Modelado de la iniciativa empresarial de medios en las redes sociales: enfoque SEM y MLP-ANN
DOI:
https://doi.org/10.17230/Ad-minister.34.2Palabras clave:
Emprendimiento de medios, emprendimiento de redes sociales, acción empresarial, SEM, MLP-ANN, Emprendimiento de medios, emprendimiento de redes sociales, accion empresaria, SEM, MLP-ANNResumen
El presente documento aborda la necesidad de un modelo cuantitativo para el emprendimiento de medios. En el marco del emprendimiento en redes sociales presentado por Khajeheian (2013), se introducen y categorizan 23 factores en cinco grupos. Cuatro grupos de empresa, recursos, estrategia y producto son los controlables y la infraestructura es el grupo incontrolable. En la investigación actual, estos grupos se consideran como variables y los factores se utilizan como medidas. En una encuesta, 305 estudiantes iraníes respondieron un cuestionario. Las metodologías SEM (modelo de ecuaciones estructurales) y MLP-ANN (red neuronal artificial basada en el perceptrón multicapa) utilizados para el análisis. Los resultados muestran que los recursos están en la posición más alto, la estrategia y la infraestructura se ubican en el segundo y tercer lugar, y la empresa y el producto en el más bajo. Este modelo se puede utilizar como base para desarrollar más investigaciones cuantitativas en el tema del emprendimiento de medios.
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