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dc.contributor.authorMüller-Pérez, Jessica
dc.contributor.authorGarza-Muñiz, Viridiana Sarahí
dc.contributor.authorAcevedo-Duque, Ángel
dc.contributor.authorGarcía-Salirrosas, Elizabeth Emperatriz
dc.contributor.authorEsponda-Pérez, Jorge Alberto
dc.contributor.authorÁlvarez-Becerra, Rina
dc.date.accessioned2024-04-10T06:05:16Z
dc.date.available2024-04-10T06:05:16Z
dc.date.issued2022
dc.identifier10.3390/su141912714
dc.identifier.issn20711050
dc.identifier.urihttps://hdl.handle.net/20.500.12728/10893
dc.description.abstractSince the emergence of COVID-19, the interruption of non-core activities negatively affected the entire world economy so that companies in emerging countries had to adapt to the “new reality” by seeking new business alternatives. The objective of this study is to determine the intention of Tamaulipas MSMEs to adopt inbound marketing tools based on the Technology Acceptance Model (TAM), considering the variables of attitudes, trust, and perceived technological risk. The proposed model was analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. A sample of 310 companies from the state of Tamaulipas was obtained. The results showed that perceived usefulness, trust, attitude, and word of mouth (WOM), were the variables that most influence the intention to adopt inbound marketing tools and, on the contrary, perceived ease and perceived risk were not significant. This demonstrates that adding new variables to the TAM model improves the predictive power of intention with respect to the adoption of new technology, providing a picture of the behavior of companies seeking to continue growing, despite the lags left by the COVID-19 pandemic. © 2022 by the authors.es_ES
dc.language.isoenes_ES
dc.publisherMDPIes_ES
dc.subjectdigital inbound marketinges_ES
dc.subjectmarketing relacionales_ES
dc.subjectMIPYMESes_ES
dc.subjectTAM modeles_ES
dc.titleThe Future of Tamaulipas MSMEs after COVID-19: Intention to Adopt Inbound Marketing Toolses_ES
dc.typeArticlees_ES


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