<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1900-3803</journal-id>
<journal-title><![CDATA[Entramado]]></journal-title>
<abbrev-journal-title><![CDATA[Entramado]]></abbrev-journal-title>
<issn>1900-3803</issn>
<publisher>
<publisher-name><![CDATA[Universidad Libre de Cali]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1900-38032019000100048</article-id>
<article-id pub-id-type="doi">10.18041/1900-3803/entramado.1.5149</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[¿Hacia el social commerce? El valor de las redes sociales en la MiPyME de Córdoba, Argentina]]></article-title>
<article-title xml:lang="en"><![CDATA[Towards social commerce: the value of social networks for Micro and SME from Córdoba, Argentina]]></article-title>
<article-title xml:lang="pt"><![CDATA[Em direção ao comércio social? O valor das redes sociais no MiMPe de Córdoba, Argentina.]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Alderete]]></surname>
<given-names><![CDATA[María Verónica]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Jones]]></surname>
<given-names><![CDATA[Carola]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Instituto de Investigaciones Económicas y Sociales del Sur (IIESS)  ]]></institution>
<addr-line><![CDATA[Bahía Blanca ]]></addr-line>
<country>Argentina</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Nacional Córdoba Facultad de Ciencias Económicas ]]></institution>
<addr-line><![CDATA[Córdoba ]]></addr-line>
<country>Argentina</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2019</year>
</pub-date>
<volume>15</volume>
<numero>1</numero>
<fpage>48</fpage>
<lpage>60</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S1900-38032019000100048&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S1900-38032019000100048&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S1900-38032019000100048&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La difusión del comercio electrónico constituye una gran oportunidad para las empresas como instrumento de competitividad. El uso de las redes sociales brinda una plataforma nueva para el desarrollo de las transacciones comerciales online. El objetivo de este trabajo consiste en analizar la relación entre el nivel de adopción del comercio electrónico y la valoración de las redes sociales en las empresas. Con este fin, se utiliza una muestra de 100 Microempresas, Pequeñas y Medianas firmas de la ciudad de Córdoba, Argentina. Sobre la base de un análisis de conglomerados de k medias, se obtienen tres grupos de empresas: empresas avanzadas en e-commerce empresas únicamente en redes sociales y empresas orientadas al e-commerce. Estos grupos presentan diferencias significativas por sector de actividad, pero no por tamaño de las empresas. Códigos JEL: D2, L86, O33.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract E-commerce diffusion brings a great opportunity for the competitiveness of firms. The use of social networks offers a new platform for the development of online business transactions. The objective of this paper is analyzing the relationship between the e-commerce adoption level and the social networks value among firms. To achieve this goal, a sample of 100 Micro, Small and Medium firms from the city of Cordoba in Argentina is employed. Based on a k media conglomerates analysis, we obtained there groups of firms: firms advanced in e-commerce, firms just in social networks, and firms oriented to e-commerce. These groups differ in terms of their main economic activity but not in the size of their firms. Classification: D2, L86, O33.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo A difusão do comércio eletrônico constitui uma grande oportunidade para as empresas como instrumento de competitividade. O uso de redes sociais fornece uma nova plataforma para o desenvolvimento de transações comerciais online. O objetivo deste trabalho é analisar a relação entre o nível de adoção do comércio eletrônico e a valorização das redes sociais nas empresas. Para isso, é utilizada uma amostra de 100 microempresas, pequenas e médias empresas da cidade de Córdoba, Argentina. Com base em uma análise de k-conglomerados médios, três grupos de empresas são obtidos: empresas avançadas em e-commerce; empresas somente em redes sociais e empresas voltadas ao e-commerce. Esses grupos apresentam diferenças significativas por setor de atividade, mas não pelo tamanho das empresas. Classificações JEL: D2, L86, O33.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Comercio electrónico]]></kwd>
