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Determining Factors for the Adoption of Digital Marketing in SMEs: an Exploratory Study

Factores determinantes para la adopción del marketing digital en pymes: un estudio exploratorio;
Fatores determinantes para a adoção do marketing digital em pymes: um estudo exploratório

dc.contributor.authorGuisado Gómez, Sebastián
dc.contributor.authorBermeo-Giraldo, Maria Camila
dc.contributor.authorValencia-Arias, Alejandro
dc.coverage.spatialLat: 06 15 00 N degrees minutes Lat: 6.2500 decimal degreesLong: 075 36 00 W degrees minutes Long: -75.6000 decimal degrees
dc.date.accessioned2024-01-23T16:05:53Z
dc.date.available2024-01-23T16:05:53Z
dc.date.created2022-07-27
dc.identifier.issn0120-6346
dc.identifier.urihttp://hdl.handle.net/11407/8240
dc.descriptionThe consolidation of digital marketing as an effective means of communication has promoted the integration of technologies in the collection of massive data from valuable customers for organizations in decision making. This paper aims to explore the factors that influence the acceptance of digital marketing by SME in Medellin, Colombia. The methodology proposes a non-experimental, crosssectional process with a descriptive scope and quantitative approach, applying a questionnaire to 120 SMEs belonging to the industrial and service sectors. The findings indicate that the factors that influence the acceptance of digital marketing in SME are perceived advantages over the use of digital marketing, acceptance of digital marketing as a means of communication with the client, and perceived user experience. Also, it was identified that this business segment mostly uses social networks and email marketing as digital marketing tools to get closer to their customers.eng
dc.descriptionLa consolidación del marketing digital como un medio efectivo de comunicación ha promovido la integración de tecnologías en la recopilación de datos masivos de los clientes valiosos para las organizaciones en la toma de decisiones. Este trabajo tiene como objetivo explorar los factores que influyen en la aceptación del marketing digital en las pymes de Medellín, Colombia. La metodología plantea un ejercicio de tipo no experimental, transversal, con un alcance descriptivo y un enfoque cuantitativo mediante la aplicación de un cuestionario a ciento viente pymes pertenecientes al sector industrial y de servicio. Los hallazgos indican que los factores que influyen en la aceptación del marketing digital en pymes son las ventajas percibidas frente al uso de marketing digital, aceptación de este como medio de comunicación con el cliente y la experiencia de uso percibida. También se identificó que este segmento empresarial utiliza mayoritariamente las redes sociales y el marketing por correo electrónico como herramientas de marketing digital para tener un acercamiento con sus clientes.spa
dc.descriptionA consolidação do marketing digital como um meio efetivo de comunicação tem promovido a integração de tecnologias na coleta de dados massivos dos valiosos clientes para as organizações na tomada de decisões. Esse trabalho tem como objetivo explorar os fatores que influem na aceitação do marketing digital nas pymes de Medellín, Colômbia. A metodologia esboça um exercício de tipo não experimental, transversal, com um alcance descritivo e um enfoque quantitativo através da aplicação de um questionário a cento e vinte pymes que pertence ao setor industrial e de serviços. Os resultados indicam que os fatores que influem na aceitação do marketing digital pymes são as vantagens percebidas face ao uso do marketing digital, aceitação deste como meio de comunicação com o cliente e a experiência do uso que é percebida. Também se identificou que este segmento empresarial utiliza em sua maioria as redes sociais e o marketing por e-mail como uma ferramenta de marketing para ter uma aproximação com os seus clientes.por
dc.formatPDF
dc.format.extentp. 217-237
dc.format.mediumElectrónico
dc.format.mimetypeapplication/pdf
dc.language.isospa
dc.publisherUniversidad de Medellín
dc.relation.ispartofseriesSemestre Económico; Vol. 24 No. 57 (2021)
dc.relation.haspartSemestre Económico; Vol. 24 Núm. 57 julio-diciembre 2021
dc.relation.urihttps://revistas.udem.edu.co/index.php/economico/article/view/4082
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0*
dc.sourceSemestre Económico; Vol. 24 No. 57 (2021): (julio-diciembre); 217-237
dc.subjectElectronic commerceeng
dc.subjectDigital toolseng
dc.subjectDigital marketingeng
dc.subjectSMEeng
dc.subjectColombiaeng
dc.subjectMarketing digitalspa
dc.subjectComercio electrónicospa
dc.subjectHerramientas digitalesspa
dc.subjectPymesspa
dc.subjectColombiaspa
dc.subjectMarketing digitalpor
dc.subjectComércio eletrônicopor
dc.subjectFerramentas digitaispor
dc.subjectPymespor
dc.subjectColômbiapor
dc.titleDetermining Factors for the Adoption of Digital Marketing in SMEs: an Exploratory Studyeng
dc.titleFactores determinantes para la adopción del marketing digital en pymes: un estudio exploratoriospa
dc.titleFatores determinantes para a adoção do marketing digital em pymes: um estudo exploratóriopor
dc.typearticle
dc.identifier.doihttps://doi.org/10.22395/seec.v24n57a11
dc.relation.citationvolume24
dc.relation.citationissue57
dc.relation.citationstartpage217
dc.relation.citationendpage237
dc.audienceComunidad Universidad de Medellín
dc.publisher.facultyFacultad de Ciencias Económicas y Administrativas
dc.publisher.placeMedellín
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dc.rights.creativecommonsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.identifier.eissn2248-4345
dc.type.coarhttp://purl.org/coar/resource_type/c_6501
dc.type.versioninfo:eu-repo/semantics/publishedVersion
dc.type.localArtículo científico
dc.type.driverinfo:eu-repo/semantics/article
dc.identifier.reponamereponame:Repositorio Institucional Universidad de Medellín
dc.identifier.repourlrepourl:https://repository.udem.edu.co/
dc.identifier.instnameinstname:Universidad de Medellín


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