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The Role of Social Media and Innovation in Mexican Industrial Entrepreneurship
El papel de las redes sociales y la innovación en el emprendimiento industrial en México
O papel das redes sociais e da inovação no empreendedorismo industrial no México
DOI:
https://doi.org/10.15446/innovar.v34n92.98533Palabras clave:
Social media, Entrepreneurship, Innovation, Industrial sector, Sustainable, Competitive advantage (en)Social media, entrepreneurship, innovation, industrial sector, sustainable competitive advantage (es)
redes sociais, empreendedorismo, inovação, setor industrial, vantagem competitiva sustentável. (pt)
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The main goal of this work is to provide insights on the combined influence of social media and innovation on industrial entrepreneurship in Mexico. To do this, we study the meaning of social networks and innovation in products and processes and their joint impact on industrial entrepreneurship by developing a structural equation model (sem) that shows the relationships between these three variables, using a hypothesis-based approach that demonstrates their close relationship in the creation of social value. The indices of goodness and fit were used to evaluate the sem, showing satisfactory results. One of the key findings of this study is the use of social networks, such as Facebook, WhatsApp, Instagram, and Twitter, among others, as digital marketing tools that allow increasing market share and achieving return on investment by diversifying products and services and signaling new business opportunities.
Este artículo proporciona ideas sobre la influencia de las redes sociales y la innovación en el emprendimiento industrial en México. Para ello, se analizó el significado de las redes sociales y la innovación en productos y procesos, así como el impacto combinado de ambas en el emprendimiento industrial, utilizando un modelo de ecuaciones estructurales (sem) que muestra las relaciones entre estas tres variables. Se adoptó un enfoque basado en hipótesis que demuestra la estrecha relación de las variables mencionadas en la creación de valor social. Además, se emplearon índices de bondad y ajuste para evaluar el sem, mostrando resultados satisfactorios. Uno de los hallazgos clave de esta investigación es el uso de redes sociales como Facebook, WhatsApp, Instagram y Twitter, entre otras, como herramientas de marketing digital que buscan aumentar la cuota de mercado y lograr un retorno a la inversión mediante la diversificación de productos y servicios, así como facilitar la identificación de nuevas oportunidades de negocio
Este artigo apresenta uma perspectiva sobre a influência das redes sociais e da inovação no empreendedorismo industrial no México. Assim, a importância das redes sociais e da inovação de produtos e processos, bem como o impacto combinado de ambas no empreendedorismo industrial, foram analisados utilizando a modelagem com equações estruturais (SEM, na sigla em inglês), para mostrar as relações entre estas três variáveis. Foi adoptada uma abordagem orientada por hipóteses que demonstra a estreita relação entre as variáveis acima mencionadas na criação de valor social. Além disso, foram utilizados índices de qualidade do ajuste para avaliar a SEM, que apresentaram resultados satisfatórios. Um dos principais resultados desta pesquisa é o uso de redes sociais, como Facebook, WhatsApp, Instagram e Twitter, entre outras, como ferramentas de marketing digital que buscam aumentar a participação de mercado e obter retorno sobre o investimento por meio da diversificação de produtos e serviços, além de facilitar a identificação de novas oportunidades de negócios.
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