<kwd lng="es"><![CDATA[comercio social]]></kwd>
<kwd lng="es"><![CDATA[PyMEs]]></kwd>
<kwd lng="es"><![CDATA[análisis de conglomerados.]]></kwd>
<kwd lng="en"><![CDATA[E-commerce]]></kwd>
<kwd lng="en"><![CDATA[social commerce]]></kwd>
<kwd lng="en"><![CDATA[SMEs]]></kwd>
<kwd lng="en"><![CDATA[clúster analysis.]]></kwd>
<kwd lng="pt"><![CDATA[Comércio eletrônico]]></kwd>
<kwd lng="pt"><![CDATA[comércio social]]></kwd>
<kwd lng="pt"><![CDATA[PMEs]]></kwd>
<kwd lng="pt"><![CDATA[análise de cluster.]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<label>1</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[ALDERETE]]></surname>
<given-names><![CDATA[María Verónica]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The age of prosumerism: some microeconomic analysis.]]></article-title>
<source><![CDATA[Journal of Theoretical and Applied Electronic Commerce Research]]></source>
<year>2017</year>
<volume>12</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>1-12</page-range></nlm-citation>
</ref>
<ref id="B2">
<label>2</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[ALDERETE]]></surname>
<given-names><![CDATA[María Verónica]]></given-names>
</name>
<name>
<surname><![CDATA[DIEZ]]></surname>
<given-names><![CDATA[José Ignacio]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Innovación para la competitividad territorial: Un análisis de las pymes industriales de Bahía Blanca]]></article-title>
<source><![CDATA[Revista Líder]]></source>
<year>2014</year>
<volume>25</volume>
<page-range>35-69</page-range></nlm-citation>
</ref>
<ref id="B3">
<label>3</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[AMBLEE]]></surname>
<given-names><![CDATA[Naveen]]></given-names>
</name>
<name>
<surname><![CDATA[BUI]]></surname>
<given-names><![CDATA[Tung]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Harnessing the influence of social proof in online shopping: The effect of electronic word of mouth on sales of digital microproducts]]></article-title>
<source><![CDATA[International Journal of Electronic Commerce]]></source>
<year>2011</year>
<volume>16</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>91-113</page-range></nlm-citation>
</ref>
<ref id="B4">
<label>4</label><nlm-citation citation-type="book">
<collab>CEPAL</collab>
<source><![CDATA[De la Internet del consumo a la Internet de la Producción]]></source>
<year>2016</year>
<publisher-loc><![CDATA[Santiago de Chile ]]></publisher-loc>
<publisher-name><![CDATA[CEPAL]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B5">
<label>5</label><nlm-citation citation-type="book">
<collab>CEPAL</collab>
<source><![CDATA[Economía digital para el cambio estructural y la igualdad]]></source>
<year>2013</year>
<publisher-loc><![CDATA[Santiago de Chile ]]></publisher-loc>
<publisher-name><![CDATA[CEPAL]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B6">
<label>6</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[CHEUNG]]></surname>
<given-names><![CDATA[Christy]]></given-names>
</name>
<name>
<surname><![CDATA[LEE]]></surname>
<given-names><![CDATA[Matthew]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[What drives consumers to spread electronic word of mouth in online consumer-opinion platforms]]></article-title>
<source><![CDATA[Decision support systems]]></source>
<year>2012</year>
<volume>53</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>218-25</page-range></nlm-citation>
</ref>
<ref id="B7">
<label>7</label><nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[CONSTANTINIDES]]></surname>
<given-names><![CDATA[Efthymios]]></given-names>
</name>
<name>
<surname><![CDATA[ROMERO]]></surname>
<given-names><![CDATA[Carlota]]></given-names>
</name>
<name>
<surname><![CDATA[BORIA]]></surname>
<given-names><![CDATA[Miguel A. G]]></given-names>
</name>
<name>
<surname><![CDATA[SWOBODA]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[MORSCHETT]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[RUDOLPH]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[SCHNEDLITZ]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[SCHRAMMKLEIN]]></surname>
<given-names><![CDATA[H]]></given-names>
</name>
</person-group>
<source><![CDATA[European Retail Research]]></source>
<year></year>
<page-range>1-28</page-range></nlm-citation>
</ref>
<ref id="B8">
<label>8</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[CONSTANTINIDES]]></surname>
<given-names><![CDATA[Efthymios]]></given-names>
</name>
<name>
<surname><![CDATA[FOUNTAIN]]></surname>
