Factors influencing the use of e-marketing in Micro, Small and Medium Companies in Aguascalientes automotive

Factors influencing the use of e-marketing in Micro, Small and Medium Companies in Aguascalientes automotive

E-marketing is the application of traditional marketing for electronic means, with a great current trend within companies regardless of their size. The purpose of this research is to identify the influence of gender, age and training of the manager or director of the company, on the use of e-marketi...

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Autores principales: Cabral Olmos, David, Vivanco Florido, Jesús Salvador, Pérez Ramos, Marcelo de Jesús
Formato: Online
Idioma:spa
Publicado em: Universidad de Sonora 2020
Acesso em linha:https://trascender.unison.mx/index.php/trascender/article/view/76
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spelling oai:https:--trascender.unison.mx:article-762021-07-30T15:08:47Z Factors influencing the use of e-marketing in Micro, Small and Medium Companies in Aguascalientes automotive Factores que influyen en el uso del e-marketing en las Micro, Pequeñas y Medianas de Empresas del sector automotriz de Aguascalientes Cabral Olmos, David Vivanco Florido, Jesús Salvador Pérez Ramos, Marcelo de Jesús E-marketing MPyMEs Género Gerente E-marketing MSMEs Gender Manager E-marketing is the application of traditional marketing for electronic means, with a great current trend within companies regardless of their size. The purpose of this research is to identify the influence of gender, age and training of the manager or director of the company, on the use of e-marketing in the SMEs of the automotive sector of Aguascalientes. The results are obtained through a quantitative analysis that was performed using a previously validated instrument, which was applied to 145 companies. We opted to apply multivariate linear regressions to determine the influence of the independent variables on the dependent variable, as well as a comparison of means for each of the items of the instrument in the three groups. Where the results determine that the age and gender of the manager or director of the company are not characteristics that drastically influence the use of e-marketing, while training is a determining factor. Highlighting that the little difference in the influence of gender on emarketing is tilted positively in companies managed by women. El e-marketing es la aplicación de la mercadotecnia tradicional por medios electrónicos, con una gran tendencia actual dentro de las empresas sin importar el tamaño de estas. El propósito de esta investigaciónes identificar la influencia del género, edad y formación del gerente o director de la empresa, sobre el uso del e-marketing en las MPyMEs del sector automotriz de Aguascalientes. Los resultados se obtienen por medio un análisis cuantitativo que se realizó por medio de un instrumento previamente validado, el cual fue aplicado a 145 empresas. Se optó por aplicar regresiones lineales multivariable para determinar la influencia de las variables independientes sobre la dependiente, así como una comparación de medias para cada uno de los ítems del instrumento en los tres grupos. En donde los resultados determinan que la edad y genero del gerente o director de la empresa no son características que influyan drásticamente sobre el uso del emarketing, mientras que la formación si es un factor determinante. Universidad de Sonora 2020-01-30 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Evaluado por pares application/pdf text/xml application/zip https://trascender.unison.mx/index.php/trascender/article/view/76 10.36791/tcg.v13i0.76 TRASCENDER, CONTABILIDAD Y GESTIÓN; No. 13 (2020): TRASCENDER, CONTABILIDAD Y GESTIÓN; 2-16 TRASCENDER, CONTABILIDAD Y GESTIÓN; Núm. 13 (2020): TRASCENDER, CONTABILIDAD Y GESTIÓN; 2-16 2448-6388 spa https://trascender.unison.mx/index.php/trascender/article/view/76/79 https://trascender.unison.mx/index.php/trascender/article/view/76/96 https://trascender.unison.mx/index.php/trascender/article/view/76/123 https://creativecommons.org/licenses/by-nc-nd/4.0
institution Trascender, Contabilidad y Gestión
collection OJS
language spa
format Online
author Cabral Olmos, David
Vivanco Florido, Jesús Salvador
Pérez Ramos, Marcelo de Jesús
spellingShingle Cabral Olmos, David
Vivanco Florido, Jesús Salvador
Pérez Ramos, Marcelo de Jesús
Factors influencing the use of e-marketing in Micro, Small and Medium Companies in Aguascalientes automotive
author_facet Cabral Olmos, David
Vivanco Florido, Jesús Salvador
Pérez Ramos, Marcelo de Jesús
author_sort Cabral Olmos, David
title Factors influencing the use of e-marketing in Micro, Small and Medium Companies in Aguascalientes automotive
title_short Factors influencing the use of e-marketing in Micro, Small and Medium Companies in Aguascalientes automotive
title_full Factors influencing the use of e-marketing in Micro, Small and Medium Companies in Aguascalientes automotive
title_fullStr Factors influencing the use of e-marketing in Micro, Small and Medium Companies in Aguascalientes automotive
title_full_unstemmed Factors influencing the use of e-marketing in Micro, Small and Medium Companies in Aguascalientes automotive
title_sort factors influencing the use of e-marketing in micro, small and medium companies in aguascalientes automotive
description E-marketing is the application of traditional marketing for electronic means, with a great current trend within companies regardless of their size. The purpose of this research is to identify the influence of gender, age and training of the manager or director of the company, on the use of e-marketing in the SMEs of the automotive sector of Aguascalientes. The results are obtained through a quantitative analysis that was performed using a previously validated instrument, which was applied to 145 companies. We opted to apply multivariate linear regressions to determine the influence of the independent variables on the dependent variable, as well as a comparison of means for each of the items of the instrument in the three groups. Where the results determine that the age and gender of the manager or director of the company are not characteristics that drastically influence the use of e-marketing, while training is a determining factor. Highlighting that the little difference in the influence of gender on emarketing is tilted positively in companies managed by women.
publisher Universidad de Sonora
publishDate 2020
url https://trascender.unison.mx/index.php/trascender/article/view/76
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