ABSTRACT This document analyzes social cartography in the fishing sector of Oaxaca, Mexico. The main objective is to represent the fishing system through the identification of the key actors, their relationships and the territory The methodology included three phases: 1) documentary to establish the theoretical framework; 2) field, with the application of 110 surveys to fishermen using the snowball technique; and 3) results, with the analysis and presentation of the data. The main results show that the agri-food sector; to which the fishing sector belongs, faces challenges such as enhancing production, supply, transformation, marketing and distribution capacities. The main government, business and higher education actors involved were identified. Regarding the fishing system in Oaxaca, the political-legislative, geographical, sustainability and health, financial and commercial, human capital, productive and infrastructural contexts were mapped, as well as the regional context of the Coast and Isthmus areas. The importance of recognizing the historical relationships that have marked fishing in Mexico is highlighted, especially in Oaxaca, one of the states with the highest rates of poverty and backwardness. JEL CLASSIFICATION: P42, J01, J54, Y90

RESUMEN Este documento analiza la cartografa social en el sector pesquero de Oaxaca, México. El objetivo principal es representar el sistema pesquero a través de la identificación de los actores clave, sus relaciones y el territorio. La metodología incluyó tres fases: 1) documental, para establecer el marco teórico; 2) de campo, con la aplicación de 110 encuestas a pescadores utilizando la técnica de bola de nieve; y 3) de resultados, con el análisis y presentación de los datos. Los principales resultados muestran que el sector agroalimentario, al cual pertenece el sector pesquero, enfrenta retos como potencializar las capacidades de producción, abastecimiento, transformación, comercialización y distribución. Se identificaron los principales actores gubernamentales, empresariales y de educación superior involucrados. En cuanto al sistema pesquero en Oaxaca, se mapearon los contextos político-legislativo, geográfico, de sustentabilidad y sanidad, financiero y comercial, de capital humano, productivo e infraestructural, así como el contexto regional de las zonas Costa e Istmo. Se destaca la importancia de reconocer las relaciones históricas que han marcado la pesca en México, especialmente en Oaxaca, uno de los estados con mayores índices de pobreza y rezago. CLASIFICACIÓN JEL: P42, J01, J54, Y90

RESUMO Este artigo analisa o mapeamento social no setor de pesca em Oaxaca, México. O principal objetivo é representar o sistema de pesca por meio da identificação dos principais atores, suas relações e o território. A metodologia incluiu três fases: l) documental, para estabelecer a estrutura teórica; 2) campo, com a aplicação de 110 pesquisas a pescadores usando a técnica de bola de neve; e 3) resultados, com a análise e apresentação dos dados. Os principais resultados mostram que o setor agroalimentar, ao qual pertence o setor pesqueiro, enfrenta desafios como o fortalecimento das capacidades de produção, fornecimento, processamento, comercialização e distribuição. Foram identificados os principais atores governamentais, empresariais e de ensino superior envolvidos. Com relação ao sistema de pesca em Oaxaca, foram mapeados os contextos político-legislativo, geográfico, de sustentabilidade e saúde, financeiro e comercial, de capital humano, produtivo e de infraestrutura, bem como o contexto regional das zonas da Costa e do Istmo. O estudo destaca a importância de reconhecer as relações históricas que marcaram a pesca no México, especialmente em Oaxaca, um dos estados com os mais altos índices de pobreza e atraso. CLASSIFICAÇÃO JEL: P42, J01, J54, Y90

Abstract In the global context, large companies perform social marketing practices based on pre-established criteria or reference points, enhancing their capabilities in the market. In this same sense, challenges arise for MSMES, which must incorporate them and make them visible to achieve competitiveness. Objective: To identify social practices in six for-profit and non-profit MSMES to determine if these fall within the criteria or reference points of social marketing. Methodology: Was situated in the socio-critical paradigm with a qualitative approach, supported by a cases studies, documented through a bibliographic review, a focus group, and semi-structured interviews. Key findings: Observe practices aimed at social development, environmental care, and responsible consumption that fall within the pre-established categories. Likewise, the practices are performed intuitively; these would be more useful if MSMES had a background in social marketing and its value for strengthening the business image and obtaining benefits within the market. Conclusions: Is relevant to make social practices visible and qualify MSMES in social marketing to enhance their programs from the business planning perspective.

