Importance Of Legal Regulations In The Use Of Social Networks For Sustainable Business Growth In Ecuador And Latin America.

Abstract

The use of social networks has transformed the business ecosystem in Ecuador and Latin America, providing new opportunities for market expansion and strengthening competitiveness. However, the lack of clear regulations in the digital realm represents a significant challenge to the sustainability of companies, exposing them to legal, privacy and reputational risks. This study conducts a systematic review of the scientific literature registered in Web of Science (WoS) and Scopus, following the PRISMA methodology, with the aim of analyzing the importance of legal regulations in the use of social networks for sustainable business growth in the region. The results show that digital legislation is heterogeneous and still incipient in several Latin American countries, which generates uncertainty for companies operating on digital platforms. Three key areas were identified in the regulation of the use of social networks: protection of personal data, intellectual property and digital advertising, essential aspects to avoid unfair practices and fraud in the digital environment. Likewise, there is evidence of a direct relationship between the implementation of regulations and the strengthening of corporate reputation, transparency in business and compliance with international standards. The study highlights the need for companies to adapt their digital strategies to the evolution of the regulatory framework and promote regulatory compliance policies to minimize legal risks. At the same time, it highlights the fundamental role of the State in the formulation of public policies that balance innovation with the protection of the rights of users and consumers in the digital environment. Finally, it is concluded that the harmonization of regulations in the region is crucial to promote a sustainable, safe and competitive business environment in the use of social networks.