Networking, contenido digital y gestión empresarial: análisis en pequeñas y medianas empresas
Palabras clave:
networking, contenido digital, gestión empresarial, cuadro de mando integral
Resumen
La inversión en activos intangibles y su conexión con los resultados del negocio constituyen un elemento fundamental para la gerencia moderna. El presente estudio tuvo como objetivo proponer un modelo teórico que determine la influencia del networking y el contenido digital en la gestión empresarial. La investigación tiene un enfoque cuantitativo, no experimental, de corte transversal y alcance correlacional-explicativo. Se aplicó una encuesta a una muestra de 310 pequeñas y medianas empresas de la región. Se validó el modelo con análisis factorial confirmatorio y ecuaciones estructurales. Los resultados revelaron que el Networking tiene una relación directa, positiva y estadísticamente significativa con la gestión empresarial, a diferencia del contenido digital. Se concluye que, para las pequeñas y medianas empresas, la gestión estratégica de redes de contacto es un motor fundamental del desempeño, mientras que el contenido digital ejecutado de forma táctica y desarticulada, no se traduce en valor empresarial medible.
Citas
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Angulo-Ruiz, F., Donthu, N., Prior, D., & Rialp-Criado, J. (2022). Funding marketing resources and capabilities during a recession: An empirical examination of top corporate advertisers. European Journal of Marketing, 56(8), 2138–2171. https://doi.org/10.1108/EJM-06-2020-0423
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Saltos-Cruz, G., Araque-Jaramillo, W., & Saltos-Cruz, C. (2022). Gestión de marca. Revista Venezolana de Gerencia, 27(7), 186–202. https://doi.org/10.52080/rvgluz.27.7.13
Saltos-Cruz, G., Peñaherrera-Zambrano, S., Herrera-Herrera, J., Naranjo-Holguín, F., & Araque-Jaramillo, W. (2022). Digital media ecosystem: A core component analysis according to expert judgment. Lecture Notes in Networks and Systems, 407(1), 1–13. https://doi.org/10.1007/978-3-030-96147-3_2
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Semrau, T. A. (2020). Entrepreneurial orientation and SME performance across societal cultures: An international study. Journal of Business Research, 69(5), 1928–1932. https://doi.org/10.1016/j.jbusres.2015.10.082
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Ukpabi, D., Olaleye, S., Mogaji, E., & Karjaluoto, H. (2018). Insights into online reviews of hotel service attributes: A cross-national study of selected countries in Africa. En Information and Communication Technologies in Tourism 2018 (pp. 243–256). Springer. https://doi.org/10.1007/978-3-319-72923-7_19
Vallejo-Bojorque, A., Cavazos-Arroyo, J., Lagunez-Pérez, M., & Vásquez-Herrera, S. (2021). Experiencia del cliente, confianza y lealtad de los millennials en el sector bancario de la ciudad de Cuenca-Ecuador. Retos: Revista de Ciencias de la Administración y Economía, 11(22), 287–300. https://doi.org/10.17163/ret.n22.2021.06
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Xu, J., Li, X., & Niu, H. (2017). The effects of post-adoption beliefs on continuance use of a microblogging service: The role of network externalities. Journal of Network and Virtual Organisations, 17(1), 88–102. https://api.semanticscholar.org/CorpusID:40479499
