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

Simple item page
AudienciaPúblico en generales_ES
CoberturaMéxicoes_ES
Fecha de ingreso2026-10-05T16:33:31Z
Fecha de publicación2022-01-01
ResumenSince 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.es_ES
Doihttps://doi.org/10.3390/su141912714es_ES
URIhttps://riuat.uat.edu.mx/handle/123456789/5312
Idiomaenes_ES
EditorialMDPIes_ES
RelaciónSustainability (Switzerland)es_ES
URL relacionadohttps://doi.org/10.3390/su141912714es_ES
DerechosAcceso abierto (Metadatos de producción científica)es_ES
Licenciahttp://purl.org/coar/access_right/c_abf2es_ES
FuenteSustainability (Switzerland)
Palabra claveTAM modeles_ES
Palabra clavedigital inbound marketinges_ES
Palabra claveMIPYMESes_ES
Palabra clavemarketing relacionales_ES
TítuloThe Future of Tamaulipas MSMEs after COVID-19: Intention to Adopt Inbound Marketing Toolses_ES
TipoArtículoes_ES
ArbitradoHa sido Arbitradoes_ES
AutorMueller-Perez, Jessica
AutorSarahi Garza-Muniz, Viridiana
AutorAcevedo-Duque, Angel
AutorEmperatriz Garcia-Salirrosas, Elizabeth
AutorAlberto Esponda-Perez, Jorge
AutorAlvarez-Becerra, Rina
AutorMueller-Perez, Jessicaes_ES
AutorSarahi Garza-Muniz, Viridianaes_ES
AutorAcevedo-Duque, Angeles_ES
AutorEmperatriz Garcia-Salirrosas, Elizabethes_ES
AutorAlberto Esponda-Perez, Jorgees_ES
AutorAlvarez-Becerra, Rinaes_ES
InstituciónUniversidad Autónoma de Tamaulipas
InstituciónUniversidad Autónoma de Tamaulipases_ES
Número19es_ES
URL relacionadahttps://doi.org/10.3390/su141912714
Tipo de artículoIndexado
Tipo de artículoIndexadoes_ES
Volumen14es_ES

Files

Collections

Documentación Cientifica