Resumen

MOYANO-CASTOLO, Luz María; MENDOZA-CASTILLO, Rocío; FAUGIER-FUENTES, Edgar  y  BARAJAS-PORTAS, Karla. Women executives job performance in the tourism industry: the use of social media and digital competences. The Anáhuac j. [online]. 2022, vol.22, n.1, pp.118-150.  Epub 08-Ago-2022. ISSN 2683-2690.  https://doi.org/10.36105/theanahuacjour.2022v22n1.05.

The use of social networks is inevitable in work environments. Research findings show the effect of social media on employee job performance (Pavithra and Deepak, 2021). This research aims to understand the impact of the use of social networks and digital competences on the job performance of women executives in the tourism sector. With data obtained from women in this sector, a study and analysis of the factors versatility in use, concerns or fears, and use at work, was carried out to evaluate job performance and the incidence of digital competences. The methodology used was Partial Least Squares structural equation models (PLS-SEM) with the purpose of verifying the theoretical model related to job performance, which is explained through digital competence, versatility, concerns, and uses of social networks. The main contribution of the study lies in the approach to understanding job performance, specifically of women executives, who faced different challenges during the COVID-19 pandemic, taking advantage of social networks to improve their activities.

Palabras llave : job performance; social networks; digital competences; women executives; tourism sector; M31; Z33.

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