ABSTRACT: This article analyzes the skills and strategies used for brand positioning in the TikTok platform during the second round of elections in Ecuador, in the year 2023. The objective is to determine how the brand positioning strategies of the presidential candidates have an impact on the social network TikTok. The main identified strategies used by the candidates were to position their personal image, innovate in campaign jingles and music, the use of the political message and discourse, collaborations with national politicians and influencers, as well as collaboration with national product brands. Finally, the analysis of interactions and metrics in TikTok revealed that effective brand positioning in social networks depends on the ability of candidates to adapt to the style and language of the platform. In this context, Noboa and Gonzalez stood out for their ability to transform political messages into attractive content in line with the public's expectations.

RESUMEN: El presente artículo analiza las habilidades y las estrategias utilizadas para el posicionamiento de marca en la plataforma TikTok durante la segunda vuelta electoral en Ecuador, en el año 2023. El objetivo es determinar cómo inciden las estrategias de posicionamiento de la marca de los candidatos presidenciales en la red social TikTok. Las principales estrategias identificadas que utilizaron los candidatos fueron posicionar su imagen personal, innovar en jingles y músicas de campaña, el uso del mensaje y discurso político, colaboraciones con políticos e influencers nacionales, al igual que la colaboración con marcas de productos nacionales. Finalmente, el análisis de las interacciones y métricas en TikTok reveló que el posicionamiento de marca efectivo en redes sociales depende de la capacidad de los candidatos para adaptarse al estilo y lenguaje propio de la plataforma. En este contexto, Noboa y González destacaron por su habilidad para transformar los mensajes políticos en contenidos atractivos y en línea con las expectativas del público.

ABSTRACT The aims is to analyze the performance of the National Health Council (NHC) in the National Policy on Pharmaceutical Assistance, from 2004 to 2024. This is a qualitative, documentary study. Data collection was carried out on the website of the NHC. The data were analyzed through content analysis. A total of 29 documents (resolutions, recommendations and motions) that expressed political facts and were related to the strategic axes of this policy were selected for analysis. In the political facts analyzed, there was a predominance of actions related to access to medicines and pharmaceutical services and to the sanitary regulation of medicines and health establishments. The performance of the NHC produced important political facts, especially in relation to judicialization for access to medicines, drug patents, the Popular Pharmacy Program of Brazil, and drug shortages. The performance in the debate on pharmacy as a health establishment, marketing of over-the-counter medicines, in the debate on anorectics and drug advertising was relevant. In pandemic context, the defense of the rational use of medicines was emphasized. These results show that the NHC played an important role in the implementation of pharmaceutical policies, in particular the National Policy on Pharmaceutical Assistance.

RESUMO O estudo tem como objetivo analisar a atuação do Conselho Nacional de Saúde (CNS) na Política Nacional de Assistência Farmacêutica, de 2004 a 2023. Trata-se de um estudo qualitativo, do tipo documental. A coleta de dados foi realizada no site do CNS. Os dados foram analisados por meio de análise de conteúdo. Foram selecionados para análise 29 documentos (resoluções, recomendações e moções) que expressaram fatos políticos e estavam relacionados aos eixos estratégicos dessa política. Nos fatos políticos analisados, predominaram ações relativas ao eixo relacionado ao acesso a medicamentos e serviços de assistência farmacêutica e à regulação sanitária dos medicamentos e estabelecimentos de saúde. A atuação do CNS produziu fatos políticos importantes, especialmente com relação à judicialização para acesso aos medicamentos, patentes de medicamentos, Programa Farmácia Popular do Brasil, desabastecimento de medicamentos. Também foi relevante a atuação no debate sobre farmácia como estabelecimento de saúde; comercialização dos medicamentos isentos de prescrição; no debate sobre os anorexígenos e publicidade de medicamentos. No contexto da pandemia, ressalta-se a defesa do uso racional de medicamentos. Tais resultados evidenciam que o CNS desempenhou um papel importante frente à implementação das políticas farmacêuticas, em particular, da Política Nacional de Assistência Farmacêutica.

