements can be explained by the search for authentic and
emotionally resonant content, as suggested by Pinargote et al. (2022). The use
of ephemeral stories, by generating a sense of urgency and exclusivity, is also
in line with the new dynamics of rapid consumption of digital content, widely
documented in contemporary literature (Ebrahim, 2020).
In this sense, statistically reliable evidence
confirms that prioritizing audiovisual formats, especially videos and temporary
posts, is a decisive factor in increasing audience interaction on social media.
The high correlation found supports the need for SMEs to orient their content
production toward short, dynamic, and culturally relevant pieces capable of
capturing attention in the first few seconds of exposure and generating an
immediate emotional connection with the user. This orientation not only optimizes
engagement but also enhances organic reach.
3. Effectiveness of local influencer marketing
For this section, 30 campaigns carried out by SMEs
using both micro-influencers (fewer than 50,000 followers) and
macro-influencers (more than 100,000 followers) were analyzed. Data was
collected on return on investment (ROI), customer trust perception, and
associated costs per campaign. In addition, interviews were conducted with
entrepreneurs who hired these services, seeking to explore the perceived value
of each type of influencer.
Campaigns with micro-influencers generated a
significantly higher ROI and were also perceived as more trustworthy by
consumers. This suggests that in emerging markets such as Ecuador, where
interpersonal relationships and trust are highly valued, marketing with niche
figures is more effective than partnerships with wide-reaching influencers. The
lower associated cost also improves its viability for SMEs.
This finding is in line with Breves et al. (2021), who
emphasize that micro-influencers, by developing more intimate parasocial
relationships with their followers, generate a perception of superior
authenticity, which enhances their persuasive influence. In the Ecuadorian
context, this dynamic is particularly relevant due to the cultural and social
proximity between the influencer and their audience, an aspect also highlighted
by Aaker (2010) in his theory of authentic brand building. Furthermore, Maridueña
Ganchozo's (2024) premise on the need for cost-effective strategies in
low-resource environments is validated.
In this context, for Ecuadorian SMEs, collaboration
with micro-influencers not only represents one of the most profitable
investments, but also constitutes a high-impact strategy for building
sustainable bonds of trust with the target audience. The combination of lower
cost, greater credibility, and cultural affinity generated by this strategy
makes influencers an essential strategic resource for differentiation in highly
competitive markets.
4. Impact of investment in paid advertising on sales
and engagement
This result was constructed from statistical analysis
using multiple linear regression, in which the amount invested in paid
advertising (ads on Facebook and Instagram) was taken as the independent
variable, while the dependent variables were monthly sales and engagement
metrics (likes, comments, and shares). Control variables such as company size
and economic sector were included to avoid bias. The data were processed with
SPSS v.27, using standardized beta coefficients (β)
and adjusted R² to explain the variance.
The results reveal that investment in paid advertising
has a positive and statistically significant effect on the increase in monthly
sales (β = 0.45) and digital engagement (β
= 0.38). However, the coefficient of determination R² indicates that about
38%–46% of the variability in the results is not explained solely by
advertising expenditure, suggesting the existence of other moderating factors
such as content quality, audience segmentation, and the platform chosen. These
results support the usefulness of paid campaigns, although they warn of their
limited self-sufficiency if they are not integrated with organic strategies.
The results reveal that paid advertising should be conceived as a complement to
organic strategies and not as a substitute in order to maximize its return and
impact on engagement.
This finding is in line with Chaffey &
Ellis-Chadwick (2019), who argue that paid advertising is an effective tool in
competitive digital environments, but that its performance depends on an
adequate segmentation strategy and message creativity. It also relates to the
warning by Hernández-Méndez & Muñoz-Leiva (2019) about advertising
saturation on social media, a phenomenon that can reduce the impact of ads due
to the development of “selective blindness” on the part of users. In the
Ecuadorian context, where audiences value authenticity and direct interaction,
this risk is amplified, so it is recommended that paid campaigns be accompanied
by culturally relevant and emotionally resonant content.
The results also coincide with trends observed in
other emerging markets in Latin America, where, as Rodas and Sandoval (2023)
point out, paid advertising can generate high initial reach, but its sustained
effectiveness is limited when it is not accompanied by organic content and
strategies aimed at audience loyalty.
CONCLUSIONS
The results of this research allow us to conclude that
the effectiveness of social media marketing in the context of local Ecuadorian
brands depends on a complex interaction between technological, economic, and
sociocultural factors. Far from responding to universal formulas, successful
strategies are those that manage to adapt to the realities of the local
environment, especially in terms of the platforms used, the content formats
selected, and the way brands establish links with their audience.
One of the key findings was the high preference for
platforms such as Facebook and WhatsApp Business among Ecuadorian SMEs,
motivated by their low cost and ease of use. These networks not only allow
direct and personalized communication with customers, but also facilitate the
distribution of content with high reach without requiring high investments.
Although platforms such as TikTok show sustained growth, their integration is
still partial, which represents a strategic opportunity for brands that want to
connect with youth segments through emerging audiovisual formats.
The evidence obtained also highlights the superiority
of audiovisual content, particularly videos and ephemeral stories, in terms of
engagement, reinforcing the need to produce more dynamic, brief, and culturally
relevant messages. This trend responds to the evolution of consumers' digital
behavior, who value authenticity, emotion, and local connection over excessive
technical professionalism.
In this sense, campaigns with micro-influencers are
positioned as a highly effective tactic, not only because of their economic
profitability, but also because of their ability to build trust through genuine
parasocial relationships. ROI figures and perceived credibility among the
public validate this strategy as a viable and recommendable alternative for
brands with limited resources seeking to differentiate themselves in a
saturated market.
Finally, investment in paid advertising proved useful
in increasing both engagement and sales. However, its effectiveness is
conditional on proper planning, avoiding advertising saturation that can cause
user indifference. Consequently, brands must adopt a balanced approach that
combines paid tools with organic strategies based on knowledge of the cultural
environment, intelligent segmentation, and the creation of relational value.
This study reaffirms that the effectiveness of digital
marketing is not based solely on technical mastery of platforms, but on a deep
understanding of the consumer, the territory, and the culture in which each
brand operates.
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* Msc. Universidad Técnica Estatal de Quevedo, Facultad de Posgrado, boviedo@uteq.edu.ec, https://orcid.org/0000-0002-5366-5917
Msc. Universidad
Técnica Estatal de Quevedo, Facultad de Ciencias Empresariales, emendoza@uteq.edu.ec, https://orcid.org/0000-0002-0220-4328
Msc. Universidad
Técnica Estatal de Quevedo, Facultad Ciencias de la Ingeniería, czambrano@uteq.edu.ec, https://orcid.org/0000-0001-8568-8024
Msc. Universidad
Técnica Estatal de Quevedo, Facultad de Educación, pguevarat@uteq.edu.ec, https://orcid.org/0000-0001-7863-8678