<?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>2395-9169</journal-id>
<journal-title><![CDATA[Estudios sociales. Revista de alimentación contemporánea y desarrollo regional]]></journal-title>
<abbrev-journal-title><![CDATA[Estud. soc. Rev. aliment. contemp. desarro. reg.]]></abbrev-journal-title>
<issn>2395-9169</issn>
<publisher>
<publisher-name><![CDATA[Centro de Investigación en Alimentación y Desarrollo A.C.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2395-91692024000200112</article-id>
<article-id pub-id-type="doi">10.24836/es.v34i64.1494</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Marketing digital en microempresas de servicios alimentarios. Beneficios, intención de uso y la nula moderación de la formalidad]]></article-title>
<article-title xml:lang="en"><![CDATA[Digital marketing in food service microbusinesses. Benefits, intention of use and the no moderation of formality]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[González-Compeán]]></surname>
<given-names><![CDATA[Raziel Onan]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rangel-Lyne]]></surname>
<given-names><![CDATA[Lucirene]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ochoa-Hernández]]></surname>
<given-names><![CDATA[Magda Lizet]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de Tamaulipas  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<volume>34</volume>
<numero>64</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2395-91692024000200112&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2395-91692024000200112&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2395-91692024000200112&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Objetivo:  Analizar si los beneficios percibidos de las estrategias del marketing digital tienen un efecto en la intención de su uso prolongado y explorar si la formalidad es una variable que condiciona tal relación.  Metodología:  Cuantitativa de alcance explicativo o causal de corte transversal a través de encuestas cara a cara a 67 dueños y encargados de micronegocios. Con la información recabada se llevó a cabo un análisis estadístico de regresión con moderación.  Resultados:  Se comprueba la percepción de los múltiples beneficios de las estrategias de marketing digital para las microempresas y su efecto positivo en la intención de uso y adquisición de mayores esfuerzos, pero la moderación de la variable formalidad no fue significativa.  Limitaciones:  El tamaño de la muestra debido a la renuencia por parte de los gerentes o propietarios de los micronegocios a dar respuesta a la encuesta.  Conclusiones:  Los beneficios económicos percibidos de las estrategias de marketing digital son más altos en las microempresas formales y la formalidad propicia el uso de este tipo de estrategias en una mayor manera que su contraparte informal; pero la formalidad no es una condicionante para percibir los beneficios y adoptar más estrategias de marketing digital en un futuro para ninguna de las dos tipologías de microempresas de este sector, abriendo nuevas líneas de investigación al respecto.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  Purpose:  Analyze if the perceived benefits of digital marketing strategies have an effect on the intention of their prolonged use and explore if the formality is a variable that conditions such relationship.  Methodology:  Quantitative with explanatory scope through 67 owners and managers of these business units (39 formal and 28 informal) were surveyed face to face. A statistical regression analysis with moderation was performed with the collected information.  Results:  Prove the perception of the multiple benefits of digital marketing strategies for micro businesses and its positive effect on the intention to use and acquire greater efforts; still, the moderation of the formality variable was not significant.  Limitations:  The sample size due to the reluctance of the managers of the micro businesses to respond to the survey.  Conclusions:  The perceived economic benefits are higher in formal micro businesses. The formality encourages the use of this type of strategy more than the informal counterpart. Still, the formality is not a condition for receiving the benefits and adopting digital marketing strategies in the future for either of the two types of micro-businesses in this sector, opening new lines of research in this regard.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[desarrollo regional]]></kwd>
<kwd lng="es"><![CDATA[marketing digital]]></kwd>
<kwd lng="es"><![CDATA[microempresas]]></kwd>
<kwd lng="es"><![CDATA[beneficios]]></kwd>
<kwd lng="es"><![CDATA[intención de uso]]></kwd>
<kwd lng="es"><![CDATA[formalidad]]></kwd>
<kwd lng="en"><![CDATA[regional development]]></kwd>
<kwd lng="en"><![CDATA[digital marketing]]></kwd>
<kwd lng="en"><![CDATA[microbusinesses]]></kwd>
<kwd lng="en"><![CDATA[benefits]]></kwd>
<kwd lng="en"><![CDATA[intention of use]]></kwd>
<kwd lng="en"><![CDATA[formality]]></kwd>
</kwd-group>
</article-meta>
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