<?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>2448-6388</journal-id>
<journal-title><![CDATA[Trascender, contabilidad y gestión]]></journal-title>
<abbrev-journal-title><![CDATA[Trascender contab. gest.]]></abbrev-journal-title>
<issn>2448-6388</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Sonora, División de Ciencias Económicas y Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2448-63882020000100002</article-id>
<article-id pub-id-type="doi">10.36791/tcg.v13i0.76</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Factores que influyen en el uso del e-marketing en las Micro, Pequeñas y Medianas Empresas del sector automotriz de Aguascalientes]]></article-title>
<article-title xml:lang="en"><![CDATA[Factors influencing the use of e-marketing in Micro, Small and Medium Companies in Aguascalientes &#8217; automotive sector]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cabral Olmos]]></surname>
<given-names><![CDATA[David]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vivanco Florido]]></surname>
<given-names><![CDATA[Jesús Salvador]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pérez Ramos]]></surname>
<given-names><![CDATA[Marcelo de Jesús]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de Aguascalientes  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma de Aguascalientes  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Autónoma de Aguascalientes Dirección General de Investigación y Posgrado Departamento de Apoyo a la Investigación]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>04</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>04</month>
<year>2020</year>
</pub-date>
<volume>5</volume>
<numero>13</numero>
<fpage>2</fpage>
<lpage>16</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-63882020000100002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-63882020000100002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-63882020000100002&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El e-marketing es la aplicación de la mercadotecnia tradicional por medios electrónicos, con una gran tendencia actual dentro de las empresas sin importar el tamaño de estas. El propósito de esta investigación es identificar la influencia del género, edad y formación del gerente o director de la empresa, sobre el uso del e-marketing en las MPyMEs del sector automotriz de Aguascalientes. Los resultados se obtienen por medio un análisis cuantitativo que se realizó por medio de un instrumento previamente validado, el cual fue aplicado a 145 empresas. Se optó por aplicar regresiones lineales multivariable para determinar la influencia de las variables independientes sobre la dependiente, así como una comparación de medias para cada uno de los ítems del instrumento en los tres grupos. En donde los resultados determinan que la edad y genero del gerente o director de la empresa no son características que influyan drásticamente sobre el uso del e- marketing, mientras que la formación si es un factor determinante. Resaltando que la poca diferencia en la influencia del género sobre el e-marketing se inclina de manera positiva en las empresas gestionadas por mujeres.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract E-marketing is the application of traditional marketing for electronic means, with a great current trend within companies regardless of their size. The purpose of this research is to identify the influence of gender, age and training of the manager or director of the company, on the use of e-marketing in the SMEs of the automotive sector of Aguascalientes. The results are obtained through a quantitative analysis that was performed using a previously validated instrument, which was applied to 145 companies. We opted to apply multivariate linear regressions to determine the influence of the independent variables on the dependent variable, as well as a comparison of means for each of the items of the instrument in the three groups. Where the results determine that the age and gender of the manager or director of the company are not characteristics that drastically influence the use of e-marketing, while training is a determining factor. Highlighting that the little difference in the influence of gender on e- marketing is tilted positively in companies managed by women.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[E-marketing]]></kwd>
<kwd lng="es"><![CDATA[MPyMEs]]></kwd>
<kwd lng="es"><![CDATA[género]]></kwd>
<kwd lng="es"><![CDATA[gerente]]></kwd>
<kwd lng="es"><![CDATA[M15. Gestión de la tecnología de la información]]></kwd>
<kwd lng="en"><![CDATA[E-marketing]]></kwd>
<kwd lng="en"><![CDATA[MSMEs]]></kwd>
<kwd lng="en"><![CDATA[gender]]></kwd>
<kwd lng="en"><![CDATA[manager]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Aguilar]]></surname>
<given-names><![CDATA[G. J.]]></given-names>
</name>
<name>
<surname><![CDATA[Torres]]></surname>
<given-names><![CDATA[G. S.]]></given-names>
</name>
<name>
<surname><![CDATA[Salazar]]></surname>
<given-names><![CDATA[A. A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Importancia de la administración eficiente del capital de trabajo en las Pymes.//Importance of efficient management of working capital in SMEs]]></article-title>
<source><![CDATA[Ciencia Unemi]]></source>
<year>2017</year>
<page-range>30-9</page-range></nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Amadeo]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<source><![CDATA[The Economic Impact of the Automotive Industry]]></source>
