The use of social network facebook as a marketing tool in Cd. Victoria, Tamaulipas

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AudienciaPúblico en generales_ES
CoberturaMéxicoes_ES
Fecha de ingreso2026-10-05T16:34:04Z
Fecha de publicación2021-01-01
ResumenThe objective of the research was to analyze the efforts of companies to use the social network Facebook, for which data from 60 micro, small and medium-sized companies (hereinafter MSMEs) of the economic sectors were used: Restaurants, Boutiques, Repair Shops and Printers in Ciudad (Cd.) Victoria Tamaulipas, Mexico. As indicators of the efforts in Facebook, three variables were determined: intensity, richness and responsiveness. The methodology was descriptive and the type of sampling was for convenience, taking into account the criteria that the companies had had their Facebook profile active for 5 years or more. The data was collected from the Facebook pages of the 60 companies for two periods, a first phase (from March 1, 2018 to July 31, 2018) and a second phase (from September 1, 2018 to February 28, 2019). The results show an underdeveloped level of intensity of digital marketing, a circumstance that suggests strengthening and promoting the use of the social network through adequate training and an operational approach to increase the intensity, richness and responsiveness of marketing activities. marketing communication made through facebook of these companies.es_ES
Doihttps://doi.org/10.19052/rvgluz.27.95.27es_ES
URIhttps://riuat.uat.edu.mx/handle/123456789/5813
Idiomaeses_ES
EditorialUniversidad del Zuliaes_ES
RelaciónRevista Venezolana de Gerenciaes_ES
URL relacionadohttps://doi.org/10.19052/rvgluz.27.95.27es_ES
DerechosAcceso restringido / Suscripción (Metadatos de producción científica)es_ES
Licenciahttp://purl.org/coar/access_right/c_16eces_ES
FuenteRevista Venezolana de Gerencia
Palabra claveDigital marketinges_ES
Palabra claveFacebookes_ES
Palabra claveIntensityes_ES
Palabra claveResponsivenesses_ES
Palabra claveWealthes_ES
TítuloThe use of social network facebook as a marketing tool in Cd. Victoria, Tamaulipases_ES
Título alternativoRed social facebook como herramienta de marketing en micro, pequeñas y medianas empresases_ES
TipoArtículoes_ES
ArbitradoHa sido Arbitradoes_ES
AutorCastañón Rodríguez, Julio César
AutorBaca Pumarejo, José Rafael
AutorMacías Villarreal, Julio César
AutorVillanueva Hernández, Vicente
AutorCastañón Rodríguez, Julio Césares_ES
AutorBaca Pumarejo, José Rafaeles_ES
AutorMacías Villarreal, Julio Césares_ES
AutorVillanueva Hernández, Vicentees_ES
InstituciónUniversidad Autónoma de Tamaulipas
InstituciónUniversidad Autónoma de Tamaulipases_ES
Número95es_ES
Rango de páginas882-897es_ES
URL relacionadahttps://doi.org/10.19052/rvgluz.27.95.27
Tipo de artículoIndexado
Tipo de artículoIndexadoes_ES
Volumen26es_ES

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