This study aims to identify the factors that influence the use of digital marketing by SMEs in Medellín during COVID-19, proposing five factors that influence the use of these digital tools by 120 SMEs in Medellín, Colombia. The research was carried out under an exploratory factorial analysis, with a quantitative approach and an exploratory-descriptive scope. For data analysis, the levels of association between the constructs of the conceptual model and the intention to use these virtual tools were estimated, using Cramer’s V coefficient. The results identify the benefits perceived by customers, the perceived advantages of using digital tools, and business optimization as the key factors in predicting their acceptance and use. It is concluded that the most used digital marketing strategies are the content and web sites of Instagram and Facebook. As the main implications, the study contributes to understanding the behavior of companies regarding technological change which could help to identify needs and successful strategies that ensure the continuity and sustainability of this business sector. As limitations, the hypotheses were tested in a single context, so it is necessary to compare these results in developed countries to contribute to a global approach. In addition, only marketing professionals who held operational positions were surveyed, so future managers and leaders of the marketing area should be included in the studies.

This work aimed to identify the main variables that determine the adoption of Fintech services in young students in the Colombian context through a model with five factors proposed to explain this behavior in 124 Colombian university students. The methodological design followed a quantitative approach and an exploratory–descriptive scope. For data processing, the statistical techniques exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were used to extract the relevant factors and evaluate the measurement model. To test the hypotheses about the relationships of the conceptual model constructs, Cramer’s V coefficient was used. The results showed that financial education and social influence have a positive effect on perceived benefit; in turn, low regulation is not strongly related to perceived benefit and is not dependent on social influence. However, digital literacy is affected by financial education and social influence. It is concluded that the number of mobile users in Colombia is increasing rapidly; however, the adoption of Fintech is slow. In addition, most of the university students in this study do not know what Fintech is, but they recognize that they use it frequently.

Digital transformation has been identified as a primary catalyst for sustainability and competitiveness in the textile industry. The implementation of strategic and efficient solutions, including automation of tasks, virtual reality, and big data, is driving these advancements. However, extant literature on the subject reveals significant gaps regarding the impact of digital transformation on business performance within the sector. The objective of this study is to examine research trends related to digital transformation in the textile sector, with a particular focus on how these technologies enhance company performance in terms of productivity, product quality, and customer satisfaction. A bibliometric analysis is conducted using the Web of Science and Scopus databases, following PRISMA guidelines. The analysis identifies the United States and the United Kingdom as leaders in this research area, and highlights sustainability and supply chain management as growing topics in academic literature. The study further identifies significant themes for the future research agenda, including the use of artificial intelligence in supply chain management, e-commerce in sales management, and the need to develop digital skills and ethical considerations for professionals in the sector. The findings demonstrate that the implementation of digital technologies and platforms has enhanced product quality and customer satisfaction, while facilitating market expansion. From a policy perspective, it is recommended that governments support innovation, digital skills development, and collaboration among stakeholders to foster sustainable growth in the textile sector.

El artículo identifica los factores asociados al uso de las tarjetas de crédito en los jóvenes universitarios. La investigación se realizó bajo un análisis factorial exploratorio, con un enfoque cuantitativo y de alcance exploratorio-descriptivo. Para el análisis de datos se cuantificaron los niveles de asociación entre los constructos del modelo conceptual en intención de uso de las tarjetas de crédito, mediante el coeficiente V de Cramer. Los resultados verificaron la capacidad explicativa del modelo y encontraron la asociación entre los factores: educación financiera, beneficios percibidos del crédito, intención de uso de tarjetas de crédito, cultura del ahorro y notificación de costos por parte de la entidad bancaria. Se concluye que las relaciones presentes en el modelo demuestran que una de las variables más importantes al momento de fomentar y promocionar el uso de las tarjetas de crédito está estrechamente vinculado con la satisfacción percibida por el cliente, incluyendo desde la atención prestada por el asesor corporativo hasta el análisis de la relación entre el conocimiento financiero con el que cuenta el usuario, y la relación costo-beneficio que recibe de la entidad al adquirir el crédito.

Research trends of the knowledge-based economy: A bibliometric study

Este estudio tiene como objetivo determinar los factores que influyen en la decisión de compra de los habitantes millennials de la ciudad de Medellín (Colombia) a través de medios virtuales, a partir de la teoría del comportamiento planeado. La metodología es de tipo exploratoria-descriptiva con enfoque cuantitativo de alcance correlacional. Se recolectaron 350 encuestas auto-administradas. Se cuantificaron los niveles de asociación entre las dimensiones del modelo propuesto utilizando el estadístico D de Somers. Los resultados muestran la capacidad explicativa del modelo y revelan los factores (actitud y control percibido) que explican la intención de uso del comercio-e por parte de los millennials. Se concluye que la intención de compra y conducta se produce cuando la experiencia del usuario es satisfactoria, o cuando el servicio recibido y lo experimentado corresponde con las expectativas generadas alrededor del servicio.