The integration of Social Responsibility in the marketing of micro and small companies

Custodio Navarrete-Fernández Á.; Enrique Taboada-Álvarez J.; Karina Sandoval-López S.; Navarrete-Damián J.; Ledesma-Díaz J.; Darío Palomino-Tiznado M. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2025) · DOI: 10.18687/laccei2025.1.1.2306

Resumen

The present research aims to analyze the impact of social responsibility on the marketing of micro and small enterprise (MSEs) in the municipality of San Juan del Río, Querétaro, Mexico. A quantitative, cross-sectional correlational research method was used, employing a questionnaire instrument with a Likert scale applied to the directors of the MSEs, based on the annual research conducted by the Research Network in Administration and Business (RELAYN), considering 11 items. In the first stage, a normality test was conducted using the Kolmogorov-Smirnov method, determining that the data did not exhibit a normal distribution. In the second stage, the reliability of the instrument was determined, obtaining a Cronbach’s Alpha of 0.812 and a McDonald’s Omega of 0.793 across the entire scale, both considered to indicate high reliability. For stage three, the correlation analysis was carried out, determining a weak to moderate relationship. In the third stage, a correlation analysis was performed, determining a weak to moderate relationship. In the fourth stage, an Ordinal Logistic Regression analysis was carried out, determining that the element of Social Responsibility (SR) that most impacts Marketing (MK) is community development (SR6).

Instituciones: Universidad Nacional José Faustino Sánchez Carrión