<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0186-1042</journal-id>
<journal-title><![CDATA[Contaduría y administración]]></journal-title>
<abbrev-journal-title><![CDATA[Contad. Adm]]></abbrev-journal-title>
<issn>0186-1042</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Facultad de Contaduría y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0186-10422024000200260</article-id>
<article-id pub-id-type="doi">10.22201/fca.24488410e.2024.5081</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Relación entre el marketing digital, las habilidades en internet y las características del negocio: un estudio en mujeres emprendedoras]]></article-title>
<article-title xml:lang="en"><![CDATA[The relation between digital marketing, internet skills, and business characteristics; A study of female entrepreneurs]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Flores Bañuelos]]></surname>
<given-names><![CDATA[Miriam del Consuelo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Hernández Mejía]]></surname>
<given-names><![CDATA[Sergio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[García Santillán]]></surname>
<given-names><![CDATA[Arturo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Cristóbal Colón  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<volume>69</volume>
<numero>2</numero>
<fpage>260</fpage>
<lpage>280</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0186-10422024000200260&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0186-10422024000200260&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0186-10422024000200260&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El marketing digital y las habilidades en internet son temas de la actualidad digital, por ello, el propósito del estudio se centra en determinar si existe una relación significativa entre el marketing digital y las habilidades de internet en mujeres emprendedoras, además, determinar si correlacionan significativamente con las características del negocio. Participaron mujeres, que residen en Puerto Rico, Venezuela, Argentina y Colombia. Para analizar los datos se utiliza un modelo econométrico para la prueba de hipótesis con el uso del software Gretl. Se comprobó una relación estadísticamente significativa entre el índice de marketing digital y el índice de habilidades de internet; los tres componentes del marketing digital están relacionados de manera positiva con la habilidad del aprendizaje autónomo del internet. El componente énfasis estratégico hacia marketing digital, con la puntuación mayor (74%), está relacionado de manera negativa con la antigüedad del negocio. Es recomendable explorar la influencia de factores sociales y culturales.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Digital marketing and internet skills are current digital topics, therefore, the purpose of the study focuses on determining if there is a significant relationship between digital marketing and internet skills in female entrepreneurs, in addition, determining if there is a correlation with business characteristics. Women who reside in Puerto Rico, Venezuela, Argentina and Colombia participated. To analyze the data for hypothesis testing, an econometric model is used with the use of Gretel software. A statistically significant relationship was found between the digital marketing index and the internet skills index. The three components of digital marketing are positively related to the ability of internet self-learning. The strategic emphasis component towards digital marketing, with the highest score (74%), is negatively related to the age of the business. It is advisable to explore the influence of social and cultural factors.]]></p></abstract>
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<kwd lng="es"><![CDATA[emprendedoras]]></kwd>
<kwd lng="es"><![CDATA[habilidades de internet]]></kwd>
<kwd lng="es"><![CDATA[marketing digital]]></kwd>
<kwd lng="es"><![CDATA[énfasis estratégico]]></kwd>
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<kwd lng="en"><![CDATA[women entrepreneurs]]></kwd>
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<kwd lng="en"><![CDATA[strategic emphasis]]></kwd>
</kwd-group>
</article-meta>
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