This study examines the impact of digital media usage on business performance in Ecuador, focusing on small and medium-sized enterprises (SMEs). Using data from the 2022 Business Structural Survey (ENESEM), the study analyzes how digital communication tools (e.g., email, social media, blogs, SMS), perceived relative advantage, investment in innovation, and perceived ease of use influence performance. Results indicate that blogs have the most substantial positive impact on business performance (β = 0.417, p < 0.01), while excessive reliance on social media negatively affects performance (β = −0.112, p < 0.01). Firms with greater investment in innovation and higher technological facilities also exhibit improved performance outcomes (β = 0.326, p < 0.01; β = 0.316, p < 0.01). The findings highlight the need for balanced digital media strategies and robust technological infrastructure. Future research should focus on longitudinal studies and explore the effects in diverse geographical contexts to enhance generalizability.