“…In the particular case of the use of Information and Communication Technologies (hereinafter ICT), they are able to reduce transaction costs, improving the efficiency of business activities across the value chain [37]. In this respect, there is much research that shows that the degree of innovation, as well as the commitment to ICT improve company productivity and enable it to operate more efficiently [4,[38][39][40]. Therefore, the presence of a website, as a reception point for Internet users, the existence of a virtual shop as an online sales channel, and the use of virtual social networks, as a communications channel and contact marketing strategy, are low cost elements which enable competitiveness to be increased in this sector and, consequently, the efficiency of resources employed [41,42].…”