Los efectos del marketing emprendedor en las ventas mediado por el networking y la red social de clientes del empresario: un estudio del emprendimiento colombiano

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dc.contributor.advisorRobledo Giraldo, Sebastiánspa
dc.contributor.advisorRojas Berrio, Sandra Patriciaspa
dc.contributor.authorTorres Baquero, Gersson Fredyspa
dc.contributor.cvlacTORRES BAQUERO, GERSSON FREDY [0000022370]spa
dc.contributor.googlescholarGersson Torres [hr58EocAAAAJ&hl=es]spa
dc.contributor.orcidGersson Torres [0000000342411425]spa
dc.contributor.researchgroupManagement And Marketing (M&M)spa
dc.date.accessioned2023-08-01T01:33:31Z
dc.date.available2023-08-01T01:33:31Z
dc.date.issued2023-07-21
dc.descriptionilustraciones, diagramasspa
dc.description.abstractEl interés por el Marketing Emprendedor (ME) está aumentando significativamente en países como Colombia donde el trabajo autónomo ocupa un gran porcentaje de la población, donde el trabajo popular es ser autónomo. Una de las herramientas del ME es el networking, esta es una herramienta de bajo costo para los emprendedores en el proceso de comercialización de productos y representa una conexión directa con las ventas. Aunque existen varios artículos de investigación sobre el espíritu empresarial y las ventas, es necesario comprender la influencia del networking en la creación de redes entre ellos. El objetivo específico de este estudio es investigar la influencia del ME en el desempeño de las ventas mediando las actividades de networking y la estructura de la red social de clientes del emprendedor. Los datos para este estudio fueron recolectados utilizando una muestra de 139 emprendedores colombianos a través de una encuesta y analizados con pls-SEM con el paquete sempls. Los resultados mostraron que la creación de redes media totalmente la relación entre EM y el desempeño de las ventas. Además, la red de clientes del emprendedor media la relación entre la red y el rendimiento de las ventas. Los resultados destacaron la importancia de la creación de redes en EM y la relación con el desempeño de las ventas. Se discuten las implicaciones prácticas para los formadores y educadores. (Texto tomado de la fuente)spa
dc.description.abstractThe interest in Entrepreneurial Marketing (EM) is significantly increasing in countries like Colombia where the popular job is to be self-employed. Networking is a low-cost tool for entrepreneurs in the process of market products and represents a direct connection with sales. Even though there are several research articles about entrepreneurship and selling, there is a need to understand the influence of networking between them. The specific objective of this study is to investigate the influence of EM in sales performance mediating by networking activities and the structure of the entrepreneur’s social network of customers. Data for this study were collected using a sample of 789 Colombian entrepreneurs through a self-report online survey and analyzed with the sempls package of program pls-SEM. The results showed that networking totally mediates the relationship between EM and sales performance. Moreover, the entrepreneur customer social network mediates the relationship between networking and sales performance. Findings highlighted the importance of networking in EM and the relationship with sales performance. Practical implications for trainers and educators are discussed.eng
dc.description.degreelevelMaestríaspa
dc.description.degreenameMagíster en Administraciónspa
dc.description.methodsLos datos de esta investigación fueron generados a través de un cuestionario elaborado con base en la revisión de literatura realizada para los diferentes campos de conocimiento (Marketing emprendedor, Capacidad de la red, Restricciones de la red y Fortaleza del enlace). El cuestionario toma los campos del conocimiento que ya fueron analizados previamente, y su función es evaluar la aplicación de estos campos de conocimiento en el contexto Colombiano.spa
dc.description.researchareaMarketing and Managementspa
dc.description.researchareaMercadeospa
dc.format.extent73 páginasspa
dc.format.mimetypeapplication/pdfspa
dc.identifier.instnameUniversidad Nacional de Colombiaspa
dc.identifier.reponameRepositorio Institucional Universidad Nacional de Colombiaspa
dc.identifier.repourlhttps://repositorio.unal.edu.co/spa
dc.identifier.urihttps://repositorio.unal.edu.co/handle/unal/84386
dc.language.isospaspa
dc.publisherUniversidad Nacional de Colombiaspa
dc.publisher.branchUniversidad Nacional de Colombia - Sede Bogotáspa
dc.publisher.facultyFacultad de Ciencias Económicasspa
dc.publisher.placeBogotá, Colombiaspa
dc.publisher.programBogotá - Ciencias Económicas - Maestría en Administraciónspa
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dc.rights.licenseAtribución-NoComercial-CompartirIgual 4.0 Internacionalspa
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/spa
dc.subject.ddc330 - Economía::338 - Producciónspa
dc.subject.proposalMarketing emprendedorspa
dc.subject.proposalPymesspa
dc.subject.proposalMarketingspa
dc.subject.proposalNetworkingspa
dc.subject.proposalRed socialspa
dc.subject.proposalDesempeño en ventasspa
dc.subject.proposalPequeñas empresasspa
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dc.subject.unescoSocial mediaeng
dc.subject.unescoMarketingspa
dc.subject.unescoMarketingeng
dc.subject.unescoEstudio de mercadospa
dc.subject.unescoMarket researcheng
dc.titleLos efectos del marketing emprendedor en las ventas mediado por el networking y la red social de clientes del empresario: un estudio del emprendimiento colombianospa
dc.title.translatedThe effects of entrepreneurial marketing on sales mediated by networking and the entrepreneur's social network of customers: a study of Colombian entrepreneurshipeng
dc.typeTrabajo de grado - Maestríaspa
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dcterms.audience.professionaldevelopmentAdministradoresspa
dcterms.audience.professionaldevelopmentEstudiantesspa
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oaire.awardtitleLos efectos del marketing emprendedor en las ventas mediado por el networking y la red social de clientes del empresario: un estudio del emprendimiento colombianospa

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