RESUMO O estudo tem como objetivo analisar a atuação do Conselho Nacional de Saúde (CNS) na Política Nacional de Assistência Farmacêutica, de 2004 a 2023. Trata-se de um estudo qualitativo, do tipo documental. A coleta de dados foi realizada no site do CNS. Os dados foram analisados por meio de análise de conteúdo. Foram selecionados para análise 29 documentos (resoluções, recomendações e moções) que expressaram fatos políticos e estavam relacionados aos eixos estratégicos dessa política. Nos fatos políticos analisados, predominaram ações relativas ao eixo relacionado ao acesso a medicamentos e serviços de assistência farmacêutica e à regulação sanitária dos medicamentos e estabelecimentos de saúde. A atuação do CNS produziu fatos políticos importantes, especialmente com relação à judicialização para acesso aos medicamentos, patentes de medicamentos, Programa Farmácia Popular do Brasil, desabastecimento de medicamentos. Também foi relevante a atuação no debate sobre farmácia como estabelecimento de saúde; comercialização dos medicamentos isentos de prescrição; no debate sobre os anorexígenos e publicidade de medicamentos. No contexto da pandemia, ressalta-se a defesa do uso racional de medicamentos. Tais resultados evidenciam que o CNS desempenhou um papel importante frente à implementação das políticas farmacêuticas, em particular, da Política Nacional de Assistência Farmacêutica.

ABSTRACT The aims is to analyze the performance of the National Health Council (NHC) in the National Policy on Pharmaceutical Assistance, from 2004 to 2024. This is a qualitative, documentary study. Data collection was carried out on the website of the NHC. The data were analyzed through content analysis. A total of 29 documents (resolutions, recommendations and motions) that expressed political facts and were related to the strategic axes of this policy were selected for analysis. In the political facts analyzed, there was a predominance of actions related to access to medicines and pharmaceutical services and to the sanitary regulation of medicines and health establishments. The performance of the NHC produced important political facts, especially in relation to judicialization for access to medicines, drug patents, the Popular Pharmacy Program of Brazil, and drug shortages. The performance in the debate on pharmacy as a health establishment, marketing of over-the-counter medicines, in the debate on anorectics and drug advertising was relevant. In pandemic context, the defense of the rational use of medicines was emphasized. These results show that the NHC played an important role in the implementation of pharmaceutical policies, in particular the National Policy on Pharmaceutical Assistance.

Abstract Social networks consist of a group of individuals connected by family, work, or other interests and facilitated by an online structure or platform. They are also a relatively recent and widely used marketing phenomenon that is constantly evolving. The healthcare field includes professions such as social work, biology, biomedicine, physical education, nursing, pharmacy, physiotherapy, speech therapy, medicine, veterinary medicine, nutrition, dentistry, psychology, and occupational therapy. The present study aimed to analyze the influence of social networks in the process of finding and selecting healthcare professionals. The methodology was a survey using a structured questionnaire created on Google Forms. Descriptive research was carried out with non-probabilistic convenience and snowball sampling, followed by quantitative data analysis. A total of 268 participants who signed the informed consent were included in the study. The findings revealed that the most common way to find healthcare professionals is through recommendations from friends/relatives and other professionals, followed by the use of social networks. The majority of participants used social networks to search for healthcare professionals, with Instagram being the most widely used platform. Sponsored advertisements can be an effective way to reach potential new patients. The most valued characteristics in healthcare content creators were reliability, expertise, and the ability to convey messages, with health-related explanations in an easily understandable manner being the preferred type of content. Therefore, this study revealed that social networks can influence the search for and selection of healthcare professionals.

RESUMEN El desarrollo del análisis se centra en identificar un conjunto de prácticas efectivas que contribuyan a mejorar la sostenibilidad en la cadena de suministro de cafés especiales. Metodológicamente, el análisis se fundamenta en un ejercicio de análisis de contenido temático en un corpus evaluado a través de un indicador construido que permite medir el impacto estructural de artículos científicos en la base de datos de Web of Science. Como resultado, se identificaron tres categorías de análisis para las prácticas que incluyen múltiples dimensiones de análisis: Tecnología y procesos de producción sostenible; Impacto ambiental y calidad del café; y, Comportamiento del consumidor y valor agregado. A partir de estos hallazgos, se contribuye a responder cómo se pueden mejorar las prácticas de producción, comercialización y consumo de cafés especiales para lograr una mayor sostenibilidad en la cadena de suministro en el mercado internacional. CLASIFICACIÓN JEL: DI2,Q01,Q13,Q57

