Marketing digital en microempresas de servicios alimentarios. Beneficios, intención de uso y la nula moderación de la formalidad
Digital marketing in food service microbusinesses. Benefits, intention of use and the no moderation of formality
Abstract
Purpose: Analyze if the perceived benefits of digital marketing strategies have an effect on the intention of their prolonged use and explore if the formality is a variable that conditions such relationship. Methodology: quantitative with explanatory scope through 67 owners and managers of these business units (39 formal and 28 informal) were surveyed face to face. A statistical regression analysis with moderation was performed with the collected information. Results: prove the perception of the multiple benefits of digital marketing strategies for micro businesses and its positive effect on the intention to use and acquire greater efforts; still, the moderation of the formality variable was not significant. Limitations: The sample size due to the reluctance of the managers of the micro businesses to respond to the survey. Conclusions: The perceived economic benefits are higher in formal micro businesses. The formality encourages the use of this type of strategy more than the informal counterpart. Still, the formality is not a condition for receiving the benefits and adopting digital marketing strategies in the future for either of the two types of micro-businesses in this sector, opening new lines of research in this regard.
Keywords:
regional development, digital marketing, microbusinesses, benefits, intention of use, Quality, employment, Northern Border, labor market, informalityAbstract
Purpose: Analyze if the perceived benefits of digital marketing strategies have an effect on the intention of their prolonged use and explore if the formality is a variable that conditions such relationship. Methodology: quantitative with explanatory scope through 67 owners and managers of these business units (39 formal and 28 informal) were surveyed face to face. A statistical regression analysis with moderation was performed with the collected information. Results: prove the perception of the multiple benefits of digital marketing strategies for micro businesses and its positive effect on the intention to use and acquire greater efforts; still, the moderation of the formality variable was not significant. Limitations: The sample size due to the reluctance of the managers of the micro businesses to respond to the survey. Conclusions: The perceived economic benefits are higher in formal micro businesses. The formality encourages the use of this type of strategy more than the informal counterpart. Still, the formality is not a condition for receiving the benefits and adopting digital marketing strategies in the future for either of the two types of micro-businesses in this sector, opening new lines of research in this regard.
Keywords:
regional development, digital marketing, microbusinesses, benefits, intention of use, Quality, employment, Northern Border, labor market, informalityDownloads
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