Resumen En el contexto global, las grandes empresas suelen realizar prácticas de mercadeo social a partir de criterios o puntos de referencia preestablecidos que permiten su buena imagen. Las exigencias de ese mismo contexto plantean retos para las mipymes, que deben incorporarlas y visibilizarlas en aras de lograr competitividad. Objetivo: Identificar las prácticas de carácter social en seis mipymes con y sin ánimo de lucro para determinar si estas se enmarcan en los criterios o puntos de referencia del mercadeo social. Metodología: Se situó en el paradigma sociocrítico con enfoque cualitativo, soportada en estudio de casos, documentados mediante revisión bibliográfica, grupo focal y entrevistas semiestructuradas. Resultados principales: Se mostraron prácticas orientadas al desarrollo social, el cuidado del medio ambiente y el consumo responsable que se pueden situar dentro de las categorías preestablecidas. Se observó que las prácticas se llevan a cabo de manera intuitiva, que serían más aprovechables si las mipymes tuvieran un bagaje del mercadeo social y su valor para el fortalecimiento de la imagen empresarial y la obtención de beneficios dentro del mercado. Conclusiones: Relevante visibilizar las prácticas sociales y cualificar a las mipymes en temas relacionados con mercadeo social para la instrumentalización de sus programas desde la planeación empresarial.

Resumo No contexto global, as grandes empresas costumam realizar práticas de marketing social baseadas em critérios pré-estabelecidos ou pontos de referência que permitem uma boa imagem. As exigências deste mesmo contexto colocam desafios às MPMEs, que devem incorporá-las e torná-las visíveis para serem competitivas. Objetivo: Identificar práticas sociais em seis MPMEs com e sem fins lucrativos para determinar se estas se enquadram nos critérios ou pontos de referência do marketing social. Metodologia: Situou-se no paradigma sociocrítico com abordagem qualitativa, apoiada em estudos de caso documentados através de revisão bibliográfica, grupo focal e entrevistas semiestruturadas. Principais resultados: Observar práticas voltadas ao desenvolvimento social, ao cuidado ambiental e ao consumo responsável que podem ser enquadradas em categorias pré-estabelecidas. Observou-se que as práticas são realizadas de forma intuitiva e seriam úteis se as MPMEs tivessem experiência em marketing social e seu valor para o fortalecimento da imagem empresarial e obtenção de benefícios no mercado. Conclusões: É relevante visibilizar as práticas sociais e capacitar as MPMEs nas questões relacionadas ao marketing social para a instrumentalização de seus programas a partir do planejamento empresarial.

Resumo: O fenômeno influencer proliferou, gerando audiências especializadas, que incluem docentes que podem oferecer oportunidades educativas de modelagem aos seus seguidores. A relação seguidor-influencer baseia-se na identificação e na imitação, sendo os impactos mais sensíveis quanto mais jovens são as pessoas seguidoras. O estudo baseado numa metodologia mista utilizou um questionário a estudantes de ensino médio na Espanha (N=407; idade média de 12 anos, DP=0,209) para analisar diferenças na relação de seguimento das pessoas adolescentes que seguem influenciadores nas redes sociais. Além disso, foram realizadas entrevistas semiestruturadas com análise textual, analítica e reflexiva com influencers de diversos âmbitos, com os quais os próprios adolescentes manifestaram ter uma relação de acompanhamento, para conhecer sua percepção de influência educativa. Os resultados mostram que as pessoas menores têm consciência do papel comercial dessas pessoas, porém, os influencers não consideram o seu impacto educativo, que só é percebido pelos influencers docentes. Conclui-se que é importante compreender e regular a influência destas referências nos menores, reconhecendo o seu papel educativo e a sua responsabilidade nos conteúdos que compartilham nas redes sociais.

Resumen: El fenómeno influencer ha proliferado generando audiencias especializadas, las cuales incluyen a docentes que pueden ofrecer oportunidades educativas de modelado en sus seguidores. La relación seguidor- influencer se basa en la identificación y la imitación, con impactos más sensibles cuanto más jóvenes son las personas seguidoras. El estudio basado en una metodología mixta empleó un cuestionario a estudiantes de educación secundaria en España (N=407; de edad media de 12 años, DT=0.209) para analizar diferencias en la relación de seguimiento de las personas adolescentes que siguen a influenciadores en redes sociales. Además, se realizaron entrevistas semiestructuradas con un análisis textual, analítico y reflexivo a influencers de diversos ámbitos, con los que los mismos adolescentes manifestaron que tenían una relación de seguimiento, para conocer su percepción sobre la influencia educativa. Los resultados muestran que las personas menores son conscientes del rol comercial de dichas personas, sin embargo, los influencers no consideran su impacto educativo, que solo es percibido por los influencers docentes. Se concluye que es importante comprender y regular la influencia de estos referentes en los menores, reconociendo su papel educativo y su responsabilidad en el contenido que comparten en redes sociales.

Abstract: The influencer phenomenon has proliferated and created specific audiences, including teachers who can provide educational models for their followers. The follower-influencer relationship is based on identification and imitation, and its effects are more pronounced among younger followers. The study, based on a mixed methodology, consisted of the administration of a questionnaire to secondary school students in Spain (N=407; mean age 12 years, SD=0.209) in order to analyse the different follower relationships among teenage followers of influencers on social networks. Semi-structured interviews with textual, analytical and reflective analysis were also conducted with influencers from different fields that the adolescents themselves reported following, in order to learn about their perceptions of educational influence. The results show that minors are aware of the commercial role of such people; however, influencers do not consider their educational impact, which is only perceived by teacher influencers. It is concluded that it is important to understand and regulate the influence of these influencers on minors, recognising their educational role and their responsibility in the content they share on social networks.

