Marketing and Social Networks as an Opportunity for Microenterprise Growth: A Case Study

Abstract

The aim of this work was to evaluate the effect of a digital marketing campaign on sales of a mezcal production microenterprise located in the municipality of Ocotlán de Morelos, Oaxaca State. Once the social network is selected, a campaign with a duration of 4 months was implemented (from September to December 2018). Our findings show that sales increased by 43.64%, compared to the same period in the previous year. However, if the sales obtained are compared with respect to the previous four month period, an increase of 48.22% is observed. It is concluded that the digital marketing strategy, had a positive effect on the sales of the mezcal production microenterprise.