Digital marketing trends for digital platform-based social entrepreneurship

Authors

DOI:

https://doi.org/10.30827/eticanet.v23i1.27709

Keywords:

digital marketing trends, digital platforms, social entrepreneurship.

Abstract

The aim of this research is to determine trends in digital marketing that can be applied to social entrepreneurship based on digital platforms, with a focus on the use of technologies such as artificial intelligence, virtual reality, and augmented reality. This presents a range of opportunities for undertaking endeavors in the digital economy, fostering the development of solutions to social issues. However, it is important to understand the challenges and obstacles involved in successfully implementing the latest digital marketing trends for social entrepreneurship, with the goal of constructing high-impact, scalable value propositions. This necessitates up-to-date knowledge of the state of the art in the field. For this reason, a systematic literature analysis was conducted on the ScienceDirect platform to identify existing theoretical and practical knowledge. Four dimensions were identified: trends and technologies in digital marketing; implications of entrepreneurship based on digital platforms; digital marketing and social entrepreneurship; and strategies and tactics of digital marketing for social entrepreneurship.

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Author Biographies

  • Alfredo Guatemala Mariano, Universidad Juárez Autónoma de Tabasco

    El maestro Alfredo Guatemala Mariano es doctorante en Estudios Económico Administrativos, es Maestro en Gestión Educativa por Universidad Juárez Autónoma de Tabasco, licenciado en Comercio y Finanzas Internacionales por la Universidad Popular de la Chontalpa. 

    Es administrador de la empresa AGMRV Latinoamérica y forma parte de la Red Emprende Tabasco en la Dirección de Vinculación con Academia y Centros de Investigación.

  • Germán Martínez Prats, Universidad Juárez Autónoma de Tabasco

    Dr. Germán Martínez Prats

    Doctor en Gobierno y Administración Pública por la Escuela Libre de Ciencias Políticas y Administración Pública de Oriente, Maestro en Contaduría Pública por la Universidad Autónoma de Nuevo León y Licenciado en Comercio Internacional por el Instituto Tecnológico y de Estudios Superiores de Monterrey. Miembro del Sistema Estatal de Investigadores del estado de Tabasco. Miembro del Sistema Nacional de Investigadores. Profesor investigador de tiempo completo en la División Académica de Ciencias Económico Administrativas de la Universidad Juárez Autónoma de Taabasco, México.

  • Arturo Martínez de Escobar Fernández, Universidad Juárez Autónoma de Tabasco

    El Dr. Arturo Mártinez de Escobar es profesor investigador de tiempo completo en la Universidad Juárez Autónoma de Tabaco. Actualmente funge como coordinador del posgrado Doctorado en Ciencias Económico Administrativa en la misma institución. 

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Published

2023-06-30

Issue

Vol. 23 No. 1 (2023): Educate for an ethical, virtuous, civic, conscious, responsible and supportive citizenship in the digital age

Section

Artículos

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How to Cite

Digital marketing trends for digital platform-based social entrepreneurship. (2023). Etic@net. Electronic Scientific Journal of Education and Communication at the Knowledge Society, 23(1). https://doi.org/10.30827/eticanet.v23i1.27709