ABSTRACT The development of the analysis focuses on identifying a set of effective practices that contribute to improving sustainability in the special coffee supply chain. Methodologically the analysis is based on a thematic content analysis exercise in a corpus evaluated through a constructed indicator that allows measuring the structural impact of scientific articles in the Web of Science database. As a result, three categories of analysis were identified for the practices, which include multiple dimensions of analysis: Technology and sustainable production processes; Environmental impact and coffee quality; and Consumer behavior and added value. From these findings, it contributes to answering how production, marketing, and consumption practices of special coffees can be improved to achieve greater sustainability in the international market supply chain. JEL CLASSIFICATION: D12,Q01,Q13,Q57

RESUMO O desenvolvimento da análise se concentra na identificação de um conjunto de práticas eficazes que contribuem para melhorar a sustentabilidade na cadeia de suprimentos de cafés especiais. Metodologicamente, a análise baseia-se em um exercício de análise de conteúdo temático em um corpus avaliado por meio de um indicador construído para medir o impacto estrutural de artigos científicos na base de dados Web of Science. Como resultado, foram identificadas três categorias de análise para as práticas que incluem várias dimensões de análise: Tecnologia e processos de produção sustentáveis; Impacto ambiental e qualidade do café; e Comportamento do consumidor e valor agregado. Com base nessas descobertas, o estudo contribui para responder como as práticas de produção, marketing e consumo de cafés especiais podem ser aprimoradas para alcançar maior sustentabilidade na cadeia de suprimentos no mercado internacional. CLASSIFICAÇÃO JEL: D12,Q01,Q13,Q57

Resumen La elección de una carrera universitaria en México es una decisión importante sobre todo si al concluir los estudios de bachillerato se desea ingresar a una Institución de Educación Superior. En efecto, las universidades privadas han asumido la responsabilidad de ser competitivas al ofrecer una formación profesional que permita una inserción laboral efectiva. Es por ello que, el presente estudio se realizó en la Ciudad de Puebla México, ya que es una de las entidades con un mayor número de universidades. Se realizó una investigación de tipo cualitativa, sustentada bajo una metodología exploratoria, el análisis de contenido y posicionamiento digital incluyendo una búsqueda en diferentes bases de datos académicas tales como Scopus, Ebsco, Web of Science, entre otros. Entre los resultados se destaca que existen actividades que favorecen el posicionamiento de marca en universidades privadas de Puebla a través del marketing educativo; asimismo, se encontró que las acciones que tienen las diferentes instituciones de educación superior de carácter privado en son numerosas y buscan captar la atención de los aspirantes y, finalmente, se determinó cuáles de esas acciones representaron resultados favorables en cuestión de mejoramiento de la percepción y alcance la mejora en la inscripción del mismo en una institución.

Abstract Choosing a university degree in Mexico is an important decision, especially if, upon completing high school, you wish to enter a Higher Education Institution. Indeed, private universities have assumed the responsibility of being competitive by offering professional training that allows effective job placement. That is why the present study was carried out in the City of Puebla Mexico, since it is one of the entities with the largest number of universities. A qualitative research was carried out, supported by an exploratory methodology, content analysis and digital positioning, including a search in different academic databases such as Scopus, Ebsco, Web of Science, among others. Among the results, it stands out that there are activities that favor brand positioning in private universities in Puebla through educational marketing; likewise, it was found that the actions that the different private higher education institutions have are numerous and seek to capture the attention of applicants and, finally, it was determined which of these actions represented favorable results in terms of improving perception and achieve improvement in their enrollment in an institution.

Abstract Marketing strategies aim to increase consumption or brand visibility of a desired product or service. In the last decade, various unorthodox tactics have gained prominence, notably the use of scandal. This article seeks to demonstrate the existence of a tendency to scandal as a marketing strategy developed by the Zara brand during the decade from 2014 to 2023; and demonstrate that it is correlated with increased sales. Using a mixed methodology, a case study is carried out based on content analysis by designing a database on ten Zara launches, at the rate of one product per year in the last decade. These launches stood out for their countercultural advertising aimed at certain consumer segments. Furthermore, the multivariate correlation between sales and scandal factors was calculated. The results show the trend towards the brand’s annual scandal through tables and data triangulation, supported by graphs that represent the level of annual sales, the volume of followers on social networks, news of scandals and geographical distribution. The study concludes that the Zara brand used controlled scandal as a marketing strategy in the last decade. This tactic is characteristic of the network society, which bases its decisions on recommendations or events rather than on traditional advertising, thus achieving a high effectiveness ratio.