ABSTRACT Higher Education in Ecuador offers a dynamic context where universities gradually transform into centers of knowledge production and technology incubation and transfer. Formative research contributes to integrating teaching and research functions and to the comprehensive training of the student, through innovative pedagogical strategies and methodological procedures in accordance with global trends in Higher Education. The objective of this work is to propose a methodological procedure that guides academic tasks and articulates the substantive functions of teaching, research and connection of students of the subject: Distribution Channels, Administration career, Technical University of Manabí, with social actors who participate in the cocoa market. A mixed approach methodology is used, with an exploratory and descriptive scope. The main findings confirm that the proposed procedure validates the link between teaching, research, professional training and society. It is confirmed that formative research applied in real-world contexts strengthens relationships between students, teachers and communities, managing to integrate study plans and educational offers. It was possible to study the cocoa marketing process in the cantons of Portoviejo, Manta and Junín, providing relevant information for decision making and future commercial strategies.

RESUMEN La Educación Superior del Ecuador, ofrece un contexto dinámico donde las universidades se transforman gradualmente en centros de producción de conocimientos y, de incubación y transferencia de tecnologías. La investigación formativa contribuye a integrar las funciones docentes e investigativas y a la formación integral del estudiante, a través de estrategias pedagógicas y procedimientos metodológicos novedosos conforme a las tendencias globalesde la Educación Superior. El objetivo del presente trabajo es proponer un procedimiento metodológico que oriente las tareas académicas y articule las funciones sustantivas de docencia, investigación y vinculación de estudiantes de la asignatura: Canales de Distribución, carrera Administración, Universidad Técnica de Manabí, con actores sociales que participan en el mercado del cacao. Se utiliza una metodología de enfoque mixto, con alcance exploratorio y descriptivo. Los principales hallazgos confirman que el procedimiento propuesto valida el vínculo entre docencia, investigación, formación profesional y sociedad. Se confirma que la investigación formativa aplicada en contextos del mundo real fortalece las relaciones entre estudiantes, maestros y comunidades, logrando integrar los planes de estudio y ofertas educativas. Fue posible estudiar el proceso de comercialización del cacao en los cantones Portoviejo, Manta y Junín, aportando información relevante para la toma de decisiones y futuras estrategias comerciales.

ABSTRACT Digital marketing is a tool that promotes the promotion not only of a product but also of a service, here is its importance in the recruitment of students in private educational institutions in Babahoyo, in order to identify challenges and opportunities. A mixed approach combining qualitative and quantitative elements was implemented to better understand digital marketing practices. The results highlight the importance of digital presence, especially websites and social networks, to attract more students. They are also identified as the most effective communication channels, highlighting the need to develop an active presence on these platforms. It is evident that personal recommendations are an influential factor in making enrollment decisions. It is recommended to diversify the academic offerings to meet the demands of the different educational levels, improving the ability to attract and retain students.

RESUMEN El marketing digital es una herramienta que promueve la promoción no solo de un producto sino también de un servicio, he aquí su importancia dentro de la captación de estudiantes en instituciones educativas privadas en Babahoyo, con el objetivo de identificar desafíos y oportunidades. Se implemento un enfoque mixto que combina elementos cualitativos y cuantitativos para comprender mejor las prácticas de marketing digital. Los resultados destacan la importancia de la presencia digital, en especial los sitios web y redes sociales, para atraer a más estudiantes. También se identifican como los canales de comunicación más efectivos, lo que resalta la necesidad de desarrollar una presencia activa en estas plataformas. Se evidencia que las recomendaciones personales son un factor influyente en la toma de decisiones de matriculación. Se recomienda diversificar las ofertas académicas para satisfacer las demandas de los diferentes niveles educativos, mejorar la capacidad de atracción y retención de estudiantes.

