期刊论文详细信息
Frontiers in Psychology
Female Micro-Entrepreneurs and Social Networks: Diagnostic Analysis of the Influence of Social-Media Marketing Strategies on Brand Financial Performance
article
Ana Isabel Jiménez-Zarco1  Jose Antonio Clemente-Almendros3  Inés González-González3  Jorge Aracil-Jordà3 
[1] Business Faculty, Open University of Catalonia;Marketing Department, Comillas Pontifical University-ICADE;Business Faculty, International University of La Rioja;Marconi International University (MIU), United States;BLC Group
关键词: women entrepreneurs;    micro-SMEs;    social media marketing;    financial performance;    digital transformation;   
DOI  :  10.3389/fpsyg.2021.630058
学科分类:社会科学、人文和艺术(综合)
来源: Frontiers
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【 摘 要 】

The business world is facing a very complicated situation due to the COVID-19 pandemic. Small- and medium-sized companies (SMEs)—both in Spain and at the global level—are seeing their survival jeopardized by a fall in revenues. This scenario is aggravated in the case of micro-SMEs headed by female entrepreneurs. Accordingly, micro-SMEs, particularly those led by female entrepreneurs, need to reinvent themselves to overcome the current adversities that could lead to the destruction of their businesses and hence their jobs. One of the ways to do this is to take advantage of digital transformation. Therefore, the aim of this paper is to analyze which variables influence the financial results of female-led Spanish micro-SMEs when they carry out social marketing actions. For that purpose, an online survey was designed and analyzed using the “PROCESS” macro. Results show that social media marketing actions have significant effects on financial performance.

【 授权许可】

CC BY   

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