Resumen Las estrategias de marketing tienen como objetivo elevar el consumo o la visibilidad de marca en un producto o servicio deseado. En la última década, diversas tácticas heterodoxas han ganado protagonismo, destacándose entre ellas el uso del escándalo. Este artículo busca demostrar la existencia de una tendencia al escándalo como estrategia de marketing desarrollada por la marca Zara durante la década de 2014 a 2023; y demostrar que está correlacionado con el incremento de ventas. Mediante una metodología mixta, se realiza un estudio de caso basado en el análisis de contenido mediante el diseño de una base de datos sobre diez lanzamientos de Zara, a razón de un producto anual en la última década. Estos lanzamientos destacaron por su publicidad contracultural dirigida a ciertos segmentos de consumidores. Además, se calculó la correlación multivariable entre ventas y factores de escándalo. Los resultados muestran la tendencia al escándalo anual de la marca a través de tablas y triangulación de datos, apoyadas con gráficos que representan el nivel de ventas anuales, el volumen de seguidores en redes sociales, noticias de escándalos y distribución geográfica. El estudio concluye que la marca Zara utilizó el escándalo controlado como una estrategia de marketing en la última década. Esta táctica es característica de la sociedad en red, que basa sus decisiones en recomendaciones o eventos más que en la publicidad tradicional, logrando así un gran ratio de efectividad.

Abstract Chiara Ferragni is one of the most important fashion influencers in the world. A pioneer in the profession, with the creation of her blog The Blonde Salad, she has reached more than 29 million followers on her Instagram account. At the end of 2023, her image and reputation suffered a serious deterioration after the Pandoro gate scandal. This article analyses the evolution of its content creation routines before and after this crisis. The main objective is to analyse the evolution in the behaviour of the influencer, her followers and the brands with which she collaborated. The results show a significant transformation in her digital behaviour, characterized by a month of silence followed by a notable decrease in her publications. This trend continues after her separation and the agreement with her husband not to show the faces of their children. It is striking how the engagement of her Instagram account, despite the lack of content published by the influencer, increases. However, there has been a rise in critical and controversial comments. Despite the decrease in content, the activity of her community intensifies, suggesting that the interest of her followers is focused more on Ferragni’s personal and professional history than on her controlled posts.

Resumen Chiara Ferragni es una de las influencers de moda más importantes del mundo. Como pionera en la profesión, con la creación de su blog The Blonde Salad, ha llegado a alcanzar más de 29 millones de seguidores en su cuenta de Instagram. A finales de 2023 su imagen y su reputación sufrieron un grave deterioro tras el escándalo Pandoro Gate. Este artículo analiza la evolución de sus rutinas de creación de contenidos antes y después de esta crisis. El objetivo principal consiste en estudiar la evolución en el comportamiento de la influencer, sus seguidores y las marcas con las que colaboraba. En los resultados se aprecia una transformación significativa en su comportamiento digital, caracterizada por un mes de silencio seguido de una notable disminución en sus publicaciones. Esta tendencia continúa tras su separación y el acuerdo con su marido de no mostrar el rostro de sus hijos. Llama la atención cómo el engagement de su cuenta de Instagram, pese a la falta de contenidos publicados por la influencer, aumenta. No obstante, se observa un alza en comentarios críticos y polémicos. Pese a la disminución de contenidos, la actividad de su comunidad se intensifica, esto sugiere que el interés de los seguidores se centra más en la historia personal y profesional de Ferragni que en sus publicaciones controladas.