Purpose This study aims to explore the foundations and current research streams of sustainability communication (SC) within the marketing field through a comprehensive analysis of the existing literature. Furthermore, it identifies promising areas, gaps, and guides for future contributions in SC literature. Design/methodology/approach This study relies on a sample of 103 articles published in high-ranked marketing journals. Through co-citation and qualitative thematic analyses, it examines a network over the foundations and central themes in current literature. Findings In the marketing field, the foundations of SC rest on institutional and stakeholder theories, corporate social responsibility (CSR) communication and its effectiveness, green advertising, ethical consumerism and marketing strategies, and social marketing for sustainable consumption. Additionally, the analysis reveals four core current themes: reporting sustainability, sustainability advertising, consumer reactions, and promoting pro-sustainable behaviour. Research limitations/implications This paper defines the foundations and boundaries of SC in marketing based on a comprehensive evaluation of existing research. By doing so, it offers a valuable reference for future research, enabling scholars to understand better the past and current state of SC in marketing and to identify areas for further investigation. Practical implications Businesses and marketers can use the findings to develop more effective SC strategies and to focus on the main topics that require their attention. Social implications This research is of societal importance because it deepens our understanding of SC in marketing. It illuminates uncharted territory and helps decision-makers across sectors create a more sustainable future. In essence, this research enriches society by promoting sustainability awareness and guiding the development of practices that emphasize the value of SC. Originality/value This study advances previous literature reviews on SC in the marketing field by providing a roadmap for researchers to delve deeper and contribute to the field of SC in marketing, advancing our understanding of the importance of organizations effectively communicating their sustainability strategies to stakeholders. (SC Furthermore gaps Designmethodologyapproach Design methodology approach 10 highranked high ranked journals cocitation co citation analyses theories CSR (CSR effectiveness advertising consumption Additionally reactions prosustainable pro behaviour limitationsimplications limitations so investigation attention decisionmakers decision makers essence Originalityvalue Originality stakeholders 1

Purpose The purpose of this study is to compare measurement scales of sports fans’ motivations applied to women’s football. Design/methodology/approach A survey research approach was used to collect 574 valid responses from participants in Brazil and the USA. Three prominent scales – Sport Interest Inventory (SII), Sport Fan Motivation Scale (SFMS) and Motivation Scale for Sport Consumption (MSSC) are were compared using the structural equation modeling technique. Findings The results indicate that the SII scale demonstrates superior predictive power for variables such as “purchase intention,” “electronic word of mouth,” “identification as a fan” and “interest in women’s football” compared to the SFMS and MSSC scales. The primary motivation among followers and spectators of women’s football in the study was “supporting women’s opportunities” in sport. Research limitations/implications While the study is grounded in the most relevant scales pertinent to the theme, the limited academic production on the subject hinders direct comparisons with prior research. Practical implications Leveraging the insights from the SII scale, football team managers can refine their marketing strategies by understanding the primary motivations driving women’s football consumption. This knowledge can inform targeted efforts to enhance women’s football consumption, subsequently expanding opportunities for women in the sport. Social implications This study provides valuable information that can inform initiatives aimed at boosting women’s soccer consumption, thereby contributing to increased opportunities for women in the sport. Originality/value To the best of the authors’ knowledge, this study represents the first attempt to compare scales in the specific context of women’s soccer, contributing with a unique perspective to the development of women’s sports. fans womens s Designmethodologyapproach Design methodology 57 USA SII, , (SII) (SFMS (MSSC technique purchase intention, intention electronic mouth, mouth identification fan interest supporting sport limitationsimplications limitations theme consumption Originalityvalue Originality value authors 5 (SII

Hierdie sewe-jaar longitudinale opvoedingstudie evalueer drie akademiese afleweringsmodusse vir deeltydse MBA-studente in hul Bemarkingsbestuursmodule, naamlik vol kontak (20172019), vol aanlyn tydens COVID-19 se harde inperking (2020-2021 en die daaropvolgende gemengde modus (2022-2023). Die studie het ten doel om te bepaal of die afleweringsmodus studente se akademiese prestasie beduidend beïnvloed. Die eenrigting-variansie-analise (EVA) het beduidende verskille tussen die afleweringsmodusse vir individuele opdragte (normatiewe assessering) en groepgevallestudies (summatiewe assessering) geïdentifiseer. Daar was ook betekenisvolle verskille tussen die akademiese prestasie ten opsigte van die finale saamgestelde portefeulje van kennis (wat as eksamen dien). Hierdie portefeulje bestaan uit 'n prakties-toegepaste bemarkingsplan. Die post-hoc toetse het getoon dat studente aansienlik beter gevaar het tydens die gemengde afleweringsmodus in individuele opdragte, terwyl die volledige aanlyn modus laer punte vir die groepgevallestudies gehad het. Beide die gemengde en volledige kontakmodusse het beduidende opeenvolgende verbetering vir die groepgevallestudies getoon, wat in elke gevallestudie verbetering getoon het namate die semester gevorder het. Dit verskil van volledige aanlyn onderrig. Die gemengde modus het ook aansienlik beter gevaar in die eksamen- en finale modulepunte en het selfs beter gevaar as volkontakklasse.

