Organizational values and technological factors in the adoption of digital marketing by microenterprises in southern Tamaulipas: An analysis based on the TAM and TOE models.

Abstract

The adoption of digital marketing through social media represents a strategic opportunity for strengthening the economic capacity of microenterprises, particularly in regional contexts such as southern Tamaulipas. This study analyzes the factors influencing such adoption by integrating the TAM and TOE models to explore the correlation between attitude, intention to use, and organizational, technological, and environmental variables. Based on a questionnaire administered to 61 microentrepreneurs from Tampico and Madero, key barriers and enablers of digital transformation were identified. The findings reveal the influence of organizational values and contextual constraints on the intention to adopt digital marketing, offering implications for the design of public policies and digital literacy strategies with a territorial development approach.