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 This study aimed to investigate the German hospitality industry to find out which resilient business strategies operational managers applied during the COVID-19 pandemic and which are considered viable for the future. Drawing on a multiple case study approach, semi-structured online expert interviews were conducted with twelve operational managers from certain sectors of the German hospitality industry. A manual qualitative content analysis was applied to analyse data and to identify resilient business strategies for the COVID-19 pandemic through an iterative coding process. The study results show that operational managers applied diverse resilient business strategies within six areas: grocery shopping, food processing and menu planning, work environment and workplace, guest and customer world, marketing and sales concepts and under prospective perspectives. The business strategies are resilient, as operational managers responded to the crisis in a situation- and organisation-specific manner and implemented transformative business activities. This study provides valuable insights for organisations, managers and practitioners in the different hospitality industry sectors by identifying resilient business strategies in times of crisis. It also highlights what business strategies are considered viable for the future, which could thus serve as a blueprint for the hospitality industry.

Resumo Este estudo visou investigar a indústria hoteleira alemã e as estratégias empresariais resilientes que os gestores operacionais aplicaram durante a pandemia e quais são consideradas viáveis para o futuro. Com base numa abordagem de estudo de casos múltiplos, foram realizadas entrevistas semi-estruturadas online a 12 gestores operacionais de sectores específicos da indústria hoteleira alemã. Foi aplicada uma análise de conteúdo qualitativa para analisar os dados e identificar estratégias empresariais resilientes através de um processo de codificação iterativo. Os resultados mostram que os gestores operacionais aplicaram estratégias empresariais resilientes em 6 áreas: compras, processamento de alimentos e planeamento de menus, ambiente e local de trabalho, hóspedes e clientes, conceitos de marketing e vendas e perspectivas prospectivas. As estratégias empresariais são resilientes, dado que os gestores operacionais responderam à crise de uma forma específica e implementaram actividades empresariais transformadoras. Este estudo fornece informações valiosas para organizações, gestores e profissionais da indústria hoteleira, identificando estratégias empresariais resilientes. Destaca também as estratégias empresariais consideradas viáveis para o futuro, que poderão servir de modelo para o sector da hotelaria e restauração.

A constructive learning experience for postgraduate students is important for higher educational institutions, particularly in emerging markets such as South Africa. The context of the student and supervisor relationship, operating in an intensive service delivery system, is also vitally important in this context, in order to secure a positive and successful learning outcome for the student. This study's aim is to evaluate postgraduate students' learning experience in an intensive higher educational service delivery system. It places the student at the center of a service design and relationship marketing approach, and highlights several areas of exploration. The study adopted a qualitative approach. Several online interviews were conducted with masters and doctoral students. The data was collected online and analysed using inductive content analysis. The main results indicate that, overall, the students' experience and emotions were positive, but that the lecturer, as internal stakeholder in the service system, should receive more support. The contributions of this study are in the practical implementation of an improved service design experience, and the elimination of possible service gaps, to secure customer loyalty and effective service delivery.

RESUMEN Las tiendas de barrio son reconocidas en el ámbito nacional como un canal de distribución tradicional, el cual se encarga de comercializar productos de la canasta familiar a muy bajos precios y con la oportunidad de ofrecer crédito a sus clientes, el cual es conocido como "fiado". La llegada de grandes superficies comerciales a la ciudad de Tunja ha generado en este nicho del mercado nuevas dinámicas en el manejo de sus finanzas personales. El objetivo de la investigación es analizar la gestión de las finanzas personales de los tenderos de la ciudad de Tunja. La investigación se enmarca en el paradigma cuantitativo descriptivo correlacional y se llevó a cabo con una muestra aleatoria de 200 tenderos. Se utilizó una encuesta focalizada en datos de gestión financiera y prácticas comerciales, la cual fue validada por expertos y evaluada mediante el estadístico Alfa de Cronbach para garantizar su confiabilidad. Los resultados indican escasa educación financiera, falta de registros formales y planificación a largo plazo entre los tenderos. Se subraya la importancia de promover la educación financiera para mejorar sus finanzas y respaldar políticas gubernamentales que favorezcan la inclusión financiera y brinden apoyo a los tenderos para fortalecer la economía local. CODIGO JEL D14, L81, A20, O021 CONTENIDO Introducción; 1. Revisión de literatura; 2. Metodología; 3. Resultados; Conclusiones; Referencias.