<year>2019</year>
</nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Armstrong]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Adam]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Denize]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Kotler]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
</person-group>
<source><![CDATA[Principles of marketing]]></source>
<year>2014</year>
<publisher-loc><![CDATA[Australia ]]></publisher-loc>
<publisher-name><![CDATA[Pearson]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Buenrostro]]></surname>
<given-names><![CDATA[M. H.]]></given-names>
</name>
<name>
<surname><![CDATA[Hernández]]></surname>
<given-names><![CDATA[E. M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[La incorporación de las TIC en las empresas. Factores de la brecha digital en las Mipymes de Aguascalientes]]></article-title>
<source><![CDATA[Economía: teoría y práctica]]></source>
<year>2019</year>
<page-range>101-24</page-range></nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Chittenden]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
<name>
<surname><![CDATA[Rettie]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[An evaluation of e- mail marketing and factors affecting response]]></article-title>
<source><![CDATA[Journal of Targeting, Measurement and Analysis for Marketing]]></source>
<year>2003</year>
<page-range>203-17</page-range></nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Cortina]]></surname>
<given-names><![CDATA[J. M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[What is coefficient alpha? An examination of theory and applications]]></article-title>
<source><![CDATA[Journal of applied psychology]]></source>
<year>1993</year>
<page-range>98-104</page-range></nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Dahiya]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Gayatri]]></surname>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Investigating Indian car buyers&#8217; decision to use digital marketing communication: An empirical application of decomposed TPB]]></article-title>
<source><![CDATA[Vision]]></source>
<year>2017</year>
<page-range>385-96</page-range></nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="">
<collab>DENUE</collab>
<source><![CDATA[Directorio Estadístico Nacional de Unidades Económicas 2018]]></source>
<year>2018</year>
</nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[El-Gohary]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[E-Marketing-A literature Review from a Small Businesses perspective]]></article-title>
<source><![CDATA[International Journal of Business and Social Science]]></source>
<year>2010</year>
<page-range>214-44</page-range></nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[El-Gohary]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Factors affecting E-Marketing adoption and implementation in tourism firms: An empirical investigation of Egyptian small tourism organisations]]></article-title>
<source><![CDATA[Tourism management]]></source>
<year>2012</year>
<page-range>1256-69</page-range></nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Erum]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
<name>
<surname><![CDATA[Rafique]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
<name>
<surname><![CDATA[Ali]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Effect of E- Marketing Adoption Strategy on Export Performance of SMEs]]></article-title>
<source><![CDATA[International Journal of Management Excellence]]></source>
<year>2017</year>
<page-range>1103-12</page-range></nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[España]]></surname>
<given-names><![CDATA[M. N.]]></given-names>
</name>
<name>
<surname><![CDATA[González]]></surname>
<given-names><![CDATA[A. M.]]></given-names>
</name>
<name>
<surname><![CDATA[Demuner]]></surname>
<given-names><![CDATA[F. R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[La relación entre el nivel académico y la edad del gerente con el capital intelectual y la innovación de la pequeña y mediana empresa]]></article-title>
<source><![CDATA[Ciencias Administrativas. Teoría y Praxis]]></source>
<year>2017</year>
<page-range>28-43</page-range></nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gallego]]></surname>
<given-names><![CDATA[Á. I.]]></given-names>
</name>
<name>
<surname><![CDATA[García]]></surname>
<given-names><![CDATA[S. I.]]></given-names>
</name>
<name>
<surname><![CDATA[Rodríguez]]></surname>
<given-names><![CDATA[D. P.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The influence of gender diversity on corporate performance]]></article-title>
<source><![CDATA[Revista de Contabilidad-Spanish Accounting Review]]></source>
<year>2010</year>
<page-range>53-88</page-range></nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Garcia]]></surname>
<given-names><![CDATA[S. M.]]></given-names>
</name>
<name>
<surname><![CDATA[Madrid]]></surname>
<given-names><![CDATA[G. A.]]></given-names>
</name>
<name>
<surname><![CDATA[García]]></surname>
<given-names><![CDATA[P. D.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Caracterización del comportamiento de las Pymes según el género del gerente: un estudio empírico]]></article-title>
<source><![CDATA[Cuadernos de Administración. Universidad del Valle]]></source>
<year>2012</year>
<page-range>37-52</page-range></nlm-citation>
</ref>
