Capítulo: Confirming Digital Marketing Model Innovation Design: SEM in Post-COVID Social Impact Startups, Mexico

Authors

Juan Mejía-Trejo
Research Professor Titular B at CUCEA-Universidad de Guadalajara
https://orcid.org/0000-0003-0558-1943

Keywords:

Digital Marketing Model Innovation, Structrural Equation Modeling, COVID, Social impact Startups, Mexico

Synopsis

The COVID-19 pandemic is an unprecedented event that has ravaged emergent economies like Mexico seriously. In this sense, several sectors like social impact startups (SIS) are called to participate in ac- tions to recover more quickly in their operations, income, and competitiveness in the post-COVID era. In fact, digital marketing campaigns are alternatives for the Mexican SIS to raise its competitiveness again. Hence, this study aims to confirm the digital marketing model innovation (DMMI) through covariance- based structural equation modeling (CB-SEM) applied on a survey of 180 Mexican SIS during Dec-2020 to Feb-2021. The study ́s value is the model`s validity of DMMI and its capability to determine digital marketing strategies to overcome emergency situations like COVID-19.

Downloads

Download data is not yet available.

Author Biography

Juan Mejía-Trejo, Research Professor Titular B at CUCEA-Universidad de Guadalajara

Dr. Juan Mejía Trejo
He is born in 1964 in CDMX, México.
As professional experience:
1986-1987. Quality Department Control in KOKAI Electrónica S.A.
1987-2008. Former Internal Plant Exploitation Manager at Teléfonos de México S.A.B. Western Division.
As academic experience :
1987. He earned his degree in Communications and Electronics Engineering from the Escuela Superior de Ingeniería Mecánica y Eléctrica, Instituto Politécnico Nacional (ESIME at the IPN)
2004. He earned his master’s in Telecommunications Business Administration from INTTELMEX and France Telecom.
2010. He earned his doctorate in Administrative Sciences from the Escuela Superior de Comercio y Administración (ESCA at the IPN)
2011.He is a member of the Sistema Nacional de Investigadores (SNI) Level I of the Consejo Nacional de Ciencia y Tecnología (CONACYT) , México.
2010 to the present, he is Titular Research Professor B at the Department of Marketing and International Business at the Universidad de Guadalajara, México.
2015-2022.He earned the Coordination of the Doctorate in Management Sciences at the Universidad de Guadalajara.
2018-2020. He earned his master’s in Valuing Business in the Centro de Valores S.C. México.
2019.He earned Level II of the SNI/CONACYT.
2019. He is the Founder, the main Sponsor and Director of the AMIDI (Academia Mexicana de Investigacion y Docencia en Innovación SC) (https://amidi.mx/)
2021. He is the Founder, the main Sponsor and Editor-in-Chief of the Scientific Journal Scientia et PRAXIS (https://scientiaetpraxis .amidi.mx/index.php/sp)
2023. He is the Founder, the main Sponsor and Editor-in-Chief of the Digital Repository AMIDI.Biblioteca
(https://www.amidibiblioteca.amidi.mx/index.php/AB)
Currently, his line of research is Innovation Management, publishing articles and books that can be found on the Internet.
His ORCID is on https://orcid.org/0000-0003-0558-1943
Emails: jmejia@cucea.udg.mx; juanmejiatrejo@hotmail.com; direccion@amidi.mx; editorial@scientiaetpraxis.amidi.mx
ResearcherID: O-8416-2017
ResearcherID: HMW-2043-2023

References

ANL. (2020). AngelListm. Retrieved January 20, 2021 from https://angel.co/

ASPEN. (2017). Aceleración en México: Datos iniciales de las Startups Mexicanas. https://www.galidata.

org/assets/report/pdf/Acceleration%20in%20Mexico_SP.pdf

Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94. doi:10.1007/BF02723327

Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107(2),

–246. doi:10.1037/0033-2909.107.2.238 PMID:2320703

Bentler, P.M., & Bonnet, D. (1980). Significance tests and goodness of fit in analysis of covariance structures. Psychological Bulletin, (88), 588-606.

Blank, S., & Dorf, B. (2012). The Startup Owner’s Manual. The Step-By-Step Guide for Building a Great Company. K&S Ranch Press.

Byrne, B. M. (2006). Structural Equation Modeling With EQS, basic concepts, Applications, and Programming (2nd ed.). Multivariate Applications Series. Psychology Press, Taylor & Francs Group.

CEPAL. (2020). Sectores y empresas frente al COVID-19: emergencia y reactivación. Comisión.Económica para América Latina y el Caribe. (n.d.). Retrieved January 15, 2021 from https://repositorio. cepal.org/bitstream/handle/11362/45734/4/S2000438_es.pdf

El Financiero. (2016). Fracasan en México 75% de emprendimientos. Retrieved January 1o, 2021 from

https://www.elfinanciero.com.mx/empresas/fracasan-en-mexico-75-de-emprendimientos

El Financiero. (2020). COVID-19 deja sin trabajo a 12.5 millones de personas en México. Retrieved January 9, 2021 from https://www.elfinanciero.com.mx/economia/12-millones-de-mexicanos-perdieron- su-salario-en-abril-por-suspension-laboral