<given-names><![CDATA[Stefan]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Web 2.0: conceptual foundations and marketing issues]]></article-title>
<source><![CDATA[Journal of Direct, Data and Digital Marketing Practice]]></source>
<year>2008</year>
<volume>9</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>231-44</page-range></nlm-citation>
</ref>
<ref id="B9">
<label>9</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[CANTALLOPS]]></surname>
<given-names><![CDATA[Antoni Serra]]></given-names>
</name>
<name>
<surname><![CDATA[SALVI]]></surname>
<given-names><![CDATA[Fabiana]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[New consumer behavior: A review of research on eWOM and hotels.]]></article-title>
<source><![CDATA[International Journal of Hospitality Management]]></source>
<year>2014</year>
<volume>36</volume>
<page-range>41-51</page-range></nlm-citation>
</ref>
<ref id="B10">
<label>10</label><nlm-citation citation-type="">
<collab>COMSCORE</collab>
<source><![CDATA[El futuro digital global 2018]]></source>
<year>2018</year>
</nlm-citation>
</ref>
<ref id="B11">
<label>11</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[DAVIS]]></surname>
<given-names><![CDATA[Fred D.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A technology acceptance model for empirically testing new end-user information systems: Theory and results]]></article-title>
<source><![CDATA[Sloan School of Management, Massachusetts Institute of Technology]]></source>
<year>1986</year>
</nlm-citation>
</ref>
<ref id="B12">
<label>12</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[DAVIS]]></surname>
<given-names><![CDATA[Fred. D]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[erceived usefulness, perceived ease of use, and user acceptance of information technologies]]></article-title>
<source><![CDATA[MIS Quarterly]]></source>
<year>1989</year>
<volume>13</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>319-40</page-range></nlm-citation>
</ref>
<ref id="B13">
<label>13</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[DO-HYUNG]]></surname>
<given-names><![CDATA[Park]]></given-names>
</name>
<name>
<surname><![CDATA[JUMIN]]></surname>
<given-names><![CDATA[Lee]]></given-names>
</name>
<name>
<surname><![CDATA[INGOO]]></surname>
<given-names><![CDATA[Han]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The effect of on-line consumer reviews on consumer purchasing intention: the moderating role of involvement]]></article-title>
<source><![CDATA[International Journal of Electronic Commerce]]></source>
<year>2007</year>
<volume>11</volume>
<page-range>125-48</page-range></nlm-citation>
</ref>
<ref id="B14">
<label>14</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[GARCÍA]]></surname>
<given-names><![CDATA[Sixto José]]></given-names>
</name>
<name>
<surname><![CDATA[AGUADO DOMÍNGUEZ]]></surname>
<given-names><![CDATA[Nicolás]]></given-names>
</name>
<name>
<surname><![CDATA[RIVEIRO CASTRO]]></surname>
<given-names><![CDATA[Reyes]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Presencia 2.0 de las pymes gallegas: niveles de participación y engagement con los usuarios]]></article-title>
<source><![CDATA[Revista Latina de Comunicación Social]]></source>
<year>2017</year>
<volume>72</volume>
<page-range>47-68</page-range></nlm-citation>
</ref>
<ref id="B15">
<label>15</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[GARCÍA]]></surname>
<given-names><![CDATA[Sixto José]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Desarrollo de las redes sociales como herramienta de marketing. Estado de la cuestión hasta 2015]]></article-title>
<source><![CDATA[Anagramas]]></source>
<year>2015</year>
<numero>14, 26</numero>
<issue>14, 26</issue>
<page-range>179-96</page-range></nlm-citation>
</ref>
<ref id="B16">
<label>16</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[HAJLI]]></surname>
<given-names><![CDATA[Nick]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A research framework for social commerce adoption]]></article-title>
<source><![CDATA[Information Management &amp; Computer Security]]></source>
<year>2013</year>
<volume>21</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>144-54</page-range></nlm-citation>
</ref>
<ref id="B17">
<label>17</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[HUANG]]></surname>
<given-names><![CDATA[Zhao]]></given-names>
</name>
<name>
<surname><![CDATA[BENYOUCEF]]></surname>