<ref id="B15">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[García]]></surname>
<given-names><![CDATA[S. M.]]></given-names>
</name>
<name>
<surname><![CDATA[Salas]]></surname>
<given-names><![CDATA[A. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Orozco]]></surname>
<given-names><![CDATA[E. H.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[El impacto del género del gerente sobre el desempeño organizacional: análisis en las pymes]]></article-title>
<source><![CDATA[Entramado]]></source>
<year>2020</year>
<page-range>12-26</page-range></nlm-citation>
</ref>
<ref id="B16">
<nlm-citation citation-type="">
<collab>INEGI</collab>
<source><![CDATA[Conociendo la indusira automotriz]]></source>
<year>2018</year>
</nlm-citation>
</ref>
<ref id="B17">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kim]]></surname>
<given-names><![CDATA[H. D.]]></given-names>
</name>
<name>
<surname><![CDATA[Lee]]></surname>
<given-names><![CDATA[I.]]></given-names>
</name>
<name>
<surname><![CDATA[Lee]]></surname>
<given-names><![CDATA[C. K.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Building Web 2.0 enterprises: A study of small and medium enterprises in the United States]]></article-title>
<source><![CDATA[International Small Business Journal]]></source>
<year>2013</year>
<page-range>156-74</page-range></nlm-citation>
</ref>
<ref id="B18">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kuboye]]></surname>
<given-names><![CDATA[B. M.]]></given-names>
</name>
<name>
<surname><![CDATA[Ogunjobi]]></surname>
<given-names><![CDATA[S. B.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[E-Marketing for Nigeria Agricultural Products]]></article-title>
<source><![CDATA[Journal of Innovative Research in Engineering and Sciences]]></source>
<year>2016</year>
<page-range>24-36</page-range></nlm-citation>
</ref>
<ref id="B19">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Margalina]]></surname>
<given-names><![CDATA[V. M.]]></given-names>
</name>
<name>
<surname><![CDATA[Peña]]></surname>
<given-names><![CDATA[F. E.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Factores que afectan la adopción de las TIC en el sector manufacturero de calzado de Tungurahua, Ecuador]]></article-title>
<source><![CDATA[TIC: Cuadernos de desarrollo aplicados a las TIC]]></source>
<year>2018</year>
<page-range>22-39</page-range></nlm-citation>
</ref>
<ref id="B20">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Nunnally]]></surname>
<given-names><![CDATA[J. C.]]></given-names>
</name>
<name>
<surname><![CDATA[Bernstein]]></surname>
<given-names><![CDATA[I. H.]]></given-names>
</name>
</person-group>
<source><![CDATA[Psychometric theory]]></source>
<year>1994</year>
<publisher-loc><![CDATA[New York ]]></publisher-loc>
<publisher-name><![CDATA[McGraw Hill]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B21">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ryan]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Jones]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Understanding digital marketing: marketing strategies for engaging the digital generation]]></article-title>
<source><![CDATA[Kogan Page Publishers]]></source>
<year>2016</year>
<page-range>1-13</page-range></nlm-citation>
</ref>
<ref id="B22">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Sheikh]]></surname>
<given-names><![CDATA[A. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Shahzad]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Ishaq]]></surname>
<given-names><![CDATA[A. K.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The growth of e-marketing in business-to-business industry and its effect on the performance of businesses in Pakistan: Marketing success]]></article-title>
<source><![CDATA[International and Multidisciplinary Journal of Social Science]]></source>
<year>2017</year>
<page-range>178-214</page-range></nlm-citation>
</ref>
<ref id="B23">
<nlm-citation citation-type="">
<collab>Statista</collab>
<source><![CDATA[Motor vehicle production volume worldwide in 2018, by country]]></source>
<year>2020</year>
</nlm-citation>
</ref>
<ref id="B24">
<nlm-citation citation-type="">
<collab>Statista</collab>
<source><![CDATA[Worldwide automobile production through 2018]]></source>
<year>2020</year>
</nlm-citation>
</ref>
<ref id="B25">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Strauss]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Frost]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<source><![CDATA[E-marketing]]></source>
<year>2001</year>
<publisher-loc><![CDATA[New Jersey ]]></publisher-loc>
<publisher-name><![CDATA[Prentice Hall]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B26">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Wickham]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<source><![CDATA[The Automotive industry employs more people than you think]]></source>
<year>2017</year>
</nlm-citation>
</ref>
<ref id="B27">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Zhang]]></surname>
<given-names><![CDATA[X.]]></given-names>
</name>
<name>
<surname><![CDATA[Kumar]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
<name>
<surname><![CDATA[Cosguner]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Dynamically managing a profitable email marketing program]]></article-title>
<source><![CDATA[Journal of Marketing Research]]></source>
<year>2017</year>
<page-range>851-66</page-range></nlm-citation>
</ref>
</ref-list>
</back>
</article>
