Social Networks: How to Improve the New Competitiveness of Mses in the Chimbote Hardware Sector – Peru

Objective:TodeterminetheinfluenceofsocialnetworksonthenewcompetitivenessofMSEsinthehardwaresectorChimbote–Peru. Theoretical Framework: Concepts and theories of social networks, business competitiveness, factors and characteristics. Method: Applied research, quantitative approach, non-experimental-cross-sectional design, correlational-causal level, based on simple random probabilistic sampling, applying a structured digital questionnaire with 26 items. 245 digital consumers with vast experience in social media shopping. Results and Discussion: The direct-positive relationship between social networks and digital competitiveness of MSEs was verified. The study is consistent with the findings of Amancio, et al. (2021), which evidenced an increase in the level of sales, communication, and quality of information from the use of networks, likewise, Eddahbi & Navarro (2022), deduces the advantages that social networks present for competitiveness. Research Implications: To determine competitive factors from a digital point of view, so that companies can adapt to improve both physical and digital positioning and market share. Originality/Value: A new conception is presented on the relationship between the use of social networks and the level of the new competitiveness of MSEs, based on the fact that the use of social networks allows companies to be perceived as innovative, modern, adaptable and useful; on the contrary, those that do not use them are considered traditional, classic and maladapted, conceptualizing as determining factors of digital competitiveness the responsiveness, security, guarantee and satisfaction of the consumer.