Female Micro-Entrepreneurs and Social Networks: Diagnostic Analysis of the Influence of Social-Media Marketing Strategies on Brand Financial Performance
The business world is facing a very complicated situation due to the COVID-19 pandemic. Small- and medium-sized companies (SMEs)—both in Spain and at the global level—are seeing their survival jeopardized by a fall in revenues. This scenario is aggravated in the case of micro-SMEs headed by female e...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2021-04-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2021.630058/full |
| _version_ | 1818873720595283968 |
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| author | Ana Isabel Jiménez-Zarco Ana Isabel Jiménez-Zarco Jose Antonio Clemente-Almendros Inés González-González Inés González-González Jorge Aracil-Jordà Jorge Aracil-Jordà |
| author_facet | Ana Isabel Jiménez-Zarco Ana Isabel Jiménez-Zarco Jose Antonio Clemente-Almendros Inés González-González Inés González-González Jorge Aracil-Jordà Jorge Aracil-Jordà |
| author_sort | Ana Isabel Jiménez-Zarco |
| collection | DOAJ |
| description | The business world is facing a very complicated situation due to the COVID-19 pandemic. Small- and medium-sized companies (SMEs)—both in Spain and at the global level—are seeing their survival jeopardized by a fall in revenues. This scenario is aggravated in the case of micro-SMEs headed by female entrepreneurs. Accordingly, micro-SMEs, particularly those led by female entrepreneurs, need to reinvent themselves to overcome the current adversities that could lead to the destruction of their businesses and hence their jobs. One of the ways to do this is to take advantage of digital transformation. Therefore, the aim of this paper is to analyze which variables influence the financial results of female-led Spanish micro-SMEs when they carry out social marketing actions. For that purpose, an online survey was designed and analyzed using the “PROCESS” macro. Results show that social media marketing actions have significant effects on financial performance. |
| first_indexed | 2024-12-19T12:59:12Z |
| format | Article |
| id | doaj.art-a624062ad2ec4b1a8daf702369220973 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-12-19T12:59:12Z |
| publishDate | 2021-04-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-a624062ad2ec4b1a8daf7023692209732022-12-21T20:20:18ZengFrontiers Media S.A.Frontiers in Psychology1664-10782021-04-011210.3389/fpsyg.2021.630058630058Female Micro-Entrepreneurs and Social Networks: Diagnostic Analysis of the Influence of Social-Media Marketing Strategies on Brand Financial PerformanceAna Isabel Jiménez-Zarco0Ana Isabel Jiménez-Zarco1Jose Antonio Clemente-Almendros2Inés González-González3Inés González-González4Jorge Aracil-Jordà5Jorge Aracil-Jordà6Business Faculty, Open University of Catalonia, Barcelona, SpainMarketing Department, Comillas Pontifical University-ICADE, Madrid, SpainBusiness Faculty, International University of La Rioja, Logroño, SpainBusiness Faculty, International University of La Rioja, Logroño, SpainMarconi International University (MIU), Miami, FL, United StatesBusiness Faculty, International University of La Rioja, Logroño, SpainBLC Group, Madrid, SpainThe business world is facing a very complicated situation due to the COVID-19 pandemic. Small- and medium-sized companies (SMEs)—both in Spain and at the global level—are seeing their survival jeopardized by a fall in revenues. This scenario is aggravated in the case of micro-SMEs headed by female entrepreneurs. Accordingly, micro-SMEs, particularly those led by female entrepreneurs, need to reinvent themselves to overcome the current adversities that could lead to the destruction of their businesses and hence their jobs. One of the ways to do this is to take advantage of digital transformation. Therefore, the aim of this paper is to analyze which variables influence the financial results of female-led Spanish micro-SMEs when they carry out social marketing actions. For that purpose, an online survey was designed and analyzed using the “PROCESS” macro. Results show that social media marketing actions have significant effects on financial performance.https://www.frontiersin.org/articles/10.3389/fpsyg.2021.630058/fullwomen entrepreneursmicro-SMEssocial media marketingfinancial performancedigital transformation |
| spellingShingle | Ana Isabel Jiménez-Zarco Ana Isabel Jiménez-Zarco Jose Antonio Clemente-Almendros Inés González-González Inés González-González Jorge Aracil-Jordà Jorge Aracil-Jordà Female Micro-Entrepreneurs and Social Networks: Diagnostic Analysis of the Influence of Social-Media Marketing Strategies on Brand Financial Performance Frontiers in Psychology women entrepreneurs micro-SMEs social media marketing financial performance digital transformation |
| title | Female Micro-Entrepreneurs and Social Networks: Diagnostic Analysis of the Influence of Social-Media Marketing Strategies on Brand Financial Performance |
| title_full | Female Micro-Entrepreneurs and Social Networks: Diagnostic Analysis of the Influence of Social-Media Marketing Strategies on Brand Financial Performance |
| title_fullStr | Female Micro-Entrepreneurs and Social Networks: Diagnostic Analysis of the Influence of Social-Media Marketing Strategies on Brand Financial Performance |
| title_full_unstemmed | Female Micro-Entrepreneurs and Social Networks: Diagnostic Analysis of the Influence of Social-Media Marketing Strategies on Brand Financial Performance |
| title_short | Female Micro-Entrepreneurs and Social Networks: Diagnostic Analysis of the Influence of Social-Media Marketing Strategies on Brand Financial Performance |
| title_sort | female micro entrepreneurs and social networks diagnostic analysis of the influence of social media marketing strategies on brand financial performance |
| topic | women entrepreneurs micro-SMEs social media marketing financial performance digital transformation |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2021.630058/full |
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