<given-names><![CDATA[Morad]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[From e-commerce to social commerce: A close look at design features.]]></article-title>
<source><![CDATA[Electronic Commerce Research and Applications]]></source>
<year>2013</year>
<volume>12</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>246-59</page-range></nlm-citation>
</ref>
<ref id="B18">
<label>18</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[JONES]]></surname>
<given-names><![CDATA[Carola]]></given-names>
</name>
<name>
<surname><![CDATA[ALDERETE]]></surname>
<given-names><![CDATA[María Verónica.]]></given-names>
</name>
<name>
<surname><![CDATA[MOTTA]]></surname>
<given-names><![CDATA[Jorge]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Adopción del Comercio electrónico en Micro, Pequeñas y Medianas empresas comerciales y de servicios de Córdoba, Argentina]]></article-title>
<source><![CDATA[Cuadernos de Administración]]></source>
<year>2013</year>
<volume>29</volume>
<numero>50</numero>
<issue>50</issue>
<page-range>49-59</page-range></nlm-citation>
</ref>
<ref id="B19">
<label>19</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[LIANG]]></surname>
<given-names><![CDATA[Ting-Peng]]></given-names>
</name>
<name>
<surname><![CDATA[TURBAN]]></surname>
<given-names><![CDATA[Efraim]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Introduction to the Special issue social commerce: a research framework for social commerce]]></article-title>
<source><![CDATA[International Journal of Electronic Commerce]]></source>
<year>2011</year>
<volume>16</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>5-14</page-range></nlm-citation>
</ref>
<ref id="B20">
<label>20</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[LIBERONA]]></surname>
<given-names><![CDATA[Darío.]]></given-names>
</name>
<name>
<surname><![CDATA[RUIZ]]></surname>
<given-names><![CDATA[Manuel]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Análisis de la implementación de programas de gestión del conocimiento en las empresas chilenas.]]></article-title>
<source><![CDATA[Estudios Gerenciales]]></source>
<year>2013</year>
<volume>29</volume>
<page-range>151-60</page-range></nlm-citation>
</ref>
<ref id="B21">
<label>21</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[MICHAELIDOU]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
<name>
<surname><![CDATA[SIAMAGKA]]></surname>
<given-names><![CDATA[N. T.]]></given-names>
</name>
<name>
<surname><![CDATA[CHRISTODOULIDES]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Usage, barriers and measurement of social media marketing: an exploratory investigation of small and medium B2B brands.]]></article-title>
<source><![CDATA[Industrial Marketing Management]]></source>
<year>2011</year>
<volume>40</volume>
<numero>7</numero>
<issue>7</issue>
<page-range>1153-9</page-range></nlm-citation>
</ref>
<ref id="B22">
<label>22</label><nlm-citation citation-type="journal">
<collab>MINISTERIO DE ECONOMÍA, FOMENTO Y TURISMO, GOBIERNO DE CHILE</collab>
<article-title xml:lang=""><![CDATA[Informe de resultados: productividad laboral sectorial y por tamaño de empresa a partir de microdatos]]></article-title>
<source><![CDATA[Tercera encuesta longitudinal de empresas]]></source>
<year>2015</year>
</nlm-citation>
</ref>
<ref id="B23">
<label>23</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[MIRANDA GONZÁLEZ]]></surname>
<given-names><![CDATA[Francisco Javier]]></given-names>
</name>
<name>
<surname><![CDATA[RUBIO LACOBA]]></surname>
<given-names><![CDATA[Sergio]]></given-names>
</name>
<name>
<surname><![CDATA[CHAMORRO MERA]]></surname>
<given-names><![CDATA[A. C.,]]></given-names>
</name>
<name>
<surname><![CDATA[CORREIA LOUREIRO]]></surname>
<given-names><![CDATA[Sandra María]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Determinantes de la intención de uso de Facebook en el proceso de decisión de compra]]></article-title>
<source><![CDATA[Investigaciones europeas de dirección y economía de la empresa]]></source>
<year>2015</year>
<volume>21</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>26-34</page-range></nlm-citation>
</ref>
<ref id="B24">
<label>24</label><nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[O&#8217;REILLY]]></surname>
<given-names><![CDATA[Tim.]]></given-names>
</name>
</person-group>
<source><![CDATA[What is Web 2.0?]]></source>
<year>2005</year>
</nlm-citation>
</ref>
<ref id="B25">
<label>25</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[STEPHEN]]></surname>
<given-names><![CDATA[Andrew T.]]></given-names>
</name>
<name>
