Matches in SemOpenAlex for { <https://semopenalex.org/work/W2512167874> ?p ?o ?g. }
Showing items 1 to 53 of
53
with 100 items per page.
- W2512167874 abstract "Purpose: The Innovation (INNOV) process is considered as a driver to increase the competitiveness in the Digital Marketing (DM) sector; however, many firms ignore how their own DM resources and capabilities affect the INNOV process. So, through a DM-INNOV proposed conceptual model, the aim of this study is to determine which are the main factors of INNOV are affected from DM, in Guadalajara, Mexico.Design/methodology/approach: The design is based on INNOV process model, construct published previously by Mejia-Trejo et al. (2014) and complemented with the DM model construct proposed here, with variables which are tested for validity and reliability through a pilot survey in order to get the final model. The study subjects were the most important customers of Monster Online (a mexican company, specialized in DM) and analysed by inferential statistics determining the Cronbach’s Alpha reliability in a pilot test and multiple linear regression (MLR) based on Stepwise Method using SPSS 20 program. The methodology is proposed as a descriptive, exploratory, correlational and a transversal study, based on documentary research to obtain a final questionnaire using the Likert scale applied to the total population: 900 Monster’s Online relevant CEO clients. So, we proposed:1. For DM: Web integration (WBI); Web Experience (WBE); Web Strategy (WBS) and Technological Resources (TRS)2. For INNOV process by Mejia-Trejo’s et al. (2014) conceptual model with: Innovation Value Added (IVADD); Innovation Income Items (IIIT); Innovation Process (INPROC); Innovation Performance (IPERF); Innovation Feedback Items (IFEED); Innovation Outcome Items or Results of Innovation (IOIT).The approach is based on the importance to relate the DM on INNOV process to determine their main factors that are affected and generate more innovation in the DM sector.Originality/Value: This article is aimed to determine the main factors that drive the DM on INNOV process to get more, about this, by mean of original theoretical models as a product of the principal related theories about DM and INNOV process. The Value of the study, is to obtain a first settlement for a generalized model able to be applied in other sectors in Mexico.Practical implications: The results obtained, will allow us measuring the level of correlation amongst the variables in study, and discover how the main factors of INNOV process are influenced for DM components." @default.
- W2512167874 created "2016-09-16" @default.
- W2512167874 creator A5002777978 @default.
- W2512167874 creator A5025383769 @default.
- W2512167874 creator A5088569359 @default.
- W2512167874 date "2016-01-01" @default.
- W2512167874 modified "2023-10-17" @default.
- W2512167874 title "Innovation and Digital Marketing in Guadalajara, Mexico" @default.
- W2512167874 cites W1551359504 @default.
- W2512167874 cites W1613941202 @default.
- W2512167874 cites W166731673 @default.
- W2512167874 cites W2002856998 @default.
- W2512167874 cites W2047811846 @default.
- W2512167874 cites W2116211112 @default.
- W2512167874 cites W2123337977 @default.
- W2512167874 cites W2534855899 @default.
- W2512167874 cites W2888865797 @default.
- W2512167874 cites W4205442240 @default.
- W2512167874 cites W4231413381 @default.
- W2512167874 doi "https://doi.org/10.2139/ssrn.2827941" @default.
- W2512167874 hasPublicationYear "2016" @default.
- W2512167874 type Work @default.
- W2512167874 sameAs 2512167874 @default.
- W2512167874 citedByCount "0" @default.
- W2512167874 crossrefType "journal-article" @default.
- W2512167874 hasAuthorship W2512167874A5002777978 @default.
- W2512167874 hasAuthorship W2512167874A5025383769 @default.
- W2512167874 hasAuthorship W2512167874A5088569359 @default.
- W2512167874 hasConcept C144133560 @default.
- W2512167874 hasConcept C162853370 @default.
- W2512167874 hasConcept C205649164 @default.
- W2512167874 hasConcept C98495876 @default.
- W2512167874 hasConceptScore W2512167874C144133560 @default.
- W2512167874 hasConceptScore W2512167874C162853370 @default.
- W2512167874 hasConceptScore W2512167874C205649164 @default.
- W2512167874 hasConceptScore W2512167874C98495876 @default.
- W2512167874 hasLocation W25121678741 @default.
- W2512167874 hasOpenAccess W2512167874 @default.
- W2512167874 hasPrimaryLocation W25121678741 @default.
- W2512167874 hasRelatedWork W2596173151 @default.
- W2512167874 hasRelatedWork W2748952813 @default.
- W2512167874 hasRelatedWork W2765153054 @default.
- W2512167874 hasRelatedWork W2899084033 @default.
- W2512167874 hasRelatedWork W2931838652 @default.
- W2512167874 hasRelatedWork W3080576469 @default.
- W2512167874 hasRelatedWork W3132716659 @default.
- W2512167874 hasRelatedWork W4231340554 @default.
- W2512167874 hasRelatedWork W4367154464 @default.
- W2512167874 hasRelatedWork W2051331738 @default.
- W2512167874 isParatext "false" @default.
- W2512167874 isRetracted "false" @default.
- W2512167874 magId "2512167874" @default.
- W2512167874 workType "article" @default.