Evaluation of the online presence of family firms: A comparative analysis between Ibero-America and the US
Digital marketing strategies are an intermediary between marketing channels and communication of information. With the emergence of web 2.0, corporate websites’ have become the epicentre of digital marketing strategies. This study aims to fill a gap in the family business literature related to online presence and their differences between regions. Using structural equation modeling (SEM), the websites of the largest Ibero-American and American family businesses in the world (which were included in the Family Business Global Index (FBGI)) were examined by evaluating their content, form and function, as well as their presence in social networks. A multigroup analysis was used to compare the results in Ibero-America and America. One of the main results is that there is a negative relationship between website quality and a company’s turnover and a positive relationship between social networks and a company’s turnover. Regarding multigroup analysis, there are no significant differences among the family firms of the two regions with respect to the online presence. This study has relevant practical implications because it highlights the importance of a global strategy of online presence since it influences the company’s turnover.
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Copyright (c) 2021 Óscar R. González-López, Maria Buenadicha-Mateos, Ascensión Barroso, Ramón Sanguino
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