The Future of Tamaulipas MSMEs after COVID-19: Intention to Adopt Inbound Marketing Tools

Jessica Müller-Pérez, Viridiana Sarahí Garza-Muñiz, Ángel Acevedo-Duque (), Elizabeth Emperatriz García-Salirrosas, Jorge Alberto Esponda-Pérez and Rina Álvarez-Becerra
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Jessica Müller-Pérez: Graduate Department, School of Marketing and Business, Universidad Popular Autónoma del Estado de Puebla, Barrio de Santiago, Puebla 72410, Mexico
Viridiana Sarahí Garza-Muñiz: Faculty of Commerce and Administration, Universidad Autónoma de Tamaulipas, Ciudad Victoria 87000, Mexico
Ángel Acevedo-Duque: Public Policy Observatory, Universidad Autónoma de Chile, Providencia 7500912, Chile
Elizabeth Emperatriz García-Salirrosas: Faculty of Management Science, Universidad Autónoma del Perú, Lima 15842, Peru
Jorge Alberto Esponda-Pérez: Faculty of Nutrition and Food Sciences, Universidad de Ciencias y Artes de Chiapas, Tuxtla Gutiérrez 29000, Mexico
Rina Álvarez-Becerra: Graduate School, Universidad Nacional Jorge Basadre Grohmann, Tacna 23001, Peru

Sustainability, 2022, vol. 14, issue 19, 1-18

Abstract: Since the emergence of COVID-19, the interruption of non-core activities negatively affected the entire world economy so that companies in emerging countries had to adapt to the “new reality” by seeking new business alternatives. The objective of this study is to determine the intention of Tamaulipas MSMEs to adopt inbound marketing tools based on the Technology Acceptance Model (TAM), considering the variables of attitudes, trust, and perceived technological risk. The proposed model was analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. A sample of 310 companies from the state of Tamaulipas was obtained. The results showed that perceived usefulness, trust, attitude, and word of mouth (WOM), were the variables that most influence the intention to adopt inbound marketing tools and, on the contrary, perceived ease and perceived risk were not significant. This demonstrates that adding new variables to the TAM model improves the predictive power of intention with respect to the adoption of new technology, providing a picture of the behavior of companies seeking to continue growing, despite the lags left by the COVID-19 pandemic.

Keywords: TAM model; digital inbound marketing; MIPYMES; marketing relacional (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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