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

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.

Resumo:A Universidade da Costa Rica (UCR) tem como um dos pilares fundamentais do seu trabalho a ação social e nela, a educação continuada. Pensando no anterior, a Escola de Engenharia Topográfica cria o projeto ED3550 Atividades de Formação e Atualização em Engenharia Topográfica. Este projeto representa a oportunidade de oferecer opções de formação e atualização sobre temas relevantes e inovadores para as populações interessadas, e assim estabelecer uma ligação com a sociedade no fortalecimento das suas competências e habilidades profissionais. Para promover atividades de formação continuada, foram implementadas estratégias de marketing digital baseadas em redes sociais, e-mails e dispositivos móveis, o que permitiu projeção nacional e internacional aos cursos e palestras que foram organizados, o que se manifestou numa ampla participação de profissionais. não só da engenharia topográfica, mas de carreiras afins como: engenharia civil, geografia, biologia, direito e engenharia ambiental, só para mencionar alguns exemplos. Apresentamos uma sistematização da experiência com base no método de cinco pontos proposto por Jara (2018), no qual uma análise quantitativa das conquistas alcançadas é realizada durante o período de 2020 a 2022. Em síntese, a conquista obtida ao longo de dois anos de implementação do projeto é creditada ao uso de meios digitais para promover as atividades do programa. Isso possibilitou uma exposição significativa a diversas comunidades, permitindo ao EIT estabelecer conexões sociais e fomentar a atualização profissional. Conclui-se então que o marketing digital contribui significativamente para o conhecimento da população alvo, o que nos permite oferecer soluções adequadas às suas necessidades formativas.

Resumen: La Universidad de Costa Rica (UCR) tiene como uno de los pilares fundamentales de su quehacer la acción social y dentro de esta la educación continua. Con sustento en lo anterior, es que la Escuela de Ingeniería Topográfica (EIT) crea el proyecto ED3550 Actividades de Capacitación y Actualización en Ingeniería Topográfica. Dicho proyecto representa la oportunidad de ofrecer opciones de capacitación y actualización en temas relevantes e innovadores a las poblaciones interesadas, y con ello establecer un vínculo con la sociedad en el fortalecimiento de sus habilidades y destrezas profesionales. Para la promoción de las actividades de educación continua, se han implementado estrategias de mercadeo digital basado en redes sociales, correo electrónico y dispositivos móviles, lo cual ha permitido darle proyección nacional e internacional a los cursos y charlas que se han organizado, lo que se ha manifestado en una amplia participación de profesionales no solo de ingeniería topográfica, sino de carreras afines, tales como ingeniería civil, geografía, biología, derecho e ingeniería ambiental, por mencionar algunos ejemplos. En este estudio, se presenta una sistematización de la experiencia basada en el método de los cinco puntos propuesto por Jara (2018), en la cual se realiza un análisis cuantitativo de los logros alcanzados durante el período de 2020 a 2022. En síntesis, el éxito que se ha logrado en dos años de ejecución del proyecto es atribuido al uso de medios digitales para la divulgación de las actividades programadas, lo que ha permitido tener una exposición importante ante poblaciones diversas y le ha posibilitado a la EIT establecer un vínculo social y el fomento de actualización profesional. Se concluye, entonces, que el mercadeo digital aporta significativamente en el conocimiento de la población meta, lo que permite ofrecer soluciones adecuadas a sus necesidades de formación

Abstract: One of the fundamental pillars of the University of Costa Rica (UCR) is social action, which includes continuing education. In this sense, the School of Topographic Engineering has created the project ED3550 Training and Updating Activities in Topographic Engineering. This project is an opportunity to provide training and updating in relevant and innovative topics to those interested, and to create a link with society to strengthen professional skills and abilities. The training activities are promoted through digital marketing on social networks, e-mail and mobile devices. This has given a national and international projection to the courses and lectures organized, resulting in a wide participation of professionals not only from topographic engineering, but also from other professions such as civil engineering, geography, biology, law and environmental engineering, among others. A systematization of the experience is presented, based on the five-point method proposed by Jara (2018), in which a quantitative analysis of the achievements during the period from 2020 to 2022 is carried out. In summary, the success achieved in two years of project implementation is attributed to the use of digital media for the dissemination of program activities, which has provided an important exposure to different populations and has allowed the EIT to establish a social link and promote professional updating. It is therefore concluded that digital marketing contributes significantly to the knowledge of the target population, which makes it possible to provide adequate solutions to their training needs.

