Identifying critical factors for emarketing adoption in Mexico

© 2019 Association for Information Systems. All rights reserved. This study aims to identify the critical factors for eMarketing adoption in Mexico using the most commonly used constructs in the literature, but which had not been validated in the Mexican context. To achieve this, a non-experimental, transversal, quantitative methodology was used, with a descriptive scope, with a sample of 302 MSMEs from the manufacturing, services, commerce and construction sectors in Mexico. The results of the exploratory factor analysis show that there are four relevant factors for eMarketing adoption in Mexico: ICTs Adoption, eMarketing Implementation, Organizational Performance, and Technological Competitiveness. The main contribution is that we could verify that, although the critical factors for eMarketing adoption correspond to those identified in previous studies, there are some variables within these factors that are not relevant for the MSMEs Mexican context.