NOLASCO, Karina Abigail Aldape; ALMAZAN, Demian Abrego    QUINTERO, José Melchor Medina. Analysis of the perception of the use of social media as a marketing tool in MSMEs of Tamaulipas, Mexico. []. , 18, pp.49-65. ISSN 1646-9895.  https://doi.org/10.17013/risti.18.49-65.

A business should be where its potential customers are. Therefore, organizations are always looking for ways to keep themselves as close to their customers as possible. One way to achieve that is through the social media. The goal of this study is to determine Facebook’s degree of technological acceptance in marketing activities undertaken by micro, small and medium-sized enterprises’ (MSMEs) of the state of Tamaulipas Mexico through the technological acceptance model (TAM). To achieve that goal, a structural equation model is used with the administration of 129 questionnaires. The empirical evidence shows positive and significant outcomes in most of the researched variables. The evidence also suggests the lack of a culture where Facebook can be used, managed and accepted as a marketing tool in most of the participating enterprises. It is argued that the results of this study can be used as a starting point for researchers addressing this topic.

: Facebook; Technology Acceptance Model; Partial Least Squares; Marketing.

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