Resumen Introducción/Objetivo: Las 4Fs del marketing digital -flujo, funcionalidad, feedback y fidelización-hacen la comunicación atractiva y efectiva en los recursos digitales. El objetivo de este trabajo es evaluar las 4Fs del marketing digital en una empresa hotelera del sector ecoturístico en México, validando un modelo de medición y analizando el posicionamiento de la marca y la relación vinculante entre estas variables. Metodología: Se llevó a cabo un estudio cuantitativo, no experimental, transversal, descriptivo y correlacional. Los participantes fueron 280 seguidores de la página de Facebook de la empresa. Se utilizó un cuestionario con 21 ítems, empleando análisis factorial confirmatorio con el método de máxima verosimilitud para determinar la validez de constructo y el coeficiente alfa de Cronbach para la fiabilidad. Resultados: El análisis de correlación de Pearson mostró una relación significativa alta entre las 4Fs del marketing digital y el posicionamiento de marca: flujo (0.808), funcionalidad (0.829), feedback (0.885) y fidelización (0.864). Todas las correlaciones son significativas al nivel 0.01 (bilateral). Conclusiones: Se corroboró que los esfuerzos de la empresa en sus sitios web para lograr que los clientes experimenten una interacción agradable y una búsqueda de información efectiva influyen significativamente en la creación de recuerdos y asociaciones con la marca.

Abstract Introduction/Objective: The 4Fs of digital marketing - flow, functionality, feedback, and loyalty - enhance effective and appealing communication across digital platforms. This study aims to evaluate the application of the 4Fs model in a Mexico-based ecotourism hotel, validating its measurement framework and analyzing the relationship between these variables and brand positioning. Methodology: A quantitative, non-experimental, cross-sectional, descriptive, and correlational approach was employed. The study surveyed 280 followers of the company's Facebook page, using a 21-item questionnaire. Confirmatory factor analysis with maximum likelihood estimation assessed construct validity, while Cronbach's alpha coefficient measured reliability. Results: Pearson correlation analysis revealed a strong, significant relationship between the 4Fs of digital marketing and brand positioning: flow (0.808), functionality (0.829), feedback (0.885), and loyalty (0.864). All correlations were statistically significant at the 0.01 level (two-tailed). Conclusions: The study affirmed that the company's efforts on its websites to foster pleasant user interaction and effective information retrieval significantly contribute to creating memorable brand associations.

ABSTRACT Addressing household energy efficiency is among the main challenges worldwide towards sustainable development. The residential sector is one of the main energy users globally and one of the most difficult to address. Barranquilla is the fourth most developed city in Colombia and has significant electricity consumption in households. However, currently, there are no campaigns promoting energy efficiency strategies to reduce household consumption. This study shows that most people in the city are aware of their electricity consumption, mainly because of the costs, which is also one main motivation to introduce energy efficiency strategies. A public campaign must prioritize social media and WEB communication channels. Moreover, energy efficiency strategies must focus on the use of air conditioners, refrigerators, and lighting systems. Moreover, since the cost of electricity and climate change are the main motivators for energy saving, the different measures proposed in a campaign should be associated with cost and carbon footprint savings.

RESUMEN Abordar la eficiencia energética de los hogares es uno de los principales retos a nivel global en la ruta hacia el desarrollo sostenible. El sector residencial es uno de los principales consumidores de energía a nivel mundial y uno de los más difíciles de abordar. Barranquilla es la cuarta ciudad más desarrollada de Colombia y tiene un consumo de electricidad residencial significativo. Sin embargo, actualmente no existen campañas que promuevan estrategias de eficiencia energética para reducir el consumo doméstico. Este estudio muestra que la mayoría de los habitantes de la ciudad son conscientes de su consumo de electricidad, principalmente debido a los costos económicos, lo que es también una motivación importante para introducir estrategias de eficiencia energética. Una campaña pública debe priorizar las redes sociales y a los canales de comunicación WEB. Además, las estrategias de eficiencia energética deben centrarse en el uso de aparatos de aire acondicionado, equipos de refrigeración doméstica y sistemas de iluminación. Además, dado que el costo de la electricidad y el cambio climático son las principales motivaciones para el ahorro energético, las diferentes medidas propuestas en una campaña deben estar asociadas al ahorro económico y a la reducción de la huella de carbono.

