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.

Given the ubiquity of sustainability, the study attempts to develop and validate measurement constructs for financial inclusion. Further, it empirically examines the statistical relationship between validated constructs of financial inclusion and financial empowerment of blue-collar migrant workers. This empirical study proposes an exclusive research framework to inspect the development and validation of measurement scales for financial inclusion in the context of sustainable growth in India. The primary data were collected using the structured interview schedule among 268 blue-collar migrant workers. The Exploratory Factor Analysis (EFA) was employed to validate measurement constructs of financial inclusion and examine their hypothetical and conjectural relationships with the help of multiple correlation analysis. This paper identified eight valid and reliable underlying constructs of financial inclusion with the help of an exploratory factor study. The underlying constructs are ease of access, usage, availability, affordability, physical proximity, awareness and knowledge, financial literacy, and financial empowerment. Further, the outcomes of this study also confirmed that the underlying constructs of financial inclusion have a significant positive influence on the financial empowerment of blue-collar migrant workers.

Background Nowadays, digital literacy plays a key role in improving public management, especially in the most vulnerable communities. In this regard, we aim to understand how the knowledge and use of digital tools impact the work life of the vulnerable population in Lambayeque, facilitating their access to digital platforms and, in turn, improving their interaction with public services. The research aimed to analyze how the implementation of digital literacy improved the use of digital platforms in public administration among the vulnerable working population of the Lambayeque Region during the year 2023. Methods To achieve this, an applied approach with a descriptive-propositional scope was adopted. Additionally, a non-experimental and cross-sectional design was employed, considering a population of 1,356 inhabitants of Lambayeque, from which 673 were selected using a statistical formula. Results The results evidenced a positive relationship between digital literacy and the use of digital platforms. It was observed that the majority of respondents had a high level of digital literacy, which favored efficiency in the use of these tools within public administration. However, it was also identified that a sector of the population still presented a medium level, highlighting the need to strengthen the development of digital skills. Furthermore, the findings coincided with previous research that emphasized the importance of digital literacy in various sectors, such as commerce, small and medium enterprises, and financial inclusion. Conclusions Consequently, it was concluded that training in digital literacy was key to the adoption of new technologies and the utilization of digital services, thereby promoting a more active and empowered citizenship in the digital environment.

Esta investigación fue motivada por la imperiosa necesidad de analizar la problemática existente respecto de la falta de competitividad de las empresas textiles radicadas en la ciudad de Chiclayo. Ante ello, se propuso como objetivo determinar si la gestión empresarial incide en la competitividad de dichos entes económicos. En consecuencia, se optó por un estudio de tipo descriptivo correlacional y de diseño no experimental. Acto seguido, se aplicó una encuesta a una muestra de 170 MYPES, de un universo de 305. Tras ello, se obtuvo el nivel de Gestión empresarial de dichas empresas, siendo 21,76% (nivel bajo), 50,59% (nivel medio) y 27,65% (nivel alto). Además, el nivel de Competitividad fue; nivel bajo (52,35%), nivel medio (39,41%) y nivel alto (8,24%). Asimismo, se halló con una sig. 0,000 y r=0,724 que existe una correlación positiva media entre la Gestión empresarial y Competitividad. Finalmente se concluyó que; una mejora en la ejecución de las fases propias del proceso administrativo incrementa el nivel competitivo, es decir, contribuye en la mejoría de la capacidad de alcanzar ventajas comparativas para lograr, preservar y consiguientemente mejorar su posición en el mercado.