The COVID-19 pandemic significantly transformed the tertiary education landscape. Traditional contact universities were forced abruptly to adopt a full-distance education mode, a situation neither the students nor lecturers were prepared for. Many lectures and teaching activities were developed on the fly as universities struggled to roll out the needed support in double-time for lecturers and students. This new normal for education required integrating technology, advanced communication software, revised assessment techniques, and recognising the need for flexible and adaptable approaches to teaching and learning. Students also evolved and gained technological proficiency, adaptability, time management, soft skills, social media proficiency, and an awareness of health and well-being. Albeit uncertain in redefining the new normal, universities continue to provide quality education. However, exactly how university education should be delivered to a new breed of students in a new business environment is a challenge. This is even more so in the case of executive MBA students. After the hard lockdown and restrictions were lifted on 21 September 2020, the North-West University Business School started to explore other modes of academic content delivery. Reinstating a full contact delivery mode was not an option because of remaining restrictions. High technological investment, online-educated lecturers and students, and benefits and developments during online learning now form a new normal for the Business School. Which teaching method, or rather, which mode of delivery, is the most relevant and adequate? Should the MBA lectures return to the historic full-contact delivery mode, stick with the newly established full online mode, or attempt to integrate the benefits of both into a hybrid mode of delivering business education to a new breed of technology-savvy students? This study, therefore, examines the academic performance of the different delivery modes by comparing data of Executive MBA Marketing management students at the NWU Business School in South Africa. The study examines the academic performance of these students from 2017 up to 2023. The panel database consists of Executive MBA students'marks for the module in Marketing Management from 2017 up to 2023. The database contains marks for individual assignments, groupwork case studies, final individual- and groupwork marks, exam marks and the final module mark. The final assessment is a portfolio of evidence comprising a detailed marketing plan for a product, service, or organisation of choice. The mode of delivery served as the dependent variable, while the independent variables comprised the marks for each assignment (groupwork, individual and portfolio of evidence). Three delivery modes were compared, namely full-contact (2017-2019), full-online (2020-2021), and the post-pandemic hybrid mode currently in effect (2022-2023). The data comprised 630 cases. However, the analysis of variance (ANOVA) used 532 cases to compare the different groupwork assignments (230 full-contact students, 159 full-online students, and 143 hybrid students). Cronbach's alpha coefficient measured the data's reliability, and one-way ANOVA determined significant differences (p<.05) between the academic performance of the three delivery modes. The analysis confirmed that significant differences exist between the modes of delivery for individual assignments, group case studies and exams (p<.05). The Tukey ab post-hoc tests showed that students performed significantly better during the hybrid delivery mode in individual assignments (69.2%) than full contact (63.8%). Regarding the individual assignment, the full online (63.8%) and full contact (63.7%) delivery modes perform significantly worse than the hybrid (69.2%) delivery mode. Regarding the first group case study (Group Assignment 1), full online performs (67.3%) significantly worse than hybrid (71.1%) and full contact (73.6%) delivery modes. There is no significant difference between the hybrid and full contact delivery modes. In the second, third, and fourth group case studies (Group Assignments 2, 3 & 4), the hybrid delivery mode (82.37%, 75.4%, 82.7%) outperforms the full contact (75.4, 80.1%, 86.6%) and full-online (71.4%, 71.4%, 67.8%) modes. The hybrid delivery mode, therefore, proves to be more conducive towards academic performance in group work. Finally, in considering the final module mark, the hybrid delivery mode (71.0%) is significantly higher than the other two delivery modes. However, there is no significant difference between full online (67.5%) and full-contact (67.2%) delivery modes regarding the final module mark. Nevertheless, it is noteworthy that the better performance in the final module marks is a function of the groupwork where the students analysed case studies together. There are no significant differences in the exam marks between the delivery modes, so better academic performance in the hybrid mode of delivery where groupwork is concerned culminates in the better module mark. Based on the findings, it is evident that the hybrid mode of delivery results in the best academic performance. This observation is based on three reasons, namely 1) students performed better in both the normative and summative assessments during hybrid tuition; 2) there is continuous progressive learning throughout the semester regarding the group case studies (summative assessment). They learn to improve and hone their skills to analyse better and apply business solutions to real-life problems experienced by organisations. This is based on students' improving marks in the group case studies as they become more proficient in analysing and answering the applied case studies because they learn from each case study; and 3) the students perform better academically in their normative assessments and earn higher final module marks (partially due to reason 2). It is concluded that the hybrid delivery mode facilitates the academic performance of post-pandemic executive MBA Marketing management students. JEL KODES: I23, I21, M30

This study examines the online presence of global fashion brands in light of new luxury. Identifying traditional resistances to digital integration, it is noteworthy that six out of nine researched brands adopt strategies consistent with new luxury, emphasizing interaction, dialogue, and the sale of premium products in the Brazilian market. A growing commitment to sustainability is observed, particularly in brands like Louis Vuitton and Dior, which integrate environmental and social actions into their online platforms. Social Network Analysis reveals the interconnectedness between the concepts of luxury and sustainability. Limitations include a narrow sampling focusing on fashion brands and a lack of exploration into exclusivity on digital platforms. The study underscores the importance of a deep understanding of luxury brands’ engagement online to guide digital marketing strategies in the post-modern era. integration interaction dialogue market observed Dior platforms postmodern post modern era

