SUSTAINABILITY IN ECUADOR'S BUSINESS SECTOR THROUGH THE USE OF SOCIAL NETWORKS AND THE OPTIMIZATION OF RESOURCES

Abstract

This article examines how social networks, integrated into resource optimization practices, contribute to the sustainability of the Ecuadorian business sector. Based on a systematized narrative review (2021–2025) of academic literature and institutional reports, three main pathways of impact are articulated: (I) sustainable marketing and communication that increase engagement and preference for responsible brands; (II) operational and supply chain efficiency through data analytics (including from social networks) and process dematerialization; and (III) alignment with national regulatory frameworks (LOECI 2021; ENECI 2024) and policies for MSMEs in LAC. Current statistics on digital adoption in Ecuador and a set of practical indicators (KPIs) to assess environmental, social and economic impacts are presented. The findings indicate that the strategic use of social networks, combined with digitalization and circularity, can improve sustainable performance and competitiveness, especially in MSMEs, although connectivity, capacities, and financing gaps persist. (World Bank, 2024; DataReportal, 2025; OECD/CAF/SELA, 2024; MAATE & MPCEIP, 2024; Amoah et al., 2023).