Abstract The synergy between the accommodations and the untouched beauty of UNESCO’s Global Geoparks ensures an unforgettable encounter, blending comfort with adventure and relaxation with exploration. Although hotels have been previously investigated, the asymmetric results across mountain hotel customer satisfaction in UNESCO’s Global Geoparks are yet to be studied. This study aims to understand the online discourse and the reasons that satisfy a mountain hotel customer in UNESCO Global Geoparks. 5.590 online reviews were collected from 20 four and five-star mountain hotels in the Estrela UNESCO Global Geopark. Data were analysed through sentiment analysis (SA), and statistical analysis was used to acknowledge which variables influence satisfaction. We undertook a qualitative approach to understand the reasons for the identified sentiment. Results suggest that the seasonality, nationality, and travel experience influence satisfaction, and pool/spa is identified as critical for mountain hotel customers’ satisfaction. The new knowledge expands the understanding of the mountain hotel experience and the customers’ satisfaction with this specific type of hotel.

Resumo A sinergia entre os alojamentos e a beleza dos Geoparques Mundiais da UNESCO assegura um encontro inesquecível, combinando conforto com aventura e relaxamento com atividades de exploração. Os resultados assimétricos da satisfação dos clientes de hotéis de montanha nos Geoparques Mundiais da UNESCO ainda não foram estudados. Este estudo visa compreender o discurso online e as razões que satisfazem um cliente de hotel de montanha nos Geoparques Mundiais da UNESCO. Foram recolhidas 5.590 avaliações online de 20 hotéis de montanha de quatro e cinco estrelas na região do Estrela Geoparque Mundial da UNESCO. Os dados foram analisados através da análise de sentimento (SA), e a análise estatística foi utilizada para identificar quais são as variáveis que influenciam a satisfação. Foi adotada ainda uma abordagem qualitativa para compreender as razões do sentimento identificado. Os resultados sugerem que a sazonalidade, a nacionalidade e a experiência de viagem influenciam a satisfação, e a piscina/spa é identificada como fundamental para a satisfação. dos clientes de hotéis de montanha. O novo conhecimento amplia a compreensão da experiência em hotéis de montanha e a satisfação dos clientes com este tipo específico de hotel.

Abstract In social networks, the image dominates the way of perceiving our reality, being able to condition us when making decisions. Visual communication is a trendy marketing tool. Companies are aware of the impact that visual elements produce on the consumer, who manage to connect emotionally with the viewer instantly. How can you take advantage of this moment? Carrying out a constant production with visual and audiovisual content that complements the informative text, interacting with social media and willing to invest in advertising, by hiring influencers and celebrities.

Resumen En las redes sociales, la imagen domina la manera de percibir nuestra realidad consiguiendo condicionarnos a la hora de tomar decisiones. La comunicación visual es una herramienta de marketing de moda. Las empresas son conscientes del impacto que produce en el consumidor los elementos visuales, quiénes logran conectar emocionalmente con el espectador al instante. ¿Cómo se puede aprovechar este momento? Llevando a cabo una producción constante con contenido visual y audiovisual que complemente el texto informativo, interactuando con los medios sociales y dispuesto a invertir en publicidad, mediante la contratación de influencers y celebrities.

Resumo Nas redes sociais, a imagem domina a forma de perceber nossa realidade, podendo nos condicionar na tomada de decisões. A comunicação visual é uma ferramenta de marketing da moda. As empresas estão atentas ao impacto que os elementos visuais produzem no consumidor, que consegue se conectar emocionalmente com o espectador instantaneamente. Como você pode aproveitar esse momento? Realizando uma produção constante com conteúdo visual e audiovisual que complementa o texto informativo, interagindo com as redes sociais e com vontade de investir em publicidade, por meio da contratação de influenciadores e celebridades.