ABSTRACT Neighborhood stores are recognized nationally as a traditional distribution channel, which is responsible for marketing family basket products at very low prices and with the opportunity to offer credit to their customers, which is known as 'fiado'. The arrival of large commercial surfaces in the city of Tunja has generated new dynamics in the management of personal finances in this market niche. The objective of the research is to analyze the management of personal finances of the storekeepers in the city of Tunja. The research is framed in the descriptive correlational quantitative paradigm and was carried out with a random sample of 200 storekeepers. A survey focused on financial management data and commercial practices was used, which was validated by experts and evaluated using Cronbach's Alpha statistic to ensure its reliability. The results indicate a lack of financial education, absence of formal records, and long-term planning among the storekeepers. The importance of promoting financial education to improve their finances and support government policies that favor financial inclusion and provide support to the storekeepers to strengthen the local economy is emphasized. JEL CODES D14, L81, A20, O021 CONTENT Introduction; 1. Literature Review; 2. Methodology; 3. Results; Conclusions; References.

RESUMO As lojas de bairro são reconhecidas nacionalmente como um canal de distribuição tradicional, responsável por comercializar produtos da cesta familiar a preços muito baixos e com a oportunidade de oferecer crédito aos seus clientes, o que é conhecido como 'fiado'. A chegada de grandes superfícies comerciais na cidade de Tunja gerou novas dinâmicas no manejo das finanças pessoais neste nicho de mercado. O objetivo da pesquisa é analisar a gestão das finanças pessoais dos comerciantes da cidade de Tunja. A pesquisa é enquadrada no paradigma quantitativo descritivo correlacional e foi realizada com uma amostra aleatória de 200 comerciantes. Utilizou-se uma pesquisa focada em dados de gestão financeira e práticas comerciais, que foi validada por especialistas e avaliada através do estatístico Alfa de Cronbach para garantir sua confiabilidade. Os resultados indicam uma escassa educação financeira, falta de registros formais e planejamento a longo prazo entre os comerciantes. Enfatiza-se a importância de promover a educação financeira para melhorar suas finanças e apoiar políticas governamentais que favoreçam a inclusão financeira e ofereçam suporte aos comerciantes para fortalecer a economia local. CLASSIFICAÇÃO JEL D14, L81, A20, O021 CONTEÚDO Introdução; 1. Revisão da literatura; 2. Metodologia; 3. Resultados; Conclusões; Referências.

Abstract Digital marketing is one of the dimensions of the food environment that increasingly influences eating habits. It is one of the factors contributing to increased consumption of out-of-home foods, which has been associated with negative health outcomes. In this context, the objective of the study was to analyze the content of Instagram posts featuring retail food outlets that sell prepared foods in Montevideo, the capital city of Uruguay. A multi-step approach to analyze Instagram posts of food outlets selling prepared foods available on a meal delivery app. A total of 293 Instagram accounts were identified, which generated 5,454 posts between August 15th, 2020, and February 15th, 2021. The visual and textual content of the posts were analyzed using deductive-inductive coding. Results showed that the great majority (80%) of the outlets available in the meal ordering app had an Instagram account, most of which (68%) posted content in their feed in the 6-months period considered in the present work. The Instagram accounts promoted a diversity of dishes, foods, and beverages; most of which typically contain excessive amounts of sugars, fat, saturated fats, and/or sodium (burger, pizza, ice-cream, sandwiches and wraps, pastries, cakes and desserts). Instagram posts included several marketing techniques to increase persuasiveness, including price promotions, and cues to establish interactions with users. The visual and textual content of the posts promoted the food outlets by referring to a wide range of topics, which can be regarded as an attempt to maximize the persuasiveness of the post by triggering both systematic and heuristic information processing. These results show that marketing of food outlets selling prepared foods on Instagram is a relevant characteristic of the digital food environment that needs to be addressed as part of comprehensive marketing regulations.

