<?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>S0186-10422021000100009</article-id>
<article-id pub-id-type="doi">10.22201/fca.24488410e.2021.2475</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Factors that promote social media marketing in retail companies]]></article-title>
<article-title xml:lang="es"><![CDATA[Factores que promueven el mercadeo de redes sociales en las empresas del comercio minorista]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Arango-Botero]]></surname>
<given-names><![CDATA[Diana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Valencia-Arias]]></surname>
<given-names><![CDATA[Alejandro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Bermúdez-Hernández]]></surname>
<given-names><![CDATA[Jonathan]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Duque-Cano]]></surname>
<given-names><![CDATA[Laura]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Instituto Tecnológico Metropolitano  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Corporación Universitaria Americana  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Institución Universitaria Escolme  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>03</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>03</month>
<year>2021</year>
</pub-date>
<volume>66</volume>
<numero>1</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0186-10422021000100009&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0186-10422021000100009&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0186-10422021000100009&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Reaching consumers effectively is one of the main challenges facing businesses, particularly those in retail. The latter is due to advances in information technology and the phenomenon of social media has given rise to new digital and asynchronous tools to increase dialogue between businesses and consumers. This study applied the Confirmatory Factor Analysis and Structural Equations Modeling to analyze data collected from a questionnaire applied to 421 marketing managers in Medellín&#8217;s retail sector (Colombia). This study uses the Technology Acceptance Model - TAM to identify the factors that promote the adoption of social media marketing in retail companies. Identifying these factors facilitates the design of strategies to take advantage of this form of marketing to retain current customers and reach potential customers. This study highlights that the usefulness of social networks does not depend on the perception of how easy or difficult it is to use them as some authors have pointed out. Furthermore, it allows reaffirming the positive influence of Trust on the Perceived Usefulness construct and Perceived Ease of Use, which promotes the adoption of marketing in Social Media.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Uno de los principales desafíos de las empresas, especialmente de aquellas que se dedican al comercio minorista, es llegar a los consumidores de una manera efectiva. Los avances de las tecnologías de la información y el fenómeno de las redes sociales han incorporado nuevas herramientas y formas de intermediación que son de interés para el mercadeo. El presente estudio aplica el análisis factorial confirmatorio y el modelo de ecuaciones estructurales para analizar 421 cuestionarios aplicados a gerentes de mercadeo del sector comercio minorista en la ciudad de Medellín (Colombia). Este estudio usa el Modelo de Aceptación Tecnológica (TAM) para identificar los factores que promueven la adopción del mercadeo de redes sociales. La identificación de estos factores facilita el diseño de estrategias para la retención de los consumidores actuales y para alcanzar a los consumidores potenciales. Dentro de los hallazgos se resalta que la utilidad de las redes sociales no depende de la percepción de que tan fácil o difícil es su uso como algunos autores han señalado en estudios previos. Además, se destaca la influencia positiva de la confianza sobre la utilidad percibida y la facilidad de uso percibida, los cuales son factores que promueven la adopción del mercadeo de redes sociales.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Marketing]]></kwd>
<kwd lng="en"><![CDATA[Retail sector]]></kwd>
<kwd lng="en"><![CDATA[Social media]]></kwd>
<kwd lng="en"><![CDATA[Structural equations modeling, Technology acceptance model]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
<kwd lng="en"><![CDATA[L81]]></kwd>
<kwd lng="es"><![CDATA[Mercadeo]]></kwd>
<kwd lng="es"><![CDATA[Sector de comercio minorista]]></kwd>
<kwd lng="es"><![CDATA[Redes sociales]]></kwd>
<kwd lng="es"><![CDATA[Modelo de ecuaciones estructurales]]></kwd>
<kwd lng="es"><![CDATA[Modelo de aceptación tecnológica]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
<kwd lng="es"><![CDATA[L81]]></kwd>
</kwd-group>
</article-meta>
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