RESUMO Este estudo analisa a presença online de marcas globais de moda à luz do novo luxo. Identificando resistências tradicionais à integração digital, destaca-se que seis das nove marcas pesquisadas adotam estratégias condizentes com o novo luxo, enfatizando interação, diálogo e venda de produtos premium no mercado brasileiro. Observa-se um compromisso crescente com a sustentabilidade, especialmente nas marcas Louis Vuitton e Dior, que incorporam ações ambientais e sociais em suas plataformas online. A análise de redes sociais (ARS) revela a interconexão entre os conceitos de luxo e sustentabilidade. Limitações incluem a amostragem restrita a marcas de moda e a falta de pesquisa sobre a exclusividade nas plataformas digitais. O estudo destaca a importância da compreensão aprofundada do engajamento das marcas de luxo na internet para orientar estratégias de marketing digital na pós-modernidade. destacase se interação brasileiro Observase Observa sustentabilidade Dior ARS (ARS digitais pósmodernidade. pósmodernidade pós modernidade. modernidade pós-modernidade

Este estudio examina la presencia en línea de marcas globales de moda a la luz del nuevo lujo. Identificando resistencias tradicionales a la integración digital, es notable que seis de las nueve marcas investigadas adoptan estrategias consistentes con el nuevo lujo, enfatizando la interacción, el diálogo y la venta de productos premium en el mercado brasileño. Se observa un compromiso creciente con la sostenibilidad, especialmente en marcas como Louis Vuitton y Dior, que incorporan acciones ambientales y sociales en sus plataformas en línea. El Análisis de Redes Sociales (ARS) revela la interconexión entre los conceptos de lujo y sostenibilidad. Las limitaciones incluyen una muestra limitada centrada en marcas de moda y la falta de estudio sobre la exclusividad en las plataformas digitales. El estudio subraya la importancia de comprender a fondo el compromiso en línea de las marcas de lujo para orientar las estrategias de marketing digital en la era posmoderna. interacción brasileño sostenibilidad Dior ARS (ARS digitales posmoderna

Resumo: Em 2020, o mundo enfrentou uma grave crise sanitária decorrente do SARS-CoV-2, o que levou diversos setores sociais a adaptarem e adotarem novos hábitos voltados à preservação da higiene e saúde. No contexto laboral, as organizações foram confrontadas com situações que exigiram a tomada de decisões que transformaram significativamente suas práticas de trabalho. Em resposta a essa realidade, muitas empresas implementaram estratégias para proteger a saúde de seus funcionários, sendo o home office (trabalho remoto) uma das mais amplamente adotadas. Contudo, essa mudança acarretou uma série de desafios para os colaboradores, como o aumento do estresse, dificuldades de comunicação, má gestão do tempo e queda no desempenho, entre outros. Diante desse cenário, esta pesquisa, de abordagem quantitativa, foi realizada por meio da aplicação de um questionário aos funcionários administrativos de uma empresa dedicada à comercialização de produtos plásticos, que trabalhavam remotamente. O objetivo foi propor estratégias motivacionais que favorecessem a melhoria de seu desempenho profissional. Os resultados revelam que os funcionários enfrentaram problemas como a falta de espaços adequados para o trabalho em casa, dificuldades de comunicação e interação com colegas, além de desafios na organização do tempo para a execução de suas atividades laborais. Por fim, são apresentadas recomendações como a implementação de reuniões periódicas e discussões eficazes, ações que busquem impactar positivamente o desempenho dos colaboradores.

Resumen: En el año 2020, el mundo enfrentó una severa crisis sanitaria derivado del SARS CoV-2 por lo que los diferentes sectores sociales se vieron en la necesidad de modificar y adquirir nuevos hábitos encaminados a preservar la higiene y la salud. De manera específica en el ámbito laboral, las organizaciones se enfrentaron a situaciones que los orillaron a tomar decisiones que cambiaron significativamente el estilo habitual de trabajo. Derivado de esta situación, las empresas implementaron diferentes estrategias en favor de la salud de personal, una de la más utilizada fue el Home Office (trabajo en casa), lo que originó diversas problemáticas entre los colaboradores, como aumento de estrés, falta de comunicación, mal gestión de tiempo, bajo desempeño, etc. En relación a lo anterior, se llevó a cabo la presente investigación mediante un enfoque cuantitativo, con la aplicación de una encuesta al personal administrativo de una empresa dedicada a la comercialización de artículos de plásticos que se encontraban trabajando desde casa, con la finalidad de proponer estrategias motivacionales enfocadas a favorecer su desempeño laboral. Los resultados obtenidos reflejan que el personal no contaba con espacios aptos para trabajar en casa, así mismo, dificultad para comunicarse e interactuar con los compañeros, así como la falta de organización de tiempo para el cumplimiento de sus actividades de trabajo. Finalmente, se diseñan recomendaciones como la programación periódica de reuniones efectivas, conversatorios; acciones que impacten favorablemente en el desempeño de los colaboradores.