Traditionally, agricultural information is disseminated through industrial media such as newspapers, television, and radio. People, including farmers, are using social media platforms like Facebook, Twitter, YouTube, and blogs to spread personal or agricultural information. This paper highlights the benefits of social media to farmers as follows: coverage of large geographical boundaries in a short time, reducing farmers' social isolation, increasing networking platforms, mobilising farmers, keeping farmers updated and marketing agricultural goods with ease. Literature acquired from Google Scholar, Scopus, Science Direct and the University of Limpopo e-library search engines provided sources of information for the paper. This paper discusses the benefits of social media, defines the concept of social media, and lists different social media platforms available to farmers. It concludes that social media can enhance farmers' capabilities and interaction with extension officers. The paper recommends that agricultural news and communication be spread using social media platforms popular in the farming communities, that there be development of information centres where farmers can access social media and get assistance while accessing such information and that they receive proper training on the use of social media platforms. Extension officers must be equipped with skills to package relevant information to disseminate to the farmers.

Abstract Purpose The study aims to investigate the most popular content discussed by social media influencers on YouTube and its associated valence, to delineate the content categories favored by top Brazilian influencers, and to assess their impact on consumer digital engagement. Theoretical framework This study draws upon influencer marketing, social media influencer (SMI) literature, and digital engagement. Design/methodology/approach A data mining approach was used. The methodology includes the collection of video post characteristics, engagement metrics, and audio transcriptions from 34,563 videos on 103 YouTube channels. After textual preprocessing, a topic modeling stage is performed using the Latent Dirichlet Allocation (LDA) algorithm and sentiment analysis. Findings The study identified 19 critical dimensions of video content on YouTube. The top 3 content categories with the highest user digital engagement are: Family, Entertainment/General, and Culture & Entertainment. The sentiment analysis shows that content about Beauty, Gastronomy, and Economics, Entrepreneurship & Business have the highest proportional positive valence. Politics, Economy & News, Entertainment/General, and Gaming have high percentages of negative valence. Practical & social implications of research The results provide a deep understanding of YouTube’s popular content and digital engagement rates. This is essential for companies and SMIs looking to maximize their reach, resonate with their target audience, and stay competitive in the dynamic digital landscape. It allows for more effective communication, content creation, and strategic decision-making. Originality/value Understanding the content on YouTube can provide valuable insights for businesses, marketers, and content creators to optimize their communication strategies. valence marketing SMI (SMI literature Designmethodologyapproach Design used characteristics metrics 34563 34 563 34,56 10 channels preprocessing LDA (LDA 1 are Family EntertainmentGeneral Entertainment General Entertainment/General Beauty Gastronomy Economics Politics News YouTubes s rates reach audience landscape creation decisionmaking. decisionmaking decision making. making decision-making Originalityvalue Originality value businesses marketers strategies 3456 56 34,5 345 5 34,

