Chapter 4: Social innovation as a competitiveness strategy for the development of rural áreas

Social innovation is a transformative strategy that strengthens social capital and promotes collaborative solutions to community problems. In rural contexts, where health disparities persist, the integration of emerging technologies represents an alternative to improve maternal and infant care by combining digital tools with local knowledge. The objective of this study was to identify the level of familiarity, access, and perceived usefulness of emerging technologies in maternal health among women of reproductive age in rural areas of southern Veracruz, Mexico. A quantitative, descriptive, and cross-sectional approach was used, with simple random sampling. The sample consisted of 384 women who answered a Likert-type digital questionnaire. The evaluated dimensions included access to ICT, use during pregnancy, digital skills, and perception of innovation. Data analysis using the PLS-SEM model validated the reliability of the instrument. Results showed that most respondents have access to digital devices and expressed interest in receiving training, recognizing the value of these tools in supporting pregnancy. Despite infrastructure limitations, such as connectivity, their willingness to adopt digital technologies was favorable. Rural women show basic conditions and a positive attitude toward technological appropriation in maternal health. To achieve sustainable impact, it is necessary to improve digital infrastructure, strengthen digital literacy, and promote public policies that recognize social innovation in these territories.