{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,10]],"date-time":"2026-06-10T15:23:03Z","timestamp":1781104983195,"version":"3.54.1"},"reference-count":46,"publisher":"IGI Global Scientific Publishing","issue":"3","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2020,7]]},"abstract":"<jats:p>The purpose of this article is to expose the relevance of the use of micro-influencers as a creative strategy in the marketing used by SMEs in Mexico. The methodology employed was deductive, exploratory, descriptive, correlational, and documentary. The information presented from the research carried out on the millennials shows that the productive life of an SME would obtain a considerable increase working on its publicity as a creative strategy with a micro influencer.<\/jats:p>","DOI":"10.4018\/ijom.2020070103","type":"journal-article","created":{"date-parts":[[2020,7,22]],"date-time":"2020-07-22T11:51:52Z","timestamp":1595418712000},"page":"34-47","source":"Crossref","is-referenced-by-count":1,"title":["Use of Micro-Influencers as a Creative Strategy in the SMEs of Mexico"],"prefix":"10.4018","volume":"10","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-0520-3822","authenticated-orcid":true,"given":"Jovanna Nathalie","family":"Cervantes-Guzm\u00e1n","sequence":"first","affiliation":[{"name":"Centro Universitario de Ciencias Econ\u00f3mico Administrativas, Universidad de Guadalajara, Mexico"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"IJOM.2020070103-0","unstructured":"Aguilar, M., & Mart\u00ednez, K. (2013). Las PYMES ante el proceso de la globalizaci\u00f3n. Observatorio de la econom\u00eda latinoamericana. Recovered from http:\/\/www.eumed.net\/cursecon\/ecolat\/mx\/2013\/pymes.html"},{"issue":"1-2","key":"IJOM.2020070103-1","first-page":"333","article-title":"Formulas para el calculo de la muestra en investigaciones de salud. F\u00f3rmulas para el c\u00e1lculo de la muestra en investigaciones de salud.","volume":"11","author":"S.Aguilar","year":"2005","journal-title":"Salud en Tabasco"},{"key":"IJOM.2020070103-2","author":"A.Anastasi","year":"1998","journal-title":"Test Psicol\u00f3gicos. Publishing"},{"key":"IJOM.2020070103-3","unstructured":"\u00c1vila, H. (2006). Introducci\u00f3n a la metodolog\u00eda de la investigaci\u00f3n. Recovered from http:\/\/books.google.es\/books?id=r93TK4EykfUC&printsec=frontcover&dq=introduccion+a+la+metodologia+dela+investigacion&hl=es&sa=X&ei=_ewxVLHzOIigyASMv4LIDA&ved=0CCUQ6wEwAA#v=onepage&q=introduccion%20a%20la%20metodologia%20dela%20investigacion&f=fals"},{"key":"IJOM.2020070103-4","unstructured":"Ba\u00e9z, J. (2015). Millenials vs generaci\u00f3n z: \u00bfA cu\u00e1l perteneces? Dinero en imagen. Recovered from https:\/\/www.dineroenimagen.com\/2015-02-08\/50588"},{"key":"IJOM.2020070103-5","unstructured":"Baptista, P., Fern\u00e1ndez, C., & Hern\u00e1ndez, R. (2006). Metodolog\u00eda de la investigaci\u00f3n (6th ed.). Bogot\u00e1, Caracas: McGraw Hill."},{"key":"IJOM.2020070103-6","unstructured":"Baptista, P., Fern\u00e1ndez, R., & Sampieri, C. (2010). Metodolog\u00eda de la investigaci\u00f3n. McGraw Hill."},{"key":"IJOM.2020070103-7","unstructured":"Barker, S. (2017). Using Micro-Influencers to Successfully Promote Your Brand. Forbes. 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Bogot\u00e1, Colombia: Pearson."},{"key":"IJOM.2020070103-11","unstructured":"Bret\u00f3n, M. (2018). Influencers y microinfluencers en tu estrategia de marketing. Maria Bret\u00f3n. Recovered from http:\/\/mariabretongallego.com\/influencers-y-microinfluencers\/"},{"key":"IJOM.2020070103-12","unstructured":"Canales, F; Alvarado, E; & Pineda, E. (2015). Metodolog\u00eda de la investigaci\u00f3n Manual para el desarrollo de personal de salud. Limusa."},{"key":"IJOM.2020070103-13","unstructured":"Castells, M. (2014). Comunicaci\u00f3n y poder (3rd ed.). Alianza Editorial."},{"key":"IJOM.2020070103-14","unstructured":"Dimock, M. (2018). Defining generations: Where Millennials end and post-Millennials begin. Pewresearch.org. Recovered from  http:\/\/www.pewresearch.org\/fact-tank\/2018\/03\/01\/ defining-generations-where-millennials-end-and-post-millennials-begin\/"},{"key":"IJOM.2020070103-15","unstructured":"Dinero. (2017). Apuesta por los \u2018microinfluencers\u2019. VanguardiaMX. Recovered from https:\/\/vanguardia.com.mx\/articulo\/apuesta-por-los-microinfluencers"},{"key":"IJOM.2020070103-16","unstructured":"El-Qudsi, I. (2018). El poder de los microinfluencers: creer realmente en lo que promocionan. Marketing directo.com. Recovered from  https:\/\/www.marketingdirecto.com\/digital-general\/ social-media-marketing\/el-poder-de-los-microinfluencers-creer-realmente-en-lo-que-promocionan"},{"key":"IJOM.2020070103-17","unstructured":"Flores, J. (2015). M\u00e9xico necesita menos PYMES. Forbes. Recovered from http:\/\/www.forbes.com.mx\/mexico-necesita-menos-pymes\/?utm_source=facebook.com&utm_medium=social&utm_campaign=Postcron.com"},{"key":"IJOM.2020070103-18","doi-asserted-by":"publisher","DOI":"10.2501\/S147078531020166"},{"key":"IJOM.2020070103-19","unstructured":"Gonz\u00e1lez, C. (2011). Pymes mexicanas, incubadoras del desarrollo y crecimiento econ\u00f3mico del M\u00e9xico actual (Unpublished thesis of degree). 