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ABSTRACT
The research was based on an analysis of the weak positioning of apparel businesses in Babahoyo, due to the limited use of digital communication strategies, which prevents local businesses and brands from competing in the market. A mixed qualitative-quantitative research methodology was used to obtain information from various sources. The information was collected through surveys of a random sample of 382 individuals from the Babahoyo Economically Active Population (EAP) and 50 apparel businesses located in the urban area of ??the canton in 2024. A checklist was also used to review the businesses' existing digital content on websites, social media, YouTube channels, and other platforms. The results demonstrated a weak positioning of local businesses compared to businesses from national chains competing in Babahoyo. The fact that the chains constantly apply digital communication strategies to maintain or expand their positioning is considered an important differentiator.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