Fornell, Cl., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. JMR, Journal of Marketing Research, 18(2), 39–50. doi:10.1177/002224378101800104

Goldfarb, A., & Tucker, C. (2019). Digital Marketing. In Elsevier, Handbook of the Economics of Mar- keting, 1 (pp. 259-290). Retrieved November 22, 2020 from doi:10.1016/bs.hem.2019.04.004

Gómez-Zuluoaga, M. E. (2019). Emprendimiento de base Tecnológica: Un reto por cumplir. TEC Empresarial 13(2). Retrieved January 25, 2021 from https://www.scielo.sa.cr/scielo.php?pid=S1659- 33592019000200033&script=sci_arttext

Kingsnorth, S. (2019). Digital marketing Strategy. An integrated approach to online marketing (2nd ed.). Kogan Page. https://books.google.com.mx/books/about/Digital_Marketing_Strategy. html?id=HC83ugEACAAJ&r

Matson, E. (2006). New Technology-Based Firms: Their Failure Rates and Reasons for Failures. Norwegian University of Science and Technology (NTNU). DOI: doi:10.2139srn.942196

McKinsey. (2020a). What now? Retrieved January 30, 2021 from https://www.mckinsey.com/~/media/ mckinsey/business%20functions/strategy%20and%20corporate%20finance/our%20insights/what%20 now%20decisive%20actions%20to%20emerge%20stronger%20in%20the%20next%20normal/what-now- decisive-actions-to-emerge-stronger-in-the-next-normal.pdf

McKinsey. 2020b. What start-ups need to scale and succeed. Retrieved December 17, 2020 from https:// www.mckinsey.com/business-functions/mckinsey-digital/our-insights/what-start-ups-need-to-scale-and- succeed

Mejía-Trejo. (2019). Diseño de Cuestionarios y Creación de Escalas. Uso del EQS en las Ciencias Económico-Administrativas. México: BUK. https://buk.com.mx/9786075384672/description

Mejía-Trejo, J. (2017). Mercadotecnia Digital: Una descripción de las herramientas que apoyan la planeación estratégica de toda innovación de campaña web. Editorial Patria. https://books.google.com. mx/books/about/Mercadotecnia_Digital.htmlid=AUbJDgAAQBAJ&redir_esc=y

Mejía-Trejo, J. (2018). Designing a digital marketing model innovation to increase the competitiveness. First insights in Mexico. Nova Scientia, 10(2), 569–591. https://doi.org/10.21640/ns.v10i20.1160

OECD. (2008). Handbook on Constructing Composite Indicators Methodology and User Guide. Organi- sation for Economic Cooperation and Development. Retrieved December 12, 2020 from https://www. oecd.org/els/soc/handbookonconstructingcompositeindicatorsmethodologyanduserguide.htm

OECD. (2016). Estudios del Centro de Desarrollo Startup América Latina 2016 Construyendo un futuro innovador. París: Organisation for Economic Cooperation and Development. Retrieved December 15, 2020 from https://www.oecd.org/dev/americas/Startups2016_Si-ntesis-y-recomendaciones.pdf

OECD. (2017). Self-employed with tertiary education. París: Organisation for Economic Cooperation and Development. Retrieved December 15, 2020 from https://data.oecd.org/entrepreneur/self-employed- with-tertiary-education.htm#indicator-chart

OECD. (2018). Guidelines for Collecting, Reporting and Using Data on Innovation (4th ed.). París: Organisation for Economic Cooperation and Development. Retrieved December 18, 2020 from https:// www.oecd-ilibrary.org/docserver/9789264304604-en.pdf expires=1569822203&id=id&accname=guest&checksum=41982EA3EBE6060AEC51870D0888A774

OECD. (2020). Start-ups in the time of COVID-19: Facing the challenges, seizing the opportunities. París: Organisation for Economic Cooperation and Development. Retrieved January 17, 2020 from https:// www.oecd.org/coronavirus/policy-responses/start-ups-in-the-time-of-covid-19-facing-the-challenges- seizing-the-opportunities-87219267/

Pomerol, K. Ch. (2018). Business uncertainty, corporate decision and startups. Journal of Decision Systems, 27(S1), 32–37. https://doi.org/10.1080/12460125.2018.1460162

Ries, E. (2011). The Lean Startup. How today ‘s entrepreneurs use continuous innovation to create radically successful business. Crown Business. https://www.amazon.com/-/es/Eric-Ries/dp/0307887898

Saaty, T. L. (1997). Decision Making for Leaders: The Analytical Hierarchy Process for Decisions in a Complex World. RWS. doi:10.1016/0377-2217(90)90057-I

UN. (2015). Sustainable Development Goals. United Nations. Retrieved December 5, 2020 from https://www.un.org/sustainabledevelopment/sustainable-development-goals/

Valencia, R. (2014). El fracaso en startups tecnológicas en México. México: NovaEra. EGADE ITESM,Wayra. Retrieved December 6, 2020 from https://www.thefailureinstitute.com/es/reports/tech- research-2/

Downloads

PDF

Published

December 30, 2021

Series

Social Sciences

Categories

Copyright (c) 2021 Juan Mejía-Trejo

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Details about this monograph

ISBN-13 (15)

978-1-7998-8003-5