The Use of E-Marketing and Innovation as a Means to Achieve Business Success: A Study in the Microenterprises of the Textile Sector of Aguascalientes.

Abstract

The literature has shown that E-marketing and innovation are strategies that lead to business success. The objective of this research is to demonstrate whether there is a structural relationship between E-marketing and innovation with performance in microenterprises in the textile sector in the city of Aguascalientes, Mexico. In this Mexican state, the textile sector is of great interest, since it houses a large number of economic units, which are managed in a traditional way and are far from technology, making them vulnerable to failure. This research was carried out by means of structural equations, with the aim of determining the relationship of each of the constructs in the proposed model applied to this group of companies. The results of the structural equations showed that E-marketing and innovation positively and significantly influence business performance, where innovation had a greater influence on the performance of microenterprises in the textile sector of Aguascalientes.

Digital responses of SMEs to the COVID-19 crisis

“…e-commerce and digital marketing is primarily related to their critical role in dealing with the repercussions of the pandemic and, more specifically, in ensuring business continuity and meeting the governmental regulations imposed to face the COVID-19 health crisis. In fact, the use of digital tools in marketing, such as website and social media is costefficient allowing firms to target a critical mass of customers regardless of their location (Olmos et al, 2021;Rosario and Cruz, 2019). Major digital platforms like Facebook, Instagram, Twitter, Zoom, YouTube and TikTok offered businesses the opportunity to reach numerous and diverse customers who spent a vast volume of their time on such platforms during the COVID-19 lockdown duration (Fenwick et al, 2021;He and Harris, 2020).…”

“…e-commerce and digital marketing is primarily related to their critical role in dealing with the repercussions of the pandemic and, more specifically, in ensuring business continuity and meeting the governmental regulations imposed to face the COVID-19 health crisis. In fact, the use of digital tools in marketing, such as website and social media is cost-efficient allowing firms to target a critical mass of customers regardless of their location (Olmos et al. , 2021; Rosario and Cruz, 2019).…”