Em direção ao comércio social? O valor das redes sociais no MiMPe de Córdoba, Argentina
DOI:
https://doi.org/10.18041/1900-3803/entramado.1.5149Palavras-chave:
Comércio eletrônico, comércio social, PMEs, análise de clusterResumo
A difusão do comércio eletrônico constitui uma grande oportunidade para as empresas como instrumento de competitividade. O uso de redes sociais fornece uma nova plataforma para o desenvolvimento de transações comerciais online. O objetivo deste trabalho é analisar a relação entre o nível de adoção do comércio eletrônico e a valorização das redes sociais nas empresas. Para isso, é utilizada uma amostra de 100 microempresas, pequenas e médias empresas da cidade de Córdoba, Argentina. Com base em uma análise de k-conglomerados médios, três grupos de empresas são obtidos: empresas avançadas em e-commerce; empresas somente em redes sociais e empresas voltadas ao e-commerce. Esses grupos apresentam diferenças significativas por setor de atividade, mas não pelo tamanho das empresas.
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