Impact of Sustainable Business Growth in Ecuador through the Use of Social Networks for the Promotion and Marketing of Ecuadorian Cocoa to the European Union

Abstract

Ecuadorian cocoa is widely recognized for its quality and its potential as an export product to demanding international markets, such as the European Union (EU). This study analyzes the impact of sustainable business growth in Ecuador, focusing on the strategic use of social networks as a channel for the promotion and commercialization of cocoa to the EU. Through a qualitative-descriptive approach, good practices of cocoa companies that integrate digital strategies and sustainability in their business model were identified. The results show that social media increases the visibility of Ecuadorian cocoa, fosters brand building, and facilitates business partnerships with European importers committed to fair trade and sustainability. It is concluded that digital transformation combined with sustainability principles constitutes an effective way to consolidate the positioning of Ecuadorian cocoa in international markets.