Articles
DOI DOI: 10.62441/actainnovations.v63i.1088

USE OF SOCIAL MEDIA IN SMES AND ITS IMPACT ON PERCEIVED SALES

Stalin Gorky Pazmiño Arellano1
  1. 1 Universidad de las Fuerzas Armadas ESPE, Quito, Ecuador.

Abstract

Introduction: Digital transformation has forced small and medium enterprises (SMEs) to rethink their communication and business models, and in that process, social media has gained relevance as an accessible channel to strengthen visibility, relationships, and brand positioning. However, its effect on sales does not occur automatically. Objective: To analyze how the use of social media influences the perceived sales of SMEs and what factors modulate that relationship. Methodology: A multidisciplinary Systematic Literature Review (SLR) was conducted, guided by the PRISMA 2020 protocol and structured with the PICO framework; the search was carried out in Scopus, Web of Science (WOS), Dimensions.ai, Scielo, and Latindex 2.0, in Spanish and English, and was complemented with the snowball technique. Results: The evidence showed a positive relationship between the use of social media and perceived sales, although with unequal magnitude depending on the strategy, sector, geographical context, and organizational capacity. The best results were observed when the digital presence was articulated with relevant content, segmentation, professional management, and brand building. Furthermore, brand image (branding) and consumer engagement acted as relevant mediators, while training barriers, low digital sophistication, and cybersecurity risks limited commercial exploitation, especially within Latin American contexts such as Ecuador.

How to Cite

Arellano, S. G. P. (2026). USE OF SOCIAL MEDIA IN SMES AND ITS IMPACT ON PERCEIVED SALES. ACTA INNOVATIONS, 63, 154–167. https://doi.org/10.62441/actainnovations.v63i.1088
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