Pub Date : 1900-01-01DOI: 10.4018/978-1-7998-3351-2.ch020
Jovanna Nathalie Cervantes Guzmán
The purpose of this chapter is to expose the relevance of the use of micro-influencers as a creative strategy in the marketing used by SMEs in Mexico. The methodology employed was deductive, exploratory, descriptive, correlational, and documentary. The information presented from the research carried out on the millennials shows that the productive life of an SME would obtain a considerable increase working on its publicity as a creative strategy with a micro influencer.
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Pub Date : 1900-01-01DOI: 10.4018/978-1-7998-3351-2.ch012
León Darío Parra, Milenka Linneth Argote Cusi
Modern society generates about 7 Zetabytes each year, of which 75% comes from the connectivity of individuals to social networks. In this regard, the chapter presents a case study of the application of big data technologies for entrepreneurial analysis using global entrepreneurship monitor (GEM) data as a new tool of analysis. Therefore, the core of this chapter is to present the methodology that was used to develop and implement the big data app of GEM as well as the main results of project. On the other hand, the chapter remarks the advantages and disadvantages of this kind of technology for the case of GEM data. Finally, it presents the respective dashboards that interrelate the gem data with Word Bank indicators as a case study of the application of big data for entrepreneurship research.
{"title":"Big Data Application in Entrepreneurship","authors":"León Darío Parra, Milenka Linneth Argote Cusi","doi":"10.4018/978-1-7998-3351-2.ch012","DOIUrl":"https://doi.org/10.4018/978-1-7998-3351-2.ch012","url":null,"abstract":"Modern society generates about 7 Zetabytes each year, of which 75% comes from the connectivity of individuals to social networks. In this regard, the chapter presents a case study of the application of big data technologies for entrepreneurial analysis using global entrepreneurship monitor (GEM) data as a new tool of analysis. Therefore, the core of this chapter is to present the methodology that was used to develop and implement the big data app of GEM as well as the main results of project. On the other hand, the chapter remarks the advantages and disadvantages of this kind of technology for the case of GEM data. Finally, it presents the respective dashboards that interrelate the gem data with Word Bank indicators as a case study of the application of big data for entrepreneurship research.","PeriodicalId":131489,"journal":{"name":"Handbook of Research on IT Applications for Strategic Competitive Advantage and Decision Making","volume":"41 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125094958","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.4018/978-1-7998-3351-2.ch019
Jovanna Nathalie Cervantes-Guzmán
Neuromarketing is a tool of research that has shown those stimuli of marketing that affect the emotional part of buyers' brains. Their knowledge can be considered as a support in a strategy to influence the increase sales levels and improve the relationship with customers. The purpose of the research is to demonstrate the relationship between the key strategies of neuromarketing and the elements of the quality in the service for sales to the final customer in commercial SMEs of the jewelry industry in Guadalajara. The methodology that was used was non-experimental of transversal character and an exploratory research and correlation. The object of the study was the commercial SMEs of Centro Joyero San Juan de Dios in Guadalajara. The analysis demonstrated that there exists a relation of the key strategies and the quality of the service in the perception of sales in neuromarketing.
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