Web Analytics and Social Media for the Evaluation of Digital Marketing in PyMEs


  • Karla Michell Gutiérrez Chávez Autonomous University of Baja California, Faculty of Humanities and Social Sciences, Calzada Universidad 14418 Parque Industrial, C.P. 22390. Tijuana, Baja California, Mexico. https://orcid.org/0000-0003-4559-276X
  • Norma Candolfi Arballo Universidad Autónoma de Baja California, Facultad de Ciencias de la Ingeniería y Tecnología Unidad Valle de las Palmas. Blvd Universidad #1000, Tijuana. Baja California, México. https://orcid.org/0000-0002-9167-104X




Small and Medium Enterprises, Big Data, Digital Marketing, Marketing Strategy Evaluation, Social Media.


In the last decade, the emerge of the industry 4.0 have been increasing the use of the web, platforms of social media, and the big data as digital strategy of marketing by companies, with the purpose of obtain information appropriate about their users; for that, the following revision has the principal objective of analyze the application of these strategies in the section of small and medium enterprises. The literature selected to elaborate the revision has validity from the last five years, the majority articles of scientific investigation from magazines affiliates to important databases, editorial publication and the minority from literature articles. The research process it is centered in the application of Boolean operators combining the keywords. The articles that were chosen were the ones that satisfy the inclusion criteria and the ones whom differ with the criteria were excluded.  


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R. Oliva, K. Carvajal, and A. Cataldo, "Impacto de TI en las pequeñas y medianas empresas ¿es su efecto moderado por la intensidad de uso de TI de la industria?," J. Technol. Manag. Innov., vol. 13, no. 2, pp. 82-93, 2018. https://doi.org/10.4067/S0718-27242018000200082. DOI: https://doi.org/10.4067/S0718-27242018000200082

J. R. A. Ndiege, "Social media technology for the strategic positioning of small and medium-sized enterprises: Empirical evidence from Kenya," Electron. J. Inf. Syst. Dev. Ctries., vol. 85, no. 2, pp. 1-12, 2019. https://doi.org/10.1002/isd2.12069. DOI: https://doi.org/10.1002/isd2.12069

S. Z. Ahmad, N. Ahmad, and A. R. Abu Bakar, "Reflections of entrepreneurs of small and medium-sized enterprises concerning the adoption of social media and its impact on performance outcomes: Evidence from the UAE," Telemat. Informatics, vol. 35, no. 1, pp. 6-17, 2018. https://doi.org/10.1016/j.tele.2017.09.006. DOI: https://doi.org/10.1016/j.tele.2017.09.006

P. Foroudi, S. Gupta, A. Nazarian, and M. Duda, "Digital technology and marketing management capability: achieving growth in SMEs," Qual. Mark. Res., vol. 20, no. 2, pp. 230-246, 2017. https://doi.org/10.1108/QMR-01-2017-0014. DOI: https://doi.org/10.1108/QMR-01-2017-0014

B. J. Keegan and J. Rowley, "Evaluation and decision making in social media marketing," Manag. Decis., vol. 55, no. 1, pp. 15-31, 2017. https://doi.org/10.1108/MD-10-2015-0450. DOI: https://doi.org/10.1108/MD-10-2015-0450

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How to Cite

Gutiérrez Chávez, K. M., & Candolfi Arballo, N. (2019). Web Analytics and Social Media for the Evaluation of Digital Marketing in PyMEs. REVISTA DE CIENCIAS TECNOLÓGICAS, 2(4), 181–184. https://doi.org/10.37636/recit.v24181184

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