Social Capital and ICT as Powerful Marketing Tactics
DOI:
https://doi.org/10.29105/vtga12.3-1246Keywords:
Social Capital, ICT, MarketingAbstract
The tourism sector experienced a period of great uncertainty beginning in early 2020, when the COVID-19 pandemic severely impacted its operations. To regain competitiveness and achieve favorable economic results, it was necessary to design tactics aimed at strengthening ties with consumers and generating new business opportunities. The purpose of this research is to analyze the impact of social capital and Information and Communication Technologies (ICTs) on the applicability of marketing tactics adopted by businesses in the tourism sector in the State of Nuevo León, Mexico. The data obtained were processed using SPSS and SmartPLS4 statistical software. The results show that both the use of social capital and ICTs strengthen and positively influence the implementation of marketing tactics in these companies.
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Copyright (c) 2026 María Elena Avilez Pineda, Karina Martinez Cantu, America Garcia Sanchez
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