Social Media, Trust, and Purchase Intention in Microenterprises in Ecuador

Abstract

This study analyzes how social media interaction influences brand trust and purchase intention among consumers of Ecuadorian microenterprises. A quantitative methodology using structural equation modeling (PLS-SEM) was applied using digital surveys administered to a non-probability sample. The results reveal that digital interaction exerts a positive and significant effect on both trust and purchase intention, validating the three hypotheses proposed. The model demonstrated adequate reliability, validity, and predictive capacity. It is concluded that social media is a key strategic tool for strengthening ties with consumers and fostering conversion, even in low-income contexts. These findings offer theoretical contributions and practical recommendations for digital marketing in microenterprises in emerging economies such as Ecuador.