Abstract: In 2020, the world faced a severe health crisis derived from SARS CoV-2, so different social sectors found it necessary to modify and acquire new habits aimed at preserving hygiene and health. Specifically in the workplace, organizations faced situations that forced them to make decisions that significantly changed their usual work style. As a result of this situation, companies implemented different strategies in favor of staff health, one of the most used was the Home Office (working at home), which caused various problems among employees, such as increased stress, lack of communication, poor time management, poor performance, etc. In relation to the above, this research was carried out using a quantitative approach, with the application of a survey to the administrative staff of a company dedicated to the marketing of plastic items, with the purpose of knowing the working conditions of the collaborator. At home, and consequently, propose motivational strategies focused on promoting their performance and well-being at work. The results obtained reflect that the staff did not have spaces suitable for working at home, as well as difficulty communicating and interacting with colleagues, as well as the lack of time organization to carry out their work activities. Finally, recommendations are designed such as the periodic scheduling of effective meetings, discussions; actions that favorably impact the performance of collaborators.

ABSTRACT The COVID-19 pandemic drove the transition to online learning globally. This study evaluated the marketing strategies of IST CENESTUR using a mixed methodological approach that integrated qualitative and quantitative perspectives. A significant correlation was found between information sources and influence on the choice of educational services, highlighting the impact of strategies such as digital marketing and customer testimonials. Although most perceived value for money positively, varied opinions were identified, urging to adjust strategies and improve quality. Flexibility of schedules was crucial for customers, followed by the quality of educational material. In addition, there was a high positive perception of the impact of the services on personal and professional development, with a high recommendation rate. However, the importance of addressing financial concerns to improve accessibility and overall satisfaction was stressed.

RESUMEN La pandemia de COVID-19 impulsó la transición hacia la enseñanza en línea a nivel global. Este estudio evaluó las estrategias de marketing del IST CENESTUR se empleó un enfoque metodológico mixto que integró perspectivas cualitativas como cuantitativas. Se encontró una correlación significativa entre las fuentes de información y la influencia en la elección de servicios educativos, resaltando el impacto de estrategias como el marketing digital y los testimonios de clientes. Aunque la mayoría percibió positivamente la relación calidad-precio, se identificaron opiniones variadas, instando a ajustar estrategias y mejorar la calidad. La flexibilidad de horarios fue crucial para los clientes, seguida de la calidad del material educativo. Además, se observó una alta percepción positiva del impacto de los servicios en el desarrollo personal y profesional, con una elevada tasa de recomendación. No obstante, se subrayó la importancia de abordar las preocupaciones financieras para mejorar la accesibilidad y la satisfacción general.

The social and political history of South Africa yielded massive transformation in the higher education landscape, including access to education and the merger of universities. Despite the many successes of transformation, it brought with it challenges such as increasing participation, student retention, throughput, and graduation rates; changes in government funding models; declining student subsidies and providing quality education with limited resources. The South African higher education sector is multi-faceted, and students have a wide range of higher education options. This study explored factors influencing decision-making of first-year students when selecting a university. Data was collected from first-year students and employees at a University of Technology. Through in-depth interviews and focus group discussions, the researchers analysed the complex factors that guide students' decision-making when selecting a university. The findings revealed that factors significantly influencing decision-making on university selection are, the reputation and quality of university programmes offered, response time and support provided by staff; location; and infrastructure and facilities. This research is significant in that it will assist higher education institutions, particularly marketing and communications departments to be more responsive to students' needs by shifting toward active engagement in its marketing and recruitment approaches to attract, retain, and satisfy students.

ABSTRACT The Advanced Measurement Infrastructure is a platform that crosses the borders of the generation, transmission, distribution and marketing of electric company`s energy. Included a change in the mentality of consumers and in the design of equipment, devices and applications used by them. The use in the infrastructure of information technology and communications, the Internet of things, and different communications media and platforms, will allow true dynamic and real-time control of the use of electrical energy. In the reflection article, a perspective is sketched to understand the new norms and disciplines that affect both, urban and rural design and in general the social life of citizens, related to each other to achieve efficient use of energy and a substantial change in the country's energy matrix.

RESUMEN La Infraestrucutra Avanzada de Medición, es una plataforma que traspasa las fronteras de la generación, transmisión, distribución y comercialización de la energía de una empresa eléctrica. Incluye un cambio en la mentalidad de los consumidores y en el diseño de los equipos, dispositivos y aplicaciones utilizados por ellos. El uso en esta infraestructura de las tecnologías de la informática y las comunicaciones, la Internet de las cosas, así como los diferentes medios y plataformas de comunicaciones permitirán un verdadero control dinámico y en tiempo real del uso de la energía eléctrica. En el artículo de reflexión, se esboza una perspectiva para comprender las nuevas normas y disciplinas que inciden en el diseño tanto urbano como rural y, en general, en la vida social de los ciudadanos, relacionadas entre sí para alcanzar un uso eficiente de la energía y un cambio sustancial en la matriz energética del país.

