Alfabetización en la Información de las Redes Sociales vs. las Falsas Noticias: Probando la Toma de Decisiones de Negocios en tiempos de COVID-19, como habilidades de Innovación con fsQCA
DOI:
https://doi.org/10.55965/setp.1.02.a2Palabras clave:
marketing digital, e-business, noticias falsas, marco de alfabetización en información en redes sociales, habilidades de innovación, fsQCAResumen
Esta investigación tiene como objetivo probar un modelo que explique cómo el usuario profesional de las redes sociales en el marketing digital y el comercio electrónico puede utilizar la alfabetización en información de las redes sociales (SMIL) para tomar decisiones comerciales bajo los tiempos del COVID-19, como habilidades de innovación para combatir las narrativas de noticias falsas (FKN) para el siguiente normal. Se realizó una revisión de la literatura con Delphi-Focus Group and Analytic Hierarchy Process (AHP) bajo la supervisión de académicos y profesionales como expertos en SMIL. La encuesta se centró en el marketing digital y el comercio electrónico de 400 jóvenes pymes mexicanas entre Jul-Sep de 2021. Los hallazgos originales confirman un modelo con cinco factores, diecinueve variables, 71 ítems y cinco caminos como habilidades de innovación.
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