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

Authors

  • David Cabral Olmos Universidad Autónoma de Aguascalientes. Asesor en nuevos emprendimientos de MPyMES https://orcid.org/0000-0003-3515-3704
  • Jesús Salvador Vivanco Florido Doctor en Administración, Profesor investigador de la Universidad Autónoma de Aguascalientes. Líder del grupo de investigación: Gestión de la Pequeña y Mediana Empresa https://orcid.org/0000-0002-9302-927X
  • Marcelo de Jesús Pérez Ramos Doctor en Ciencias Exactas y Sistemas de la Información. Profesor investigador de la Universidad Autónoma de Aguascalientes en las líneas de investigación: Gestión, Sistemas de información, Social media, Social Networks https://orcid.org/0000-0003-4486-3687

DOI:

https://doi.org/10.36791/tcg.v13i0.76

Keywords:

E-marketing, MSMEs, Gender, Manager

Abstract

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.

Downloads

Download data is not yet available.

References

- Aguilar, G. J., Torres, G. S., & Salazar, A. A. (2017). Importancia de la administración eficiente del capital de trabajo en las Pymes.//Importance of efficient management of working capital in SMEs. Ciencia Unemi, 30-39. DOI: https://doi.org/10.29076/issn.2528-7737vol10iss23.2017pp30-39p

- Amadeo, K. (30 de Septiembre de 2019). The Economic Impact of the Automotive Industry. Recuperado de

https://www.thebalance.com/economic-impact-ofautomotive-industry-4771831

- Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Australia: Pearson.

- Buenrostro, M. H., & Hernández, E. M. (2019). La incorporación de las TIC en las empresas. Factores de la brecha digital en las Mipymes de Aguascalientes. Economía: teoría y práctica, 101-124.

- Chittenden, L., & Rettie, R. (2003). An evaluation of email marketing and factors affecting response. Journal of Targeting, Measurement and Analysis for Marketing, 203-217. DOI: https://doi.org/10.1057/palgrave.jt.5740078

- Cortina, J. M. (1993). What is coefficient alpha? An examination of theory and applications. Journal of applied psychology, 98-104. DOI: https://doi.org/10.1037/0021-9010.78.1.98

- Dahiya, R., & Gayatri. (2017). Investigating Indian car buyers’ decision to use digital marketing communication: An empirical application of decomposed TPB. Vision, 385-396. DOI: https://doi.org/10.1177/0972262917733175

- DENUE. (2018). Directorio Estadístico Nacional de Unidades Económicas 2018.

http://www3.inegi.org.mx/rnm/index.php/ catalog/341.

- El-Gohary, H. (2010). E-Marketing-A literature Review from a Small Businesses perspective. International Journal of Business and Social Science, 214-244.

- El-Gohary, H. (2012). Factors affecting E-Marketing adoption and implementation in tourism firms: An empirical investigation of Egyptian small tourism organisations. Tourism management, 1256-1269. DOI: https://doi.org/10.1016/j.tourman.2011.10.013

- Erum, H., Rafique, H., & Ali, A. (2017). Effect of EMarketing Adoption Strategy on Export Performance of SMEs. International Journal of Management Excellence, 1103-1112. DOI: https://doi.org/10.17722/ijme.v9i2.360

- España, M. N., González, A. M., & Demuner, F. R. (2017). La relación entre el nivel académico y la edad del gerente con el capital intelectual y la innovación de la pequeña y mediana empresa. Ciencias Administrativas. Teoría y Praxis, 28-43.

- Gallego, Á. I., García, S. I., & Rodríguez, D. P. (2010). The influence of gender diversity on corporate performance. Revista de Contabilidad-Spanish Accounting Review, 53-88. DOI: https://doi.org/10.1016/S1138-4891(10)70012-1

- Garcia, S. M., Madrid, G. A., & García, P. D. (2012). Caracterización del comportamiento de las Pymes según el género del gerente: un estudio empírico. Cuadernos de Administración. Universidad del Valle, 37-52. DOI: https://doi.org/10.25100/cdea.v28i47.72

- García, S. M., Salas, A. L., & Orozco, E. H. (2020). El impacto del género del gerente sobre el desempeño

organizacional: análisis en las pymes. Entramado, 12- 26.

- INEGI. (2018). Conociendo la indusira automotriz.

- Kim, H. D., Lee, I., & Lee, C. K. (2013). Building Web 2.0 enterprises: A study of small and medium

enterprises in the United States. International Small Business Journal, 156–174.

- Kuboye, B. M., & Ogunjobi, S. B. (2016). E-Marketing for Nigeria Agricultural Products. Journal of Innovative Research in Engineering and Sciences, 24- 36.

- Margalina, V. M., & Peña, F. E. (2018). Factores que afectan la adopción de las TIC en el sector manufacturero de calzado de Tungurahua, Ecuador. TIC: Cuadernos de desarrollo aplicados a las TIC, 22- 39. DOI: https://doi.org/10.17993/3ctic.2018.61.22-39/

- Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory. New York: McGraw Hill.

- Ryan, D., & Jones, C. (2016). Understanding digital marketing: marketing strategies for engaging the

digital generation. Kogan Page Publishers, 1-13.

- Sheikh, A. A., Shahzad, A., & Ishaq, A. K. (2017). The growth of e-marketing in business-to-business industry and its effect on the performance of businesses in Pakistan: Marketing success. International and Multidisciplinary Journal of Social Science, 178-214. DOI: https://doi.org/10.17583/rimcis.2017.2704

- Statista. (27 de Febrero de 2020). Motor vehicle production volume worldwide in 2018, by country. Recuperado de

https://www.statista.com/statistics/584968/leading-carmanufacturing-countries-worldwide/

- Statista. (17 de Febrero de 2020). Worldwide automobile production through 2018. Recuperado de

https://www.statista.com/statistics/262747/worldwideautomobile-production-since-2000/

- Strauss, J., & Frost, R. (2001). E-marketing. New Jersey: Prentice Hall.

- Wickham, A. (26 de Mayo de 2017). The Automotive industry employs more people than you think.

Recuperado de https://www.fircroft.com/blogs/theautomotive-industry-employs-more-people-than-youthink-71462610395

- Zhang, X., Kumar, V., & Cosguner, K. (2017). Dynamically managing a profitable email marketing program. Journal of Marketing Research, 851-866. DOI: https://doi.org/10.1509/jmr.16.0210

Published

2020-01-30

How to Cite

Cabral Olmos, D. ., Vivanco Florido, J. S., & Pérez Ramos, . M. de J. (2020). Factors influencing the use of e-marketing in Micro, Small and Medium Companies in Aguascalientes automotive. TRASCENDER, CONTABILIDAD Y GESTIÓN, (13), 2–16. https://doi.org/10.36791/tcg.v13i0.76

Issue

Section

Investigation Reports

Metrics