Digital Marketing in Building Market Competitiveness in Mexico: A Framework of Research for SMEs

Abstract

Abstract Existing research on digital marketing has mainly focused on social media. However, Internet evolution brings particular challenges that must be faced. In order to explore new business opportunities, it becomes increasingly important to develop new conceptual models on the availability and adoption of digital market- ing strategies to a more sophisticated application. This paper views the adoption of digital marketing strategies as a holistic process which encompasses motivational, emotional, and cognitive factors underlying the implementation of digital marketing strategies. To achieve research purposes, it is presented a conceptual model to understand the attributes of digital marketing in building market competitiveness in Mexico. The technology acceptance model (TAM), the theory of reasoned action (TRA), and the diffusion of innovations (DOI) theory are used to develop the model and capture the unique business dynamics of the current digital environment. This paper concludes with a discussion on its con- ceptual contributions, conclusions, and interesting directions for future research. Keywords