Emprendimientos Familiares Virtuales y Publicidad Digital durante el Aislamiento Social Obligatorio. Región Callao, Perú: Virtual Family Enterprises and Digital Advertising during Mandatory Social Isolation. Callao Region, Peru

Hernán Ávila-Morales; Richard Díaz-Chuquipiondo; David Israel Avila-Trivelli; José Hugo Tezén-Campos; Egard Alan Pintado-Pasapera

doi:10.53942/srjcidi.v3i5.101

Virtual Family Enterprises and Digital Advertising during Mandatory Social Isolation. Callao Region, Peru

Emprendimientos Familiares Virtuales y Publicidad Digital durante el Aislamiento Social Obligatorio. Región Callao, Perú

Authors

Hernán Ávila-Morales Universidad Nacional del Callao, Lima, Perú
Richard Díaz-Chuquipiondo Universidad Nacional Federico Villarreal, Lima, Perú https://orcid.org/0000-0002-8282-9589
David Israel Avila-Trivelli Universidad Tecnológica del Perú, Lima, Perú https://orcid.org/0000-0002-9260-4754
José Hugo Tezén-Campos Universidad Nacional del Callao, Lima, Perú
Egard Alan Pintado-Pasapera Universidad Nacional del Callao, Lima, Perú

DOI:

https://doi.org/10.53942/srjcidi.v3i5.101

Keywords:

Family entrepreneurship, Digital advertising, Digital skills, Professional skills, Corporate culture and business management.

Abstract

If the entrepreneurship initiated by members of a family in the virtual modality and oriented towards this form of management and the relationship they maintain with digital advertising were studied, from a perspective of sustainability of entrepreneurs; Because it is important in the digitization process, it is not starting a business using technology, due to regional conditions, until maintaining, consolidating, and developing micro-business units through technology. It is an exploratory investigation, therefore, if they collected the data through a questionnaire and reported the support of social organizations and if they presented the results in a descriptive-distributive way, without using any statistical test, therefore this is only if it is used when there is no hypothesis that this is the case. Result: Only 11 companies out of 365 have sustainability conditions, they decide to have personal and technological resources to continue strengthening the digitization of microenterprise organizations. Many entrepreneurs with a digital inclusion only adapt to the circumstances, they decide to use the technology, because there is no other way to advertise, but apparently they do not intend to continue with it when it is finished. It is necessary to strengthen the sustainability of family businesses, since this is what guarantees business development and with it the corresponding social benefits, such as job stability, among others.