Abstract The consumption and sharing of information on social media contribute to the circulation of false health content. In this sense, popular belief-driven posts recommending the use of amber necklaces to prevent symptoms of teething can be easily found on social media, even when they offer health risks for children. Accordingly, this study aimed to characterize posts in Portuguese by identifying message-based factors associated with higher user interactions of Facebook. A total of 500 Facebook posts published in Portuguese between August 2016 and August 2021 were retrieved by CrowdTangle, and analyzed quantitatively according to time of publication, total user interaction, and post overperforming score, and then qualitatively by two independent investigators, according to motivation, authors’ profiles, and sentiment. The data were evaluated by descriptive analysis, Mann-Whitney U test, chi-square test, and multiple logistic regression models regarding interaction metrics. The posts were published predominantly by commercial profiles, with social, psychological, and financial motivations, and expressed positive sentiment. Furthermore, time of publication (OR=2.65), regular user profiles (OR=3.30), and neutral/negative sentiment (OR=2.76) were associated positively with total interactions, whereas only time of publication was associated with post overperforming scores (OR=1.65). In conclusion, Facebook posts promoting efficacy of amber necklaces in managing teething symptoms are primarily created by commercial profiles with vested interests in marketing the product. The key factors that contribute to the success of posts containing false information about amber necklaces on Facebook can be identified by considering the author’s profile, sentiment, and time of publication. content sense beliefdriven belief driven children Accordingly messagebased message based 50 201 202 CrowdTangle score investigators motivation authors analysis MannWhitney Mann Whitney test chisquare chi square metrics psychological motivations Furthermore OR=2.65, OR265 OR OR=2.65 , 2 65 (OR=2.65) OR=3.30, OR330 OR=3.30 3 30 (OR=3.30) neutralnegative neutral negative OR=2.76 OR276 76 (OR=2.76 OR=1.65. OR165 OR=1.65 . 1 (OR=1.65) conclusion product author s profile 5 20 OR26 OR=2.6 6 (OR=2.65 OR33 OR=3.3 (OR=3.30 OR=2.7 OR27 7 (OR=2.7 OR16 OR=1.6 (OR=1.65 OR2 OR=2. (OR=2.6 OR3 OR=3. (OR=3.3 (OR=2. OR1 OR=1. (OR=1.6 OR=2 OR=3 (OR=3. (OR=2 OR=1 (OR=1. OR= (OR=3 (OR= (OR=1 (OR

PURPOSE: This study investigates the effects of social influencer characteristics (i.e., opinion leadership and parasocial interaction) on forming follower brand trust and identification DESIGN/METHODOLOGY/APPROACH: This study included 286 Korean consumers (144 males and 142 females) with social media experience. We tested the hypotheses using structural equation modelling, multiple regression, bootstrapping and multigroup model analysis within the fast moving consumer goods (FMCG) sector, with a particular focus on an orange juice brand. FINDINGS/RESULTS: Opinion leadership and parasocial interaction (i.e., the one-sided, quasi-social relationship between individuals and social influencers through media consumption) were positively related to follower brand trust and brand identification, and brand trust had a positive relationship with brand identification. The mediating effect of brand trust in the positive relationships between social influencer characteristics and brand identification was significant. We also found that opinion leadership was positively related to brand identification in the male group, while parasocial interaction had a positive relationship to brand identification in the female group. PRACTICAL IMPLICATIONS: Organisations need to be aware that opinion leadership and parasocial interaction are vital for understanding the effectiveness of social influencer marketing. In addition, they need to take a close look at social influencer characteristics as they affect brand performance by target group. ORIGINALITY/VALUE: Our results suggest that brand trust is essential in explaining how social influencer characteristics relate to brand identification. This study is the first to analyse gender-based variations in brand identification formed by opinion leadership and parasocial interaction highlighting the roles of social influencer characteristics in marketing.

ABSTRACT The article examines the importance of electronic marketing for Paraguayan SMEs, the challenges they face, the successful strategies, and the recommendations provided by 50 business leaders. A qualitative methodology was used, which included interviews with business leaders in Paraguay. The findings revealed that e-marketing is critical to the success and survival of SMEs in today's business environment. In addition, key challenges were identified, such as a lack of knowledge and experience in digital marketing, the allocation of limited financial resources, and a lack of trained personnel. Successful strategies included search engine optimization, social media management, content marketing, and email. It is concluded that this information provides a solid foundation for Paraguayan SMEs to adopt effective electronic marketing strategies and adapt to the characteristics of the Paraguayan market.

RESUMEN El artículo examina la importancia de la mercadotecnia electrónica para las PYMES paraguayas, los desafíos que enfrentan, las estrategias exitosas y las recomendaciones proporcionadas por los 50 líderes empresariales. Se empleó una metodología cualitativa, que incluyó entrevistas a líderes empresariales en Paraguay. Los hallazgos revelaron que la mercadotecnia electrónica es fundamental para el éxito y la supervivencia de las PYMES en el entorno empresarial actual. Además, se identificaron desafíos clave, como la falta de conocimiento y experiencia en marketing digital, la asignación de recursos financieros limitados y la falta de personal capacitado. Las estrategias exitosas incluyeron la optimización de motores de búsqueda, la gestión de redes sociales, el marketing de contenidos y el correo electrónico. Se concluye que con esta información proporciona una base sólida para que las PYMES paraguayas adopten estrategias de mercadotecnia electrónica efectivas y se adapten a las características del mercado paraguayo.

