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The knowledge of the smes in Xalapa (México) about the community manager
This article presents findings from a research project entitled “Evaluation of the Community Manager in the Digital Marketing Practices of Small and Medium-Sized Businesses in Xalapa, Veracruz.” Drawing on theories of digital marketing and the role of community managers by authors such as Manuel Mor...
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| Formato: | Online Artículo |
| Lenguaje: | spa |
| Publicado: |
Universidad Veracruzana
2019
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| Materias: | |
| Acceso en línea: | https://balaju.uv.mx/index.php/balaju/article/view/2561 https://dx.doi.org/10.25009/blj.v0i9.2561 |
| _version_ | 1780758669079609344 |
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| author | Espino Bautista, Gabriela |
| author_facet | Espino Bautista, Gabriela |
| author_sort | Espino Bautista, Gabriela |
| collection | Balajú. Revista de Cultura y Comunicación de la Universidad Veracruzana |
| description | This article presents findings from a research project entitled “Evaluation of the Community Manager in the Digital Marketing Practices of Small and Medium-Sized Businesses in Xalapa, Veracruz.” Drawing on theories of digital marketing and the role of community managers by authors such as Manuel Moreno, Gary Armstrong and Philip Kotler, it describes the methodology used in a survey applied to people in ownership, administrative, and human resources positions in businesses in the city of Xalapa, and goes on to analyze the results of this project. |
| format | Online Article |
| id | oai_balaju-article-2561 |
| institution | Universidad Veracruzana |
| language | spa |
| publishDate | 2019 |
| publisher | Universidad Veracruzana |
| record_format | ojs |
| spelling | oai_balaju-article-25612022-06-03T18:38:08Z The knowledge of the smes in Xalapa (México) about the community manager El conocimiento de las pymes en Xalapa (México). Sobre el community manager Espino Bautista, Gabriela Community manager mercadotecnia pymes marketing digital redes sociales digitales Community manager marketing smes digital marketing digital social networks. This article presents findings from a research project entitled “Evaluation of the Community Manager in the Digital Marketing Practices of Small and Medium-Sized Businesses in Xalapa, Veracruz.” Drawing on theories of digital marketing and the role of community managers by authors such as Manuel Moreno, Gary Armstrong and Philip Kotler, it describes the methodology used in a survey applied to people in ownership, administrative, and human resources positions in businesses in the city of Xalapa, and goes on to analyze the results of this project. En este artículo se exponen los resultados obtenidos del conocimiento que tienen las pymes (pequeñas y medianas empresas) de Xalapa, Veracruz sobre la gestión de comunidades en línea, dichos resultados forman parte de la investigación titulada “La valoración del community manager en el marketing digital de pymes de la ciudad de Xalapa, Ver.”, en la cual este tema se integra como pregunta de investigación. En este escrito se parte de teorías sobre el marketing digital y el community manager por autores como Manuel Moreno, Gary Armstrong y Philip Kotler, y se describe la metodología utilizada por medio de una encuesta aplicada a personas con cargo de propietario, administrativo o de recursos humanos dentro de pymes de Xalapa para posteriormente presentar los resultados y conclusiones a partir de una serie de análisis. Universidad Veracruzana 2019-05-09 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf text/html https://balaju.uv.mx/index.php/balaju/article/view/2561 10.25009/blj.v0i9.2561 Balajú. Revista de Cultura y Comunicación de la Universidad Veracruzana; Núm. 9 (2018); 73-96 2448-4954 10.25009/blj.v0i9 spa https://balaju.uv.mx/index.php/balaju/article/view/2561/4472 https://balaju.uv.mx/index.php/balaju/article/view/2561/4482 Derechos de autor 2019 Universidad Veracruzana |
| spellingShingle | Community manager mercadotecnia pymes marketing digital redes sociales digitales Community manager marketing smes digital marketing digital social networks. Espino Bautista, Gabriela The knowledge of the smes in Xalapa (México) about the community manager |
| title | The knowledge of the smes in Xalapa (México) about the community manager |
| title_alt | El conocimiento de las pymes en Xalapa (México). Sobre el community manager |
| title_full | The knowledge of the smes in Xalapa (México) about the community manager |
| title_fullStr | The knowledge of the smes in Xalapa (México) about the community manager |
| title_full_unstemmed | The knowledge of the smes in Xalapa (México) about the community manager |
| title_short | The knowledge of the smes in Xalapa (México) about the community manager |
| title_sort | knowledge of the smes in xalapa (méxico) about the community manager |
| topic | Community manager mercadotecnia pymes marketing digital redes sociales digitales Community manager marketing smes digital marketing digital social networks. |
| topic_facet | Community manager mercadotecnia pymes marketing digital redes sociales digitales Community manager marketing smes digital marketing digital social networks. |
| url | https://balaju.uv.mx/index.php/balaju/article/view/2561 https://dx.doi.org/10.25009/blj.v0i9.2561 |
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