THE USE OF E-MARKETING AND ITS RELATION TO THE SUCCESS OF MICRO, SMALL AND MEDIUM-SIZED ENTERPRISES, IN THE TEXTILE SECTOR OF AGUASCALIENTES: AN ANALYSIS FROM A GENDER PERSPECTIVE EL USO DEL E-MARKETING Y SU RELACION CON EL EXITO DE LAS MICRO, PEQUENAS Y MEDIANAS EMPRESAS, DEL SECTOR TEXTIL DE AGUASCALIENTES: UN ANALISIS DESDE LA PERSPECTIVA DEL GENERO

David Cabral Olmos, Elisa Gonzalez de Mojica and Jesus Salvador Vivanco Florido

Revista Internacional Administracion & Finanzas, 2020, vol. 13, issue 2, 1-14

Abstract: The objective of this research is to determine the relationship between the use of e-marketing and the success of micro, small and medium-sized enterprises, SMEs, in the Textile Sector of Aguascalientes, from a gender perspective. The textile sector has an important impact on Mexican Gross Domestic Product. However, in recent decades, in Aguascalientes this sector has shown a significant decrease. This study was carried out by structural equations modeling to determine the relationship between emarketing and business performance. We also use linear regression analysis to establish the gender relationship of the company manager with e-marketing and performance. The results show the influence of e-marketing on performance for both groups. Companies managed by men obtain a greater yield with the use of the tool. Linear regressions reveal that gender influences both constructs independently. The results allow us to conclude that the application of the e-marketing tool, as a strategy, offers better returns to companies

Keywords: E-marketing; Performance; SMEs; Gender; Textile Sector; Business Success (search for similar items in EconPapers)
JEL-codes: J16 L25 L67 M31 (search for similar items in EconPapers)
Date: 2020
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