Virtual communication channels in the PYMES in the province of Cotopaxi

Abstract

Introduction: the role of virtual communication channels in PYMES has become increasingly significant within organizations. This research aims to highlight the positive impact of these channels in today´s business environment and advocate for their implementation within organizations. However, there are challenges to this adoption, as not everyone is familiar with the use of technology. Objective: The purpose of this study was to evaluate the use and adaptation of virtual communication channels in PYMES in the province of Cotopaxi. Methodology: The study carried out uses a combined investigation using the methodology of a quantitative approach, descriptive and cross-sectional level, to investigate the integration of virtual communication channels in SMEs in the Province of Cotopaxi, using questionnaires, the population considered were collaborators and owners, statistically analyzing the data to identify trends and correlations. Results: The finding were obtained structured surveys targeted at PYMES in the province of Cotopaxi. The surveys provide quantitative data on the use of virtual channels, platforms, and social networks, while also offering a qualitative context of the participants. Statistical analysis was conducted to identify key percentages and trends. Conclusion: The different PYMES investigated in Cotopaxi demonstrate that they face challenges when adopting virtual communication channels due to traditional, economic, and constant updating barriers, considering that these channels allow a strengthening of innovation and dissemination of information, constant training is recommended. of the personnel in charge of the promotion and dissemination of products offered by the companies. Specific area of ​​study: Communication. Type of study: Original article.