Resumo

SOLANO-ROMO, Lizeth Itziguery; CORTES-LOPEZ, Javier Santiago; BOHORQUEZ-LOPEZ, Victor W.  e  GOMEZ-REYNOSO, Juan Manuel. UNDERSTANDING E-MARKETING ADOPTION BY MEXICAN MICRO, SMALL AND MEDIUM-SIZED ENTERPRISES. Innovar [online]. 2022, vol.32, n.85, pp.19-32.  Epub 22-Jul-2022. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v32n85.101123.

This work seeks to identify critical factors for the adoption of e-marketing in Mexico that have not been previously validated in the Latin American context. To achieve this, we studied a sample of 302 micro, small and medium-sized enterprises (MSMES) from the manufacturing, services, trade and construction sectors. Data were gathered through a survey answered by the managers of these companies, whose results were analyzed using structural equations. We first conducted a factorial analysis, where the most important factors for the adoption of e-marketing by Mexican MSMEs were identified, namely: information and communication technologies (IGT) adoption, e-marketing implementation, organizational performance, and technological competitiveness. Subsequently, a model relating the factors identified during the factorial analysis phase was proposed. This model was then validated trough structural equations. Although not all the relationships that comprise the model are significant, within the context of Mexican MSMES, factors such as ICT adoption, e-marketing implementation, organizational performance, and technological competitiveness are relevant and novel in the literature.

Palavras-chave : Adoption; technological competitiveness; e-marketing; MSMES; organizational performance; ICT.

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