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
Formato:	info:eu-repo/semantics/article
Lenguaje:	spa
Publicado:	Universidad Autónoma de Baja California 2019
Materias:	Small and Medium Enterprises Big Data Digital Marketing Marketing Strategy Evaluation Social Media. Pequeñas y Medianas Empresas Marketing Digital Evaluación de estrategias de Marketing Medios sociales.
Acceso en línea:	https://recit.uabc.mx/index.php/revista/article/view/2oeydt7
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spelling	repositorioinstitucional-20.500.12930-69782023-05-09T14:35:09Z 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. 2019-11-04 2021-06-03T03:52:17Z 2021-06-03T03:52:17Z info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion https://recit.uabc.mx/index.php/revista/article/view/2oeydt7 10.37636/recit.v24181184 https://hdl.handle.net/20.500.12930/6978 spa https://recit.uabc.mx/index.php/revista/article/view/2oeydt7/24 https://recit.uabc.mx/index.php/revista/article/view/2oeydt7/html https://recit.uabc.mx/index.php/revista/article/view/2oeydt7/2OEyDT7 Copyright (c) 2020 Gutiérrez Chávez Karla Michell, Candolfi Arballo Norma http://creativecommons.org/licenses/by/4.0 application/pdf text/html application/xml Universidad Autónoma de Baja California REVISTA DE CIENCIAS TECNOLÓGICAS; Vol. 2 No. 4 (2019); 181-184 REVISTA DE CIENCIAS TECNOLÓGICAS; Vol. 2 Núm. 4 (2019); 181-184 2594-1925
institution	Repositorio Institucional
collection	DSpace
language	spa
topic	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.
spellingShingle	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. Gutiérrez Chávez, Karla Michell Candolfi Arballo, Norma 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.
format	info:eu-repo/semantics/article
author	Gutiérrez Chávez, Karla Michell Candolfi Arballo, Norma
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
publisher	Universidad Autónoma de Baja California
publishDate	2019
url	https://recit.uabc.mx/index.php/revista/article/view/2oeydt7
_version_	1792610705803837440

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

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