Adler, P. S., & Kwon, S. W. (2002). Social capital: Prospects for a new concept. Academy of Management Review, 27(1), 17–40. https://www.jstor.org/stable/4134367
Aftab, H., Shuja, J., & Alasmary, W. (2021). Hybrid DBSCAN based community detection for edge caching in social media applications. International Wireless Communications and Mobile Computing, 1(1), 2038–2043. https://ieeexplore.ieee.org/document/9498609
Akaeva, V., Narshirvanova, Y., & Savintseva, N. (2023). The impact of digitalization of the economy on the cooperation of economic entities in the post-pandemic. Big Data in Information Society and Digital Economy, 124(1), 1–28. https://doi.org/10.1007/978-3-031-29489-1_28
Alam, M. S., Wang, D., & Rafique, K. (2018). Analyzing the impact of social network sites and social applications on buying attitude in developing nations: Consumers’ engagement using flourishing digital platforms. International Journal of Enterprise Information Systems, 14(4), 108–123. https://doi.org/10.4018/IJEIS.2018100108
Angulo-Ruiz, F., Donthu, N., Prior, D., & Rialp-Criado, J. (2022). Funding marketing resources and capabilities during a recession: An empirical examination of top corporate advertisers. European Journal of Marketing, 56(8), 2138–2171. https://doi.org/10.1108/EJM-06-2020-0423
Barrientos-Felipa, P. (2021). Redes sociales y emprendimiento en tiempos de COVID-19: Experiencia de Ocaña. Revista de Ciencias Sociales, 27(4), 213–228. https://doi.org/10.31876/rcs.v27i.36996
Ferreras-Méndez, J. L., & Fernández-Mesa, A. Y. (2015). Depth and breadth of external knowledge search and performance: The mediating role of absorptive capacity. Industrial Marketing Management, 47(1), 86–97. https://doi.org/10.1016/j.indmarman.2015.02.038
Garbelli, M. E. (2016). Competitive networking for SME: A case study of its success in Italy. European Scientific Journal, 12(7), 1–23. https://eujournal.org/index.php/esj/article/view/7115/6850
George, D., & Mallery, P. (2019a). IBM SPSS Statistics 26 step by step: A simple guide and reference. Routledge.
George, D., & Mallery, P. (2019b). SPSS for Windows step by step: A simple guide and reference. 11.0 Update. Allyn & Bacon.
Gvili, Y., & Levy, S. (2018). Consumer engagement with eWOM on social media: The role of social capital. Online Information Review, 42(4), 482–505. https://doi.org/10.1108/OIR-05-2017-0158
Hair, J. F., Babin, B. J., Anderson, R. E., & Black, W. C. (2018). Multivariate data analysis. Pearson.
Hatori, Y., & Hiranai, K. (2025). Validation of gait parameters during turning obtained from consumer virtual reality devices. Accuracy Journal, 13(1), 790–801. https://doi.org/10.1109/ACCESS.2025.3627557
Hernández Sampieri, R., Fernández, C., & Baptista, P. (2018). Metodología de la investigación. McGraw-Hill.
Hollebeek, L. D., & Macky, K. (2022). Digital content marketing’s role in fostering consumer engagement, trust, and value: Framework, fundamental drivers, and future research. Journal of Interactive Marketing, 45(1), 27–41. https://doi.org/10.1016/j.intmar.2018.07.003
Järvinen, J., & Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 55(1), 164–175. https://doi.org/10.1016/j.indmarman.2015.07.002
Kaplan, R. S., & Norton, D. P. (1996). The balanced scorecard: Translating strategy into action. Harvard Business Press.
