Publicado Dec 13, 2013



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Felipe Uribe Saavedra

Josep Rialp Criado

Joan Llonch Andreu

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Resumen

Aún no es claro el impacto del uso de las redes sociales digitales como herramientade marketing en el desempeño de las empresas. Este trabajo examinadicho impacto con datos de empresas españolas. Mediante ecuaciones estructuralesaplicadas a un multigrupo intenta determinar si la intensidad de uso deestas redes en el marketing modera la relación entre capacidades dinámicas,orientación al mercado y orientación emprendedora, y cuál es el impacto en sudesempeño. Los resultados muestran que dicha intensidad modera la relaciónentre la orientación al mercado con el desempeño y con la orientación emprendedora.Una fuerte y decidida estrategia de marketing en las redes socialespuede potenciar estas relaciones y mejorar el desempeño.

Keywords

market orientation, entrepreneurial orientation, business performance, digital social networksorientación al mercado, orientación emprendedora, desempeño empresarial, redes sociales digitalesorientação ao mercado, orientação empreendedora, desempenho empresarial, redes sociais digitais

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Cómo citar
Uribe Saavedra, F., Rialp Criado, J., & Llonch Andreu, J. (2013). El uso de las redes sociales digitales como herramienta de marketing en el desempeño empresarial. Cuadernos De Administración, 26(47), 205–232. https://doi.org/10.11144/Javeriana.cao26-47.ursd
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