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(2017). Guadalajara se vuelve millenial. Lamudi. Recovered from http:\/\/www.lamudi.com.mx\/journal\/guadalajara-se-vuelve-millennial\/"},{"key":"IJOM.2020070103-24","unstructured":"Lee, K. L. (2018). How Much Does Micro-Influencer Marketing Cost? Martech series. Recovered from https:\/\/martechseries.com\/social\/influencer-marketing\/much-micro-influencer-marketing-cost\/"},{"key":"IJOM.2020070103-25","unstructured":"L\u00f3pez, Z. (2017). Lo que deben saber las marcas antes de trabajar con un 'microinfluencer'. Expansion. Retrieved from https:\/\/expansion.mx\/mercadotecnia\/2017\/11\/23\/lo-que-deben-saber-las- marcas-antes-de-trabajar-con-un-microinfluencer"},{"key":"IJOM.2020070103-26","author":"J.Meneses","year":"2010","journal-title":"El cuestionario y la entrevista"},{"key":"IJOM.2020070103-27","unstructured":"Molina, G., Toledo, R., & Pe\u00f1a, M. (2014). Las redes sociales y su influencia en el comportamiento de los adolescentes, estudio a realizarse en cuatro colegios de la ciudad de cuenca con los alumnos de primer a\u00f1o de bachillerato (Tesis Licenciatura). Universidad del Azuay, facultad de filosof\u00eda, letras y ciencias de la educaci\u00f3n escuela de psicolog\u00eda cl\u00ednica."},{"key":"IJOM.2020070103-28","doi-asserted-by":"publisher","DOI":"10.1080\/13527260902757506"},{"key":"IJOM.2020070103-29","unstructured":"Osorio, R., Restrepo, L., & Mu\u00f1oz, H. (2016). Marketing digital: una mirada al pasado, presente y futuro. Marketing Visionario. Recovered from  https:\/\/www.researchgate.net\/publication\/316342108_Marketing_digital_una_mirada_al_pasado_presente _y_futuro"},{"key":"IJOM.2020070103-30","unstructured":"Palacios, L., P\u00e9rez, M., Rivas, R., & Talavera, J. (2013). Del juicio cl\u00ednico al modelo de regresi\u00f3n lineal. Investigaci\u00f3n cl\u00ednica XVIII. 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(n.d.). \u00c1nalisis de datos de datos regresi\u00f3n lineal multiple de violencia escolar. UE Siglo 21. Recovered from https:\/\/www.uv.mx\/iihs\/files\/2014\/04\/analisis-de-datos-regresion-lineal-multiple- violencia-escolar.pdf"},{"key":"IJOM.2020070103-39","unstructured":"Secretaria de Educaci\u00f3n Jalisco. (2015). Estad\u00edsticas Educativas 2015 (Estad\u00edsticas ciclo: 2015 \u2013 2016). Recovered from http:\/\/indicadores.sej.gob.mx\/publicaciones\/Ini2015-2016\/"},{"key":"IJOM.2020070103-40","author":"E.Soto","year":"2003","journal-title":"Las PYMES: ante el reto del siglo XXI"},{"key":"IJOM.2020070103-41","unstructured":"Stevenson, A. (2015). Cramer: Cashing in on millennials behavior trends. CNBC. Retrieved from https:\/\/www.cnbc.com\/2015\/08\/05\/cramer-cashing-in-on-millennial-behavior-trends.html"},{"key":"IJOM.2020070103-42","unstructured":"Tamayo, M. (2009). El proceso de la investigaci\u00f3n cient\u00edfica (5th ed.). Limusa."},{"key":"IJOM.2020070103-43","unstructured":"Torres, J. (2017). Porqu\u00e9 debes dejar a los influencers y contratar microinfluencers. InformaBTL. Recovered from https:\/\/www.informabtl.com\/debes-dejar-a-los-influencers-contratar-microinfluencers\/"},{"key":"IJOM.2020070103-44","unstructured":"Vega, K., Flores, H., Barrita, Y., & Dom\u00ednguez, E. (2015). Tag: millennials en M\u00e9xico. Lexia. Recovered from http:\/\/lexia.cc\/tag\/millennials-en-mexico\/"},{"key":"IJOM.2020070103-45","unstructured":"Wissman, B. (2018). Micro-influencers: The marketing force of the future? Forbes. Recovered from https:\/\/www.forbes.com\/sites\/barrettwissman\/2018\/03\/02\/micro-influencers-the-marketing-force-of-the-future\/#719037fc6707"}],"container-title":["International Journal of Online Marketing"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.igi-global.com\/viewtitle.aspx?TitleId=258987","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2022,5,5]],"date-time":"2022-05-05T18:12:55Z","timestamp":1651774375000},"score":1,"resource":{"primary":{"URL":"http:\/\/services.igi-global.com\/resolvedoi\/resolve.aspx?doi=10.4018\/IJOM.2020070103"}},"subtitle":[""],"short-title":[],"issued":{"date-parts":[[2020,7]]},"references-count":46,"journal-issue":{"issue":"3"},"URL":"https:\/\/doi.org\/10.4018\/ijom.2020070103","relation":{},"ISSN":["2156-1753","2156-1745"],"issn-type":[{"value":"2156-1753","type":"print"},{"value":"2156-1745","type":"electronic"}],"subject":[],"published":{"date-parts":[[2020,7]]}}}