The Impact of Advertising on Micro-Enterprises in Baja California, Mexico
The Impact of Advertising on Micro-Enterprises in Baja California, Mexico

Summary/Abstract: The objective of this research was to examine the effect of advertising on the performance of 1,478 micro-enterprises in Baja California. From the combination of statistical techniques of univariate and multivariate analysis, we studied the relationship that advertising activities have with factors related to educational level, age, and experience of the business owner, size of the company and seniority in the market. In the same way, it was evaluated if the performance of these economic units is related to the advertising channels used to publicize the products and/or services. The main findings suggest that as schooling and experience increase, while the owner's age decreases, the likelihood of micro-enterprises doing some type of advertising increases. Likewise, it was found that when the number of workers increases and the companies are of recent foundation, there is a greater probability of using advertising as part of their management strategy. The results confirm that the micro-enterprises that promote their products and services through social networks and the internet perform better than those that use other advertising channels.

• Details
• Contents