Por favor, use este identificador para citar o enlazar este ítem: http://hdl.handle.net/10609/148827
Título : Improving the social performance of women-led microenterprises: The role of social media marketing actions
Autoría: Aracil-Jordá, Jorge
Clemente-Almendros, José Antonio  
Jiménez-Zarco, Ana Isabel  
González-González, Inés  
Citación : Aracil-Jordà, J. [Jorge]. Clemente-Almendros, J. [José Antonio]. Jiménez-Zarco, A. [Ana Isabel]. González González, I. [Inés]. (2023). Improving the social performance of women-led microenterprises: The role of social media marketing actions. Technological Forecasting and Social Change, 191, 1-11. DOI: https://doi.org/10.1016/j.techfore.2023.122484
Resumen : Taking the digital marketing activities carried out by female-led microenterprises as its jumping-off point, this paper aims to accomplish two main goals: firstly, to analyze the effects of social media marketing (SMM) actions on social performance (SP) and, secondly, to determine whether the qualities of female microentrepreneurs have an impact on the SMM-SP relationship. Entrepreneurship affords many female a solid work-life balance. With scarce financial resources, they often turn to creative social media strategies to secure financial sustainability beyond the short term, as well as to enhance their medium- and long-term social performance. Our regression and moderation analysis of a sample of 127 microenterprises, the data for which was collected by online surveys administered to female microentrepreneurs, reveals SMM actions' direct effect on social performance. Our findings also show that female microentrepreneurs' human capital directly influences SP and moderates the effects of marketing strategies on SP. The paper ends by presenting relevant conclusions for both academics and marketing practitioners.
Palabras clave : social media marketing
social performance
woman entrepreneur
microenterprise
DOI: https://doi.org/10.1016/j.techfore.2023.122484
Tipo de documento: info:eu-repo/semantics/article
Versión del documento: info:eu-repo/semantics/acceptedVersion
Fecha de publicación : 24-mar-2023
Licencia de publicación: https://creativecommons.org/licenses/by-nc-nd/4.0/  
Aparece en las colecciones: Articles
Articles cientÍfics

Ficheros en este ítem:
Fichero Descripción Tamaño Formato  
AracilJ_STSC_Improving.pdf679,72 kBAdobe PDFVista previa
Visualizar/Abrir
Comparte:
Exporta:
Consulta las estadísticas

Los ítems del Repositorio están protegidos por copyright, con todos los derechos reservados, a menos que se indique lo contrario.