Web Analytics and Social Media for the Evaluation of Digital Marketing in PyMEs

Web Analytics and Social Media for the Evaluation of Digital Marketing in PyMEs

In the last decade, the emerge of the industry 4.0 have been increasing the use of the web, platforms of social media, and the big data as digital strategy of marketing by companies, with the purpose of obtain information appropriate about their users; for that, the following revision has the princi...

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Autores principales: Gutiérrez Chávez, Karla Michell, Candolfi Arballo, Norma
Format: Online
Sprog:spa
Udgivet: Universidad Autónoma de Baja California 2019
Online adgang:https://recit.uabc.mx/index.php/revista/article/view/19
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spelling recit-article-192022-10-19T17:49:03Z Web Analytics and Social Media for the Evaluation of Digital Marketing in PyMEs Analítica de la Web y Medios Sociales para la Evaluación de Marketing Digital en PyMEs Gutiérrez Chávez, Karla Michell Candolfi Arballo, Norma Small and Medium Enterprises Big Data Digital Marketing Marketing Strategy Evaluation Social Media. Pequeñas y Medianas Empresas Big Data Marketing Digital Evaluación de estrategias de Marketing Medios sociales. In the last decade, the emerge of the industry 4.0 have been increasing the use of the web, platforms of social media, and the big data as digital strategy of marketing by companies, with the purpose of obtain information appropriate about their users; for that, the following revision has the principal objective of analyze the application of these strategies in the section of small and medium enterprises. The literature selected to elaborate the revision has validity from the last five years, the majority articles of scientific investigation from magazines affiliates to important databases, editorial publication and the minority from literature articles. The research process it is centered in the application of Boolean operators combining the keywords. The articles that were chosen were the ones that satisfy the inclusion criteria and the ones whom differ with the criteria were excluded.   En la última década, el surgimiento de la industria 4.0 ha incrementado el uso de sitios web, plataformas de medios sociales y big data como estrategias digitales de mercadeo por parte de las compañías, con el propósito de obtener información oportuna sobre sus consumidores; por lo anterior, la presente revisión sistemática de la literatura tiene como objetivo principal analizar la aplicación de dichas estrategias en el sector de las pequeñas y medianas empresas (PyMEs). La literatura seleccionada para elaborar la revisión tiene vigencia de los últimos cinco años, en mayor medida artículos de investigación científica de revistas afiliadas a bases de datos distinguidas, publicaciones editoriales y en una pequeña parte, artículos de literatura gris. El proceso de búsqueda se centra en la aplicación de operadores booleanos con combinaciones de las palabras clave. Se eligieron aquellos artículos que cumplieran con los criterios de inclusión y se excluyeron aquellos que diferían demasiado de la línea de investigación seleccionada.  Universidad Autónoma de Baja California 2019-11-04 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf text/html application/xml https://recit.uabc.mx/index.php/revista/article/view/19 10.37636/recit.v24181184 REVISTA DE CIENCIAS TECNOLÓGICAS; Vol. 2 No. 4 (2019): October-December; 181-184 REVISTA DE CIENCIAS TECNOLÓGICAS; Vol. 2 Núm. 4 (2019): Octubre-Diciembre; 181-184 2594-1925 spa https://recit.uabc.mx/index.php/revista/article/view/19/24 https://recit.uabc.mx/index.php/revista/article/view/19/71 https://recit.uabc.mx/index.php/revista/article/view/19/155 Copyright (c) 2020 Gutiérrez Chávez Karla Michell, Candolfi Arballo Norma http://creativecommons.org/licenses/by/4.0
institution RECIT
collection OJS
language spa
format Online
author Gutiérrez Chávez, Karla Michell
Candolfi Arballo, Norma
spellingShingle Gutiérrez Chávez, Karla Michell
Candolfi Arballo, Norma
Web Analytics and Social Media for the Evaluation of Digital Marketing in PyMEs
author_facet Gutiérrez Chávez, Karla Michell
Candolfi Arballo, Norma
author_sort Gutiérrez Chávez, Karla Michell
title Web Analytics and Social Media for the Evaluation of Digital Marketing in PyMEs
title_short Web Analytics and Social Media for the Evaluation of Digital Marketing in PyMEs
title_full Web Analytics and Social Media for the Evaluation of Digital Marketing in PyMEs
title_fullStr Web Analytics and Social Media for the Evaluation of Digital Marketing in PyMEs
title_full_unstemmed Web Analytics and Social Media for the Evaluation of Digital Marketing in PyMEs
title_sort web analytics and social media for the evaluation of digital marketing in pymes
description In the last decade, the emerge of the industry 4.0 have been increasing the use of the web, platforms of social media, and the big data as digital strategy of marketing by companies, with the purpose of obtain information appropriate about their users; for that, the following revision has the principal objective of analyze the application of these strategies in the section of small and medium enterprises. The literature selected to elaborate the revision has validity from the last five years, the majority articles of scientific investigation from magazines affiliates to important databases, editorial publication and the minority from literature articles. The research process it is centered in the application of Boolean operators combining the keywords. The articles that were chosen were the ones that satisfy the inclusion criteria and the ones whom differ with the criteria were excluded.  
publisher Universidad Autónoma de Baja California
publishDate 2019
url https://recit.uabc.mx/index.php/revista/article/view/19
_version_ 1792095348843347968

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