E-marketing in MSMEs Managed by Elderly Adults and Young Adults in Aguascalientes, Mexico

Abstract

The city of Aguascalientes, characterized by having been a pillar in the textile industry in Mexico, has proven to have entrepreneurs who have managed to survive in the face of changes in the economy that redirected productive activities towards industrial manufacturing. The research problem consists of the little knowledge that entrepreneurs have of the digital tools to implement in their businesses and their effects. Thus, the objective of this work is to contrast the impact of the use of e-marketing on business success, according to the age of the people who manage companies in this sector. This research was carried out by means of structural equations, in order to determine the relationship of each of the constructs in the proposed model applied to this group of companies. The results achieved show that E-marketing has a positive and significant influence on business performance; Furthermore, this variable has a greater influence on the micro-enterprises of the textile sector of Aguascalientes managed by young adults.