<surname><![CDATA[TOUBIA]]></surname>
<given-names><![CDATA[Oliver]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Deriving value from social commerce networks]]></article-title>
<source><![CDATA[Journal of Marketing Research]]></source>
<year>2010</year>
<volume>47</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>215-28</page-range></nlm-citation>
</ref>
<ref id="B26">
<label>26</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[SWAMYNATHAN]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[WILSON]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[BOE]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[ALMEROTH]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
<name>
<surname><![CDATA[ZHAO]]></surname>
<given-names><![CDATA[B]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Do social networks improve e-commerce?]]></article-title>
<source><![CDATA[A study on social marketplaces In: Proceedings of the First Workshop on Online Social Networks, ACM Press, New York, NY]]></source>
<year>2008</year>
<page-range>1-6</page-range></nlm-citation>
</ref>
<ref id="B27">
<label>27</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[TURBAN]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[BOLLOJU]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
<name>
<surname><![CDATA[LIANG]]></surname>
<given-names><![CDATA[T.P]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Enterprise social networks]]></article-title>
<source><![CDATA[Journal of Organizational Computing and Electronic Commerce]]></source>
<year>2011</year>
<volume>21</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>202-20</page-range></nlm-citation>
</ref>
<ref id="B28">
<label>28</label><nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[VÁZQUEZ]]></surname>
<given-names><![CDATA[Rodolfo]]></given-names>
</name>
<name>
<surname><![CDATA[TRESPALACIOS GUTIÉRREZ]]></surname>
<given-names><![CDATA[J. A.]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing: estrategias y aplicaciones sectoriales]]></source>
<year>2002</year>
<edition>3ed</edition>
<publisher-loc><![CDATA[Madrid ]]></publisher-loc>
<publisher-name><![CDATA[Civitas ediciones]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B29">
<label>29</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[VENKATESH]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
<name>
<surname><![CDATA[DAVIS]]></surname>
<given-names><![CDATA[F.D]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A theoretical extension of the technology acceptance model: four longitudinal field studies]]></article-title>
<source><![CDATA[Management science]]></source>
<year>2000</year>
<volume>46</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>186-204</page-range></nlm-citation>
</ref>
<ref id="B30">
<label>30</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[von HIPPEL]]></surname>
<given-names><![CDATA[Eric]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Open Source Projects as Horizontal Innovation Networks - by and for Users]]></article-title>
<source><![CDATA[In MIT Sloan Working Paper No. 4366-02]]></source>
<year>2002</year>
</nlm-citation>
</ref>
<ref id="B31">
<label>31</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[YADAV]]></surname>
<given-names><![CDATA[M. S.]]></given-names>
</name>
<name>
<surname><![CDATA[De VALCK]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
<name>
<surname><![CDATA[HENNIG-THURAU]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[HOFFMAN]]></surname>
<given-names><![CDATA[D. L.]]></given-names>
</name>
<name>
<surname><![CDATA[SPANN]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Social commerce: a contingency framework for assessing marketing potential]]></article-title>
<source><![CDATA[Journal of Interactive Marketin]]></source>
<year>2013</year>
<volume>27</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>311-23</page-range></nlm-citation>
</ref>
<ref id="B32">
<label>32</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[YANG]]></surname>
<given-names><![CDATA[C. C.]]></given-names>
</name>
<name>
<surname><![CDATA[BROWN]]></surname>
<given-names><![CDATA[B. B]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Factors involved in associations between Facebook use and college adjustment: Social competence, perceived usefulness, and use patterns]]></article-title>
<source><![CDATA[Computers in Human Behavior]]></source>
<year>2015</year>
<volume>46</volume>
<page-range>245-53</page-range></nlm-citation>
</ref>
</ref-list>
</back>
</article>
