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Access type: UnknownAuthor: search.filters.author.Marelby Amado Mateus

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    Influence of reputation, innovation, and knowledge on the performance of MSMEs in the orange economy sector
    (Cogent OA, 2024-01-01)
    Studies on entrepreneurship and its impact on economic, political, and social development have increased considerably over the last decade. One of the challenges faced by various countries is the development of companies within the orange economy, which refers to creative and cultural industries with significant potential to generate employment and wealth. Despite this potential, there is a notable lack of empirical research on the factors affecting the management and performance of micro, small, and medium-sized enterprises (MSMEs) within this sector. This study addresses this research gap by examining the influence of reputation, innovation, and knowledge on the performance of MSMEs in the orange economy sector in Colombia. Utilizing partial least squares structural equation modeling (PLS-SEM) to analyze survey data from entrepreneurs, the results reveal that reputation moderates the relationship between innovation and performance, as well as the relationship between knowledge and organizational performance. This study contributes to the literature by providing new insights into the dynamics of creative industries in developing countries and highlighting the essential roles of reputation, innovation, and knowledge in enhancing the performance of MSMEs in the orange economy.
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    Predictive variables of organisational performance in creative industry companies from the perspective of managers: Experiences in SMEs
    (Sage Publications India Pvt. Ltd, 2024-08-01)
    The creative industry has emerged as a crucial global development and economic growth driver. This study aims to identify and analyse predictive variables that influence the organisational performance of creative industry SMEs from the entrepreneurs’ perspective, providing a deeper understanding of the sector’s dynamics and guiding businesses and decision-makers towards effective strategies. A quantitative methodology was used to survey 500 managers of creative SMEs in Colombia. The results indicate that reputation, based on client recommendations, and the capacity for innovation significantly impact performance. Notably, concern for technology showed a negative effect, suggesting the need for more strategic technological adoption. These findings highlight the importance of effective reputation management and the promotion of innovation, offering valuable insights for policy and strategy formulation in the creative economy.
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    Understanding online repurchase intention among young Colombian consumers: A relationship-based approach
    (Elsevier BV, 2025-12-01)
    E-commerce has rapidly evolved into a dominant force in Latin American markets, reshaping how young consumers engage with digital platforms. Despite this growth, empirical models explaining repurchase intention remain limited and theoretically fragmented. This study addresses this gap by applying the Theory of Planned Behavior (TPB) to examine how customer experience, satisfaction, trust, and word of mouth (WOM) influence online repurchase intention among Colombian university students—a digitally mature yet understudied segment. Using a cross-sectional survey of 283 participants and covariance-based structural equation modeling (CB-SEM), the study tests a relational model comprising eight hypotheses. Findings confirm that satisfaction is the strongest predictor of repurchase intention and acts as a key mediator between experience, trust, and WOM. Additionally, customer experience directly shapes satisfaction and WOM, and WOM enhances trust. However, trust does not directly influence repurchase intention. The study advances theoretical understanding by refining TPB in a digital Latin American context and offers actionable insights for e-retailers aiming to strengthen loyalty through experiential and socially reinforced strategies.
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