Social networks as a marketing leverage strategy in managerial processes

Abstract

The purpose of the article is focused on examining social networks as a marketing leverage strategy in managerial processes. For the proposed purposes, a qualitative, documentary research is carried out, using the interpretive method with a bibliographic design. As search sources, books, institutional repositories, databases, articles, graduate works and doctoral theses have been explored. The findings make it clear that social networks as a marketing strategy constitute an instrument that enhances the managerial processes developed in business organizations. Finally, it is shown that at the level of profitability, social networks are considered communication, advertising and sales channels, therefore, assertiveness in their use, benefits the achievement of the proposed objectives, and also facilitates reaching the goals formulated.