Reflections on the factors that affect the use of social media in small and mediumenterprises: a literature review

The purpose of this article is to address the factors that affect the use of Social Media (SM) in Micro, Small and Medium Enterprises (MSMEs), with the aim of proposing a theoretical model that allows a better understanding of the phenomenon in question. A documentary review was carried out in recognized databases such as EBSCO, Scopus and Google Scholar. 50 scientific articles were analyzed, each one contributes a model related to the use of Social Networks in companies. A theoretical model composed of three main variables that affect the use of Social Networks, as interactivity, profitability and compatibility is proposed. Likewise, the main benefits of the use of Social Networks in companies, increased sales, increased customers and improved brand visibility were recognized. It is concluded that the adoption of Social Networks for companies is currently a necessity for permanence in the market.