Digital Platforms in Internal Communication Management for SMEs in the Cantons of Latacunga and Salcedo in the Province of Cotopaxi

Abstract

The study aimed to determine the most effective digital platforms for managing internal communication in SMEs in the cantons of Latacunga and Salcedo, Cotopaxi province. Through a quantitative design and the use of a structured survey applied to 157 SME representatives, the most used platforms were identified, the current situation of internal communication was described, and good practices and common challenges in their implementation were examined. The results revealed that tools such as WhatsApp Business and Microsoft Teams are the most used due to their accessibility and functionality, while email continues to be key for formal communications. However, project management platforms and social networks have limited adoption. Among the main deficiencies identified are the lack of specific training, budgetary constraints, and resistance to change, which makes it difficult to fully integrate these tools into communication processes. Despite these barriers, respondents recognize digital platforms as essential to improve efficiency and decision-making. This study highlights the importance of an organizational strategy that combines training, awareness-raising and resource allocation to optimize the use of digital technologies in the internal communication of SMEs, thus promoting their competitiveness and sustainability in a dynamic environment.