ABSTRACT Objective: To measure the cognitive image of the Hotel Club Amigo Atlántico Guardalavaca in terms of its use for commercial management. Materials and methods: A closed-response questionnaire with a 5-point Likert scale was designed to measure the cognitive image perceived by the clients of the Hotel Club Amigo Atlántico Guardalavaca, it was inserted into the online platform QuestionPro and the link was shared on Facebook social network. The results of the questionnaire were processed by the Statistical Package for Social Sciences, which allowed an exploratory factor analysis. The statistical results were interpreted in terms of their use for business management. Results: The cognitive image perceived by hotel customers is grouped into three factors: cultural experience and sustainability, service experience and quality of life, and natural experience and entertainment. These findings provide valuable information for the commercial management of the hotel, by allowing the identification of key areas that influence customer´s perception. Conclusions: The study demonstrated the importance of cognitive image in hotel commercial management, being directly related to the customer's perception of the quality of their experience. Exploratory factor analysis was confirmed as an effective tool for identifying the factors that make up cognitive image of the hotel. Hotel commercial management should focus on strengthening the identified dimensions to improve its positioning and increase customer´s satisfaction.

RESUMEN Objetivo: Medir la imagen cognitiva del hotel Club Amigo Atlántico Guardalavaca en función de su aprovechamiento para la gestión comercial. Materiales y métodos: Se diseñó un cuestionario de respuesta cerrada con escala Likert de 5 puntos para medir la imagen cognitiva, percibida por los clientes del hotel Club Amigo Atlántico Guardalavaca, este se insertó en la plataforma online QuestionPro y el link fue compartido en la red social Facebook. Las respuestas al cuestionario fueron procesadas con el software estadístico, del inglés Statistical Package for Social Sciences, en español Paquete Estadístico para las Ciencias Sociales, lo que permitió realizar un análisis factorial exploratorio. Los resultados estadísticos se interpretaron en función de su aprovechamiento para la gestión comercial. Resultados: La imagen cognitiva percibida por los clientes del hotel se agrupa en tres factores: experiencia cultural y sostenibilidad, experiencia de servicio y calidad de vida, ambiente natural y entretenimiento. Estos hallazgos proporcionaron información valiosa para la gestión comercial del hotel al permitir identificar las áreas clave que influyen en la percepción del cliente. Conclusiones: El estudio demostró la importancia de la imagen cognitiva en la gestión comercial de los hoteles al estar directamente relacionada con la percepción del cliente sobre la calidad de su experiencia. Se confirmó el análisis factorial exploratorio como una herramienta eficaz para identificar los factores que componen la imagen cognitiva del hotel; para mejorar su posicionamiento y aumentar la satisfacción del cliente la gestión comercial del hotel debe centrarse en fortalecer las dimensiones identificadas.

Abstract In the context of gastronomic entrepreneurship in Guayaquil, the relevance of analyzing the digital promotion platforms used is highlighted. Digital marketing is based on the use of digital technologies and media to achieve marketing objectives, and in the gastronomic field, these strategies have gained great importance. This study focuses on examining the impact of various digital marketing tools on the competitiveness of the gastronomic industry. Restaurants in Guayaquil have incorporated different aspects of digital marketing to attract and influence customer decisions. Through a mixed research approach, the most relevant digital marketing platforms in this sector are identified. The findings reveal that social media, online branding, online advertisements, and subsequent service quality have a significant impact on the competitiveness of gastronomic ventures. The study provides practical implications for both professionals in the sector and for recognized gastronomic ventures in Guayaquil.

Resumen En el contexto del emprendimiento gastronómico en Guayaquil, se destaca la relevancia de analizar las plataformas de promociones digitales utilizadas. El marketing digital se basa en el empleo de tecnologías y medios digitales para alcanzar objetivos de marketing, y en el ámbito gastronómico, estas estrategias han cobrado una gran importancia. Este estudio se enfoca en examinar el impacto de diversas herramientas de marketing digital en la competitividad de la industria gastronómica. Los restaurantes en Guayaquil han incorporado distintos aspectos del marketing digital para atraer e influir en las decisiones de los clientes. A través de un enfoque de investigación mixto, se busca identificar las plataformas de marketing digital más relevantes en este sector. Los hallazgos revelan que las redes sociales, la marca en línea, los anuncios en línea y la calidad del servicio posterior tienen un impacto significativo en la competitividad de los emprendimientos gastronómicos. El estudio proporciona implicaciones prácticas tanto para profesionales del sector como para los emprendimientos de gastronomías reconocidos en Guayaquil.