The integration of Social Responsibility in the marketing of micro and small companies (#2306)

Authors

Navarrete-Fernández, Angel Custodio

Taboada-Alvarez, Jorge Enrique

Sandoval-López, Sol Karina

Navarrete-Damián, Jaime

Ledesma-Díaz, Jenifer

Palomino-Tiznado, Máximo Darío

Abstract

The objective of this research is to analyze the impact of social responsibility on the marketing of micro and small enterprises (MSEs) in the municipality of San Juan del Río, Querétaro, Mexico. A quantitative, cross-sectional correlational research method was used, using a Likert scale questionnaire applied to the directors of the Mypes taken from the annual research conducted by the Research Network in Administration and Business (RELAYN), considering 11 items. In stage one, a normality test was performed with the Kolmogorov-Smirnov method, determining that the data did not have normal behavior. In stage two, the reliability of the instrument was determined with a Cronbach's Alpha for the whole scale of 0.812 and a MacDonald's Omega of 0.793 considered to be highly reliable. For stage three, the correlation analysis was carried out, determining a weak to moderate relationship. In stage four, an Ordinal Logistic Regression analysis was carried out, determining that the Social Responsibility (SR) element that impacts Marketing (MK) is community development (SR6).