Abstract: The use of imagem strategies in medical socieal networks is increasingly widespread, meeting the ethical limit established by the CEM. Knowing this, the present study sought to understand the problem of patient exposure in medical social networks. For this, a literature review was carried out from the Scientific Electronic Library Online (Scielo), Pubmed, UpToDate, LILACS databases, articles in English, Spanish and Portuguese published from 2018 onwards were included. Thus, a tendency was noticed in some cities to create laws to regulate this exposure, given that the use of images has become routine in medical advertising, as a way to demonstrate results. However, this practice is greatly accompanied by ethical failures as recommended by the CFM.

Resumen: El uso de estrategias de imagen en las redes sociales médicas está cada vez más extendido, cumpliendo el límite ético establecido por el CEM. Sabiendo esto, el presente estudio buscó comprender el problema de la exposición de los pacientes en las redes sociales médicas. Para ello, se realizó una revisión bibliográfica a partir de las bases Scientific Electronic Library Online (Scielo), PubMED, UpToDate, LILACS, incluyendo artículos en inglés, español y portugués publicados a partir de 2018. Así, se percibió en algunas ciudades la tendencia a crear leyes para regular esta exposición, dado que el uso de imágenes se ha vuelto rutinario en la publicidad médica, como una forma de demostrar resultados. Sin embargo, esta práctica está muy acompañada de faltas éticas como recomienda el CFM.

Resumo: A utilização das estratégias de imagem nas redes sociais médicas está cada vez mais disseminada, encontrando-se no limite ético estabelecido pelo CEM. Sabendo disso, o presente estudo buscou entender a problemática da exposição do paciente nas redes sociais médicas. Para isso, foi feita uma revisão da literatura a partir das bases Scientific Eletronic Library Online (Scielo), PubMED, UpToDate, LILACS, foram incluídos artigos em inglês, espanhol e português publicados a partir de 2018. Assim, percebeu-se em algumas cidades a tendência de criar leis para regular essa exposição, haja vista que a utilização de imagens tornou-se rotineira na propaganda médica, como forma demonstrar resultados. Todavia, tal prática vem acompanhada grandemente de falhas éticas segundo o preconizado pelo CFM.

RESUMO A capacidade de obter insights de mercado é uma necessidade estratégica para que as empresas se mantenham competitivas. Apesar disso e do enorme volume de dados gerados pelos consumidores a cada segundo, as empresas raramente têm a cultura de tomar decisões de marketing com base em dados e, quando o fazem, raramente usam os dados do consumidor amplamente disponíveis online, especialmente nas redes sociais. Uma razão é que esses dados (por exemplo, textos) tendem a ser “sujos”, desorganizados e volumosos, os chamados dados não estruturados. Apesar da complexidade envolvida na extração de valor informativo desses dados, as empresas podem obter insights que podem melhorar a tomada de decisões e resultar em maior desempenho competitivo. O objetivo deste artigo é discutir os benefícios de novos tipos de dados que se tornaram mais abundantes e acessíveis na Web 3.0, através das populares redes sociais, bem como novos métodos de análise, particularmente métodos de aprendizagem. Para isso, foi realizada uma extensa revisão da literatura e uma modelagem de tópicos para obter uma visão geral dos dados e métodos. No final, o artigo sugere seis desafios principais de marketing com os quais a análise de dados não estruturados pode contribuir, melhorando a competitividade das empresas. competitivas segundo fazem online sociais por exemplo textos sujos, sujos , “sujos” volumosos competitivo 30 3 0 3.0 aprendizagem isso final contribuir “sujos 3.

