- Inicio
- RESULTADOS DE INVESTIGACIÓN
- Listar RESULTADOS DE INVESTIGACIÓN por autor
Listar RESULTADOS DE INVESTIGACIÓN por autor "Jiménez-Zarco, Ana Isabel"
Mostrando ítems 1-2 de 2
-
Female Micro-Entrepreneurs and Social Networks: Diagnostic Analysis of the Influence of Social-Media Marketing Strategies on Brand Financial Performance
Jiménez-Zarco, Ana Isabel; Clemente-Almendros, Jose A. ; González-González, Ines ; Aracil-Jordá, Jorge (Frontiers in psychology, 2021)The business world is facing a very complicated situation due to the COVID-19 pandemic. Small- and medium-sized companies (SMEs)-both in Spain and at the global level-are seeing their survival jeopardized by a fall in ... -
Improving the social performance of women-led microenterprises: The role of social media marketing actions
Aracil-Jordá, Jorge; Clemente-Almendros, Jose A.; Jiménez-Zarco, Ana Isabel; González-González, Ines (Technological Forecasting and Social Change, 2023)Taking the digital marketing activities carried out by female-led microenterprises as its jumping-off point, this paper aims to accomplish two main goals: firstly, to analyze the effects of social media marketing (SMM) ...