Factors Influencing the Use of Digital Marketing by Small and Medium-Sized Enterprises during COVID-19

This study aims to identify the factors that influence the use of digital marketing by SMEs in Medellin during COVID-19, proposing five factors that influence the use of these digital tools by 120 SMEs in Medellin, Colombia. The research was carried out under an exploratory factorial analysis, with a quantitative approach and an exploratory-descriptive scope. For data analysis, the levels of association between the constructs of the conceptual model and the intention to use these virtual tools were estimated, using Cramer's V coefficient. The results identify the benefits perceived by customers, the perceived advantages of using digital tools, and business optimization as the key factors in predicting their acceptance and use. It is concluded that the most used digital marketing strategies are the content and web sites of Instagram and Facebook. As the main implications, the study contributes to understanding the behavior of companies regarding technological change which could help to identify needs and successful strategies that ensure the continuity and sustainability of this business sector. As limitations, the hypotheses were tested in a single context, so it is necessary to compare these results in developed countries to contribute to a global approach. In addition, only marketing professionals who held operational positions were surveyed, so future managers and leaders of the marketing area should be included in the studies.