ABSTRACT The capacity to obtain market insights is a strategic need for companies to remain competitive. Despite this and the massive volume of data generated by consumers every second, companies rarely have the culture of making marketing decisions based on data and, when they do, rarely use consumer data widely available online, especially on social networks. One reason is that these data (e.g. texts) tend to be “dirty”, disorganized and bulky, a so-called unstructured data. The purpose of this article is to discuss the benefits of new types of data that have become more abundant and accessible in Web 3.0 through popular social networks, as well as new methods of analysis, particularly learning methods for prediction. For this, an extensive literature review was carried out and a topic modeling was conducted to get an overview of the data and methods. At the end, the article suggests six main marketing challenges that unstructured data analytics can contribute to overcome, improving companies’ competitiveness. competitive second do online networks e.g. eg e g (e.g texts dirty, dirty , “dirty” bulky socalled so called 30 3 0 3. analysis prediction end overcome competitiveness e.g “dirty

RESUMEN La capacidad de obtener información sobre el mercado es una necesidad estratégica para que las empresas sigan siendo competitivas. A pesar de esto y del enorme volumen de datos que generan los consumidores cada segundo, las empresas rara vez tienen la cultura de tomar decisiones de marketing basadas en datos y, cuando lo hacen, rara vez utilizan datos de consumidores ampliamente disponibles en línea, especialmente en las redes sociales. Una razón es que estos datos (por ejemplo, textos) tienden a ser "sucios", desorganizados y voluminosos, los llamados datos no estructurados. A pesar de la complejidad que implica extraer valor informativo de estos datos, las empresas pueden obtener conocimientos que pueden mejorar la toma de decisiones y dar como resultado un mayor rendimiento competitivo. El propósito de este artículo es discutir los beneficios de los nuevos tipos de datos que se han vuelto más abundantes y accesibles en la Web 3.0, a través de redes sociales populares, así como los nuevos métodos de análisis, particularmente los métodos de aprendizaje. Para ello, se llevó a cabo una extensa revisión de la literatura y se realizó un modelado de temas para obtener una visión general de los datos y métodos. Al final, el artículo sugiere seis desafíos principales de marketing a los que puede contribuir el análisis de datos no estructurados, mejorando la competitividad de las empresas. competitivas segundo hacen línea por ejemplo textos sucios, sucios , "sucios" voluminosos estructurados competitivo 30 3 0 3.0 populares aprendizaje ello final "sucios 3.

Resumen El objetivo de la investigación es examinar y evaluar la literatura existente sobre el eWOM (electronic Word Of Mouth o voz a voz electrónico) por medio de un análisis bibliométrico, que incluye importantes herramientas de mapeo científico. Para esto, se llevó a cabo una búsqueda bibliográfica en la base de datos Scopus, la cual arrojó 841 publicaciones que fueron estudiadas mediante tres tipos de indicadores: cantidad, calidad y estructurales. Asimismo, para lograr una mejor visualización de los datos, se utilizó el programa VOSviewer, que permitió generar redes bibliométricas de acoplamiento bibliográfico y de coocurrencia de términos, con los cuales se identificaron las principales áreas de investigación. De este modo, se logró evidenciar que los estudios en eWOM han tenido un crecimiento progresivo en los últimos cinco años; su producción es liderada por países desarrollados como Estados Unidos, Taiwán y España, con poca representatividad de las naciones latinoamericanas. A partir de un análisis cualitativo de la literatura más reciente, se definieron las futuras líneas de investigación para el desarrollo de estudios complementarios.

Abstract The aim of the research was to analyze and evaluate the existing literature on eWOM by means of a bibliometric analysis, which included important scientific mapping tools. Thus, a bibliographic search was carried out in the Scopus database, which yielded 841 publications, which were analyzed on the basis of three types of indicators: quantity, quality and structural. Likewise, to achieve a better visualization of the information, VOSviewer software was used to generate bibliometric networks of bibliographic coupling and co-occurrence of terms, with which the main areas of research were identified. Based on the above, it became evident that the studies in eWOM have had a progressive growth in the last 5 years, which have been led by developed countries such as the United States, Taiwan and Spain; however, there is little representation of Latin American countries. Finally, based on a qualitative analysis of the most recent literature, future lines of research for the development of complementary studies were identified.