Design, Adaptation, and Validation of a Digital Marketing Instrument in SMEs
Measuring digital marketing will help evaluate the impact of strategies, increased sales, customer acquisition, and customer retention. This research aims to design, adapt, and validate a scale measuring Digital Marketing in Small and Medium Enterprises. Results were structured as follows: To start,...
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| Formato: | Artículo |
| Lenguaje: | inglés |
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2024
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| _version_ | 1881508953064472576 |
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| author | Haro-Zea, Karla Liliana Ovalle Osuna, Óscar Omar Diaz Saavedra, Robin Alexander Millones Liza, Dany Yudet |
| author_browse | Diaz Saavedra, Robin Alexander Haro-Zea, Karla Liliana Millones Liza, Dany Yudet Ovalle Osuna, Óscar Omar |
| author_facet | Haro-Zea, Karla Liliana Ovalle Osuna, Óscar Omar Diaz Saavedra, Robin Alexander Millones Liza, Dany Yudet |
| author_sort | Haro-Zea, Karla Liliana |
| collection | Producción científica |
| description | Measuring digital marketing will help evaluate the impact of strategies, increased sales, customer acquisition, and customer retention. This research aims to design, adapt, and validate a scale measuring Digital Marketing in Small and Medium Enterprises. Results were structured as follows: To start, a thorough literature review was carried out. Subsequently, a panel of 6 marketing experts was made, who evaluated the content. Additionally, data collection was carried out with 711 collaborators from the strategic area of SMEs. As well as, exploratory and confirmatory factor analysis was carried out, obtaining a KMO of 0.95, with a variance of 85.80% in three factors, with factor weights greater than 0.5. The values of the goodness-of-fit index are as follows: residual root mean square (RMS) =0.047; goodness-of-fit index (GFI) = 0.876; adjusted goodness-of-fit index (AGPI) =0.825; comparative fit index (CFI) =0.956; Tucker-Lewis index (TLI) =0.945; normalized fit index (NFI) = 0.945; incremental fit index (IFI) = 0.950 and root mean square residual (RMSEA) =0.072. These values imply an acceptable fit for which the model is adequate, and the scale is valid. Received: 3 March 2024 / Accepted: 22 August 2024 / Published: 05 September 2024 |
| format | Article |
| id | oai:cris.upeu.edu.pe:20.500.15037/1387 |
| institution | UPeU |
| language | English |
| publishDate | 2024 |
| publishDateRange | 2024 |
| publishDateSort | 2024 |
| record_format | dspace |
| spelling | oai:cris.upeu.edu.pe:20.500.15037/13872026-10-30T16:15:43ZDesign, Adaptation, and Validation of a Digital Marketing Instrument in SMEsHaro-Zea, Karla LilianaOvalle Osuna, Óscar OmarDiaz Saavedra, Robin AlexanderMillones Liza, Dany Yudetscaledigital marketingSMEsMeasuring digital marketing will help evaluate the impact of strategies, increased sales, customer acquisition, and customer retention. This research aims to design, adapt, and validate a scale measuring Digital Marketing in Small and Medium Enterprises. Results were structured as follows: To start, a thorough literature review was carried out. Subsequently, a panel of 6 marketing experts was made, who evaluated the content. Additionally, data collection was carried out with 711 collaborators from the strategic area of SMEs. As well as, exploratory and confirmatory factor analysis was carried out, obtaining a KMO of 0.95, with a variance of 85.80% in three factors, with factor weights greater than 0.5. The values of the goodness-of-fit index are as follows: residual root mean square (RMS) =0.047; goodness-of-fit index (GFI) = 0.876; adjusted goodness-of-fit index (AGPI) =0.825; comparative fit index (CFI) =0.956; Tucker-Lewis index (TLI) =0.945; normalized fit index (NFI) = 0.945; incremental fit index (IFI) = 0.950 and root mean square residual (RMSEA) =0.072. These values imply an acceptable fit for which the model is adequate, and the scale is valid. Received: 3 March 2024 / Accepted: 22 August 2024 / Published: 05 September 2024Articlehttps://www.richtmann.org/journal/index.php/ajis/article/download/14001/13569http://dx.doi.org/10.36941/ajis-2024-015510.36941/ajis-2024-0155https://hdl.handle.net/20.500.15037/1387W4402324529enAcademic Journal of Interdisciplinary Studies2281-39932281-46122024-09-052026-06-13T09:56:39Z2026-06-13T09:56:39Z |
| spellingShingle | scale digital marketing SMEs Haro-Zea, Karla Liliana Ovalle Osuna, Óscar Omar Diaz Saavedra, Robin Alexander Millones Liza, Dany Yudet Design, Adaptation, and Validation of a Digital Marketing Instrument in SMEs |
| title | Design, Adaptation, and Validation of a Digital Marketing Instrument in SMEs |
| title_full | Design, Adaptation, and Validation of a Digital Marketing Instrument in SMEs |
| title_fullStr | Design, Adaptation, and Validation of a Digital Marketing Instrument in SMEs |
| title_full_unstemmed | Design, Adaptation, and Validation of a Digital Marketing Instrument in SMEs |
| title_short | Design, Adaptation, and Validation of a Digital Marketing Instrument in SMEs |
| title_sort | design adaptation and validation of a digital marketing instrument in smes |
| topic | scale digital marketing SMEs |
| topic_facet | scale digital marketing SMEs |
| url | https://www.richtmann.org/journal/index.php/ajis/article/download/14001/13569 http://dx.doi.org/10.36941/ajis-2024-0155 https://hdl.handle.net/20.500.15037/1387 |
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