Digital marketing management model for SMEs: a study of structural equations

Abstract

Introduction. Digital marketing in post-COVID-19 terms has been an obvious need for the survival of organizations. General objective. Study the construct validity of a digital marketing model from the metric behavior of expert criteria. Methodology. This study was quantitative non-experimental cross-sectional. The method of collecting information was executed through the digital survey technique designed in Google Forms. The instrument is designed with anchors of a Likert scale of five options. The intervention was performed on a sample of 250 specialists. The indicators used in the analysis of metrics were, Cronbach's alpha, KMO, total variance explained, and matrix rotated with Varimax method. Results. The model has internal consistency, sampling adequacy, an optimal level of explanation of the behavior of its components. Factorial loads show an important contribution to the model. Conclusions. Digital marketing consists of social networks, paid advertising, mobile marketing, organic positioning, social media, email marketing and websites. This research is a partial result of the execution of the project "DEVELOPMENT OF A DIGITAL MARKETING MODEL IN THE STRATEGIC MANAGEMENT OF FOOTWEAR SMES IN THE PROVINCE OF TUNGURAHUA FROM THE CRITERIA OF EXPERTS" - UTA-CONIN-2022-0282-R. An extended thanks are made to the Directorate of Research and Development of the Technical University of Ambato.