Kumar, J., Rani, V., & Rani, M. (2022). Nexus between intellectual capital and innovation performance: The mediating role of firm’s attractiveness and knowledge sharing. Journal of Information and Knowledge Management Systems, 55(5), 1349–1366. https://doi.org/10.1108/VJIKMS-06-2023-0145
Ozanne, L., Chowdhury, M., & Prayag, G. (2022). SMEs navigating COVID-19: The influence of social capital and dynamic capabilities on organizational resilience. Industrial Marketing Management, 104(1), 116–135. https://doi.org/10.1016/j.indmarman.2022.04.009
Ramos Oyola, N., & Neri Ayala, A. (2022). Las 4 ces del marketing y su relación con el posicionamiento de marca. Telos: Revista de Estudios Interdisciplinarios en Ciencias Sociales, 24(2), 384–396. https://doi.org/10.36390/telos242.11
Salonen, A., Mero, J., Munnukka, J., Zimmer, M., & Karjaluoto, H. (2024). Digital content marketing on social media along the B2B customer journey: The effect of timely content delivery on customer engagement. Industrial Marketing Management, 118(1), 12–26. https://doi.org/10.1016/j.indmarman.2024.02.002
Saltos-Cruz, G., Araque-Jaramillo, W., & Saltos-Cruz, C. (2022). Gestión de marca. Revista Venezolana de Gerencia, 27(7), 186–202. https://doi.org/10.52080/rvgluz.27.7.13
Saltos-Cruz, G., Peñaherrera-Zambrano, S., Herrera-Herrera, J., Naranjo-Holguín, F., & Araque-Jaramillo, W. (2022). Digital media ecosystem: A core component analysis according to expert judgment. Lecture Notes in Networks and Systems, 407(1), 1–13. https://doi.org/10.1007/978-3-030-96147-3_2
Saltos-Cruz, J. G., Naranjo-Holguín, F., & Ortiz-Paredes, W. F. (2025). Marketing digital y posicionamiento de marca de las pymes de calzado del Ecuador. Revista Venezolana de Gerencia, 30(111), 1516–1532. https://doi.org/10.52080/rvgluz.30.111.17
Semrau, T. A. (2020). Entrepreneurial orientation and SME performance across societal cultures: An international study. Journal of Business Research, 69(5), 1928–1932. https://doi.org/10.1016/j.jbusres.2015.10.082
Sohier, R., & Brée, J. (2017). Proposal of a digital identity scale. En P. Rossi (Ed.), Marketing at the Confluence between Entertainment and Analytics (pp. 45–68). Springer.
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633–651. https://doi.org/10.1108/JSBED-05-2013-0073
Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509–533. https://doi.org/10.1002/(SICI)1097-0266(199708)18:7<509::AID-SMJ882>3.0.CO;2-Z
Trainor, K. J., Andzulis, J. M., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201–1208. https://doi.org/10.1016/j.jbusres.2013.05.002
Trequattrini, R., Lombardi, R., Lardo, A., & Cuozzo, B. (2018). The impact of entrepreneurial universities on regional growth: A local intellectual capital perspective. Journal of the Knowledge Economy, 9(1), 199–211. https://doi.org/10.1007/s13132-015-0334-8
Ukpabi, D., Olaleye, S., Mogaji, E., & Karjaluoto, H. (2018). Insights into online reviews of hotel service attributes: A cross-national study of selected countries in Africa. En Information and Communication Technologies in Tourism 2018 (pp. 243–256). Springer. https://doi.org/10.1007/978-3-319-72923-7_19
Vallejo-Bojorque, A., Cavazos-Arroyo, J., Lagunez-Pérez, M., & Vásquez-Herrera, S. (2021). Experiencia del cliente, confianza y lealtad de los millennials en el sector bancario de la ciudad de Cuenca-Ecuador. Retos: Revista de Ciencias de la Administración y Economía, 11(22), 287–300. https://doi.org/10.17163/ret.n22.2021.06
Vhatkar, M., Raut, R., Gokhale, R., Kumar, M., Akarte, M., & Ghoshal, S. (2024). Leveraging digital technology in retailing business: Unboxing synergy between omnichannel retail adoption and sustainable retail performance. Journal of Retailing and Consumer Services, 81(1), 81–98. https://doi.org/10.1016/j.jretconser.2024.104047
Wamba, S. F., & Carter, L. (2014). Social media tools adoption and use by SMEs: An empirical study. Journal of End User and Organizational Computing, 26(2), 1–17. https://doi.org/10.4018/joeuc.2014040101
Xu, J., Li, X., & Niu, H. (2017). The effects of post-adoption beliefs on continuance use of a microblogging service: The role of network externalities. Journal of Network and Virtual Organisations, 17(1), 88–102. https://api.semanticscholar.org/CorpusID:40479499
Publicado
2026-02-27
Cómo citar
Córdova-Aldas, V. H., Herrera-Herrera, J. B., & Santamaría-Freire, E. J. (2026). Networking, contenido digital y gestión empresarial: análisis en pequeñas y medianas empresas. Revista Venezolana De Gerencia, 31(114), e311141. Recuperado a partir de https://produccioncientificaluz.org/index.php/rvg/article/view/45237
Número
Sección
En la mira: Marketing
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