<?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>S0186-10422024000200281</article-id>
<article-id pub-id-type="doi">10.22201/fca.24488410e.2024.4535</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Self-efficacy in social media advertising value against chronic and pandemic diseases]]></article-title>
<article-title xml:lang="es"><![CDATA[Autoeficacia en el valor de la publicidad de las redes sociales contra enfermedades crónicas y pandémicas]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mejía-Trejo]]></surname>
<given-names><![CDATA[Juan]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Patiño-Karam]]></surname>
<given-names><![CDATA[Juan Pablo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vázquez-Elorza]]></surname>
<given-names><![CDATA[Ariel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Guadalajara  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Panamericana Guadalajara  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Centro de Investigación y Asistencia en Tecnología y Diseño del Estado de Jalisco A.C.  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</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>281</fpage>
<lpage>315</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0186-10422024000200281&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0186-10422024000200281&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0186-10422024000200281&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  Purpose. The paper aims to explain a proposal framework composed of social media advertising value (SMAV) and self-efficacy (SEF) constructs with complementary factors such as risk and protection perception, sentiment, and motivations in users under chronic and pandemic disease environments.  Methodology.  SMAV-SEF literature review with additional factors in a theoretical questionnaire survey to 500 regular consumers (Sep-Nov, 2021).  Results.  Unexpected null relationship of SEF to people sentiment and positive contribution to risk perception.  Originality'  is based on the SMAV-SEF as the main constructs to be complemented with factors of a final framework explaining how to be used against chronic and pandemic diseases.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Objetivo.  El documento tiene como objetivo explicar un marco de propuesta compuesto por constructos del valor publicitario en redes sociales (SMAV) y la autoeficacia del usuario (SEF) con factores complementarios como la percepción de riesgo y protección, el sentimiento y las motivaciones en los usuarios, en el entorno de enfermedades crónicas y pandémicas.  Metodología.  Revisión de la literatura de SMAV-SEF con levantamiento de encuesta a 500 consumidores habituales de Redes sociales (Sep-Nov-2021).  Resultados.  Relación nula inesperada de SEF con el sentimiento de las personas y contribución positiva a la percepción del riesgo con el uso del modelado de ecuaciones estructurales con mínimos cuadrados parciales (PLS-SEM).  Originalidad.  Se basa en los constructos principales SMAV-SEF que se complementarán con factores en un modelo final que explica cómo se utilizará contra enfermedades crónicas y pandémicas (PLS-SEM).]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[I10]]></kwd>
<kwd lng="en"><![CDATA[H75]]></kwd>
<kwd lng="en"><![CDATA[M30]]></kwd>
<kwd lng="en"><![CDATA[self-efficacy]]></kwd>
<kwd lng="en"><![CDATA[social media advertising value]]></kwd>
<kwd lng="en"><![CDATA[chronic disease, pandemic disease]]></kwd>
<kwd lng="en"><![CDATA[PLS-SEM]]></kwd>
<kwd lng="es"><![CDATA[I10]]></kwd>
<kwd lng="es"><![CDATA[H75]]></kwd>
<kwd lng="es"><![CDATA[M30]]></kwd>
<kwd lng="es"><![CDATA[autoeficacia]]></kwd>
<kwd lng="es"><![CDATA[valor publicitario en redes sociales]]></kwd>
<kwd lng="es"><![CDATA[enfermedad crónica, enfermedad pandémica]]></kwd>
<kwd lng="es"><![CDATA[PLS-SEM]]></kwd>
</kwd-group>
</article-meta>
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