Impact of Marketing on the Use of Social Networks on Innovation, Customer Satisfaction and Growth of Fast Food Companies in the Municipality of Tota, Boyacá

Abstract

Digital transformation has renewed business dynamics, especially in highly competitive sectors such as fast food. This study analyzes the impact of the use of social networks on innovation, customer satisfaction and the growth of fast food companies in the municipality of Tota, Boyacá. With a quantitative and descriptive approach, a questionnaire was applied to 30 companies to measure the adoption of digital strategies, interaction with customers and the effect on operational and commercial management. The results reveal that most companies use social networks as a driver of innovation and to adapt to change, in addition to attracting customers through 100% relevant content. Digital campaigns increase visibility and sales, while order management and staff training have been optimized thanks to these platforms. The role of authentic communication and the promotion of organizational well-being in sustaining growth is also highlighted. It is concluded that social networks are indispensable tools for the competitiveness and sustainability of these companies, recommending strengthening digital training, diversifying communication strategies and optimizing internal processes to consolidate their development in an increasingly digital and demanding market.