<?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>2007-7858</journal-id>
<journal-title><![CDATA[CienciaUAT]]></journal-title>
<abbrev-journal-title><![CDATA[CienciaUAT]]></abbrev-journal-title>
<issn>2007-7858</issn>
<publisher>
<publisher-name><![CDATA[Universidad Autónoma de Tamaulipas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-78582022000200073</article-id>
<article-id pub-id-type="doi">10.29059/cienciauat.v17i1.1603</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Impacto de la publicidad tradicional y digital en la resiliencia de las mipymes del sur de Tamaulipas durante COVID-19]]></article-title>
<article-title xml:lang="en"><![CDATA[Impact of conventional and digital advertising on the resilience of MSMEs in southern Tamaulipas during COVID-19]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Herrera-Rodríguez]]></surname>
<given-names><![CDATA[Mauricio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gutiérrez-Ortiz]]></surname>
<given-names><![CDATA[Manuel Eduardo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Torres-Fernández]]></surname>
<given-names><![CDATA[Cristóbal]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de Tamaulipas Facultad de Comercio y Administración de Tampico ]]></institution>
<addr-line><![CDATA[Tampico Tamaulipas]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Internacional de Valencia  ]]></institution>
<addr-line><![CDATA[Valencia ]]></addr-line>
<country>España</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<volume>17</volume>
<numero>1</numero>
<fpage>73</fpage>
<lpage>88</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-78582022000200073&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-78582022000200073&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-78582022000200073&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La publicidad es una parte de la mercadotecnia que ha demostrado, durante décadas y tal vez siglos, ser efectiva para la productividad de los negocios. En México, la pandemia de COVID-19, desde el mes de abril de 2020 y al menos a mayo de 2021, ha dejado estragos comerciales y empresariales diversos, que se pueden apreciar en la quiebra de algunos negocios y en el nacimiento o desarrollo de otros. La resiliencia de las empresas, capacidad de sobreponerse a las adversidades del entorno, ha sido un tema importante durante la pandemia. El objetivo de este trabajo fue determinar en qué medida impacta la publicidad, tanto tradicional como digital, en la resiliencia de las empresas. Se realizó una investigación empírica cuantitativa en el mes de mayo de 2021, en la que se aplicó un cuestionario en línea de 30 ítems a una muestra de 302 micro, pequeñas y medianas empresas de la zona sur del estado de Tamaulipas, México. Los resultados mostraron que las empresas encuestadas manifestaron utilizar casi en la misma proporción la publicidad tradicional y digital. Se encontró además una correlación significativa y positiva entre los dos tipos de publicidad y la resiliencia de las empresas, por lo que se puede recomendar a los empresarios definir estrategias encaminadas a utilizar todos los medios publicitarios para anunciarse y así incrementar la posibilidad de tener sostenibilidad empresarial, en particular en tiempos adversos.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Advertising is a part of marketing that has proved over decades, and perhaps centuries, to be effective for business productivity. The COVID-19 pandemic in Mexico, which paused large numbers of economic activities from April 2020 to at least May 2021, has left diverse commercial and business disruptions. These can be seen in the bankruptcy of some businesses and in the birth or development of others. The resilience of enterprises, understood as the capacity to overcome the adversities of the environment has been an important topic during the pandemic. The aim of this work was to determine the extent to which both, conventional and digital advertising impact on the resilience of enterprises. An empirical quantitative investigation was carried out in May 2021, in which a 30-item online questionnaire was administered to a sample of 302 micro, small and medium-sized enterprises located in the southern region of Tamaulipas, Mexico. Results showed that the surveyed companies claimed that they use conventional and virtual advertising in almost the same proportion. In addition, a significant positive correlation was found between the use of the two types of advertising and the resilience of enterprises. Therefore, it is advisable for entrepreneurs to define strategies that lead to the use of all advertising mediums in order to increase the possibility of achieving entrepreneurial sustainability, especially in adverse circumstances.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[publicidad]]></kwd>
<kwd lng="es"><![CDATA[resiliencia empresarial]]></kwd>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="en"><![CDATA[advertising]]></kwd>
<kwd lng="en"><![CDATA[business resilience]]></kwd>
<kwd lng="en"><![CDATA[social media]]></kwd>
</kwd-group>
</article-meta>
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