Resumen El marketing digital es una de las dimensiones de los entornos alimentarios que influye de forma creciente en los hábitos alimentarios. Es uno de los factores que contribuyen al aumento del consumo de alimentos fuera del hogar, el cual se ha asociado a resultados negativos para la salud. En este contexto, el objetivo del estudio fue analizar el contenido de las publicaciones en Instagram de establecimientos minoristas que venden alimentos preparados en Montevideo, la capital de Uruguay. Se utilizó un enfoque de múltiples pasos para analizar las publicaciones de Instagram de los establecimientos de comida que venden comidas preparadas disponibles en una aplicación de pedidos de comidas. Se identificaron 293 cuentas de Instagram, que generaron 5.454 publicaciones entre el 15 de agosto de 2020 y el 15 de febrero de 2021. El contenido visual y textual de las publicaciones se analizó mediante codificación deductiva-inductiva. Los resultados mostraron que la gran mayoría (80%) de los establecimientos disponibles en la aplicación de pedidos de comida tenían una cuenta de Instagram, la mayoría de los cuales (68%) publicaron contenido en el periodo de 6 meses considerado en el presente trabajo. Las cuentas de Instagram promocionaron una gran variedad de platos, alimentos y bebidas, la mayoría de los cuales suelen contener una cantidad excesiva de azúcares, grasas, grasas saturadas y/o sodio (hamburguesas, pizzas, helados, sándwiches y wraps, bollería, pasteles y postres). Las publicaciones incluyeron varias técnicas de marketing para aumentar la capacidad de persuasión, tales como promociones de precios y pistas para establecer interacciones con los usuarios. El contenido visual y textual de las publicaciones promocionaba los establecimientos de comida haciendo referencia a una amplia gama de temas, lo que puede considerarse como un intento de maximizar la persuasión de las publicaciones mediante la activación de un procesamiento de la información tanto sistemático como heurístico. Estos resultados muestran que el marketing digital de establecimientos de comida que venden alimentos preparados es una característica relevante de los entornos alimentarios digitales que debe abordarse como parte de una normativa integral de regulación de publicidad.

Resumo A Reforma Agrária, uma consequência direta da Revolução de 25 de Abril de 1974, representou um fenómeno socioeconómico, político e cultural marcante, embora de curta duração. À medida que as Unidades Coletivas de Produção e as Cooperativas Agrícolas iam sendo extintas, muitos dos seus arquivos começaram a ser destruídos. Para preservar o que subsistia de um espólio tão extenso e rico de informação, foi criado, na década de 90 do século XX o Centro de Documentação e Arquivo da Reforma Agrária (CDARA), que tem recolhido e tratado a documentação proveniente das unidades de exploração agrícolas extintas, mas também de sindicatos, centros regionais e locais da reforma agrária e de cooperativas de consumo e de comercialização criadas na área de intervenção da Zona de Intervenção da Reforma Agrária (ZIRA). Com este trabalho, procuramos divulgar a existência do CDARA; elaborar uma breve análise do conteúdo dos seus fundos documentais; e sensibilizar os investigadores para as suas potencialidades no respeitante a um conhecimento imparcial e aprofundado do fenómeno da Reforma Agrária.

Abstract The Agrarian Reform, a direct consequence of the Revolution of 25 April 1974, represented a remarkable socio-economic, political and cultural phenomenon, albeit short-lived. As the Collective Production Units and Agricultural Cooperatives became extinct, many of their archives began to be destroyed. In order to preserve what remains of such an extensive and information-rich collection, the Centro de Documentação e Arquivo da Reforma Agrária (CDARA) was set up in the 1990s. It has collected and processed documentation from the extinct farming units, but also from unions, regional and local agrarian reform centres and consumer and marketing cooperatives set up in ZIRA's area of intervention. With this work we aim to publicise the existence of the CDARA; carry out a brief analysis of the content of its documentary collections; and make researchers aware of its potential for impartial and in-depth knowledge of the phenomenon of Agrarian Reform.

Abstract: This study analyzes the role of prosumers -users who are both consumers and producers- in the transmedia advertising narrative of the video game "League of Legends", one of the most popular worldwide. Using a qualitative approach with phenomenological design, we explored the experiences and perceptions of 15 active fan-gamers in their communities. The findings indicate that prosumers not only consume content, but also generate their own material and disseminate it on platforms, acting as key influencers in the expansion of the game's narrative. This phenomenon facilitates an ongoing dialogue in communities, promoting co-creation and dissemination of content without expecting direct compensation from developers. This study highlights the need for brands to recognize these contributions in their advertising and marketing strategies. We reveal how active prosumer integration can influence transmedia advertising, suggesting that future research further explore how these interactions affect brand perception and engagement.

Resumen: Este estudio analiza el rol de los prosumers —usuarios que son consumidores y productores— en la narrativa transmedia publicitaria del videojuego “League of Legends”, uno de los más populares mundialmente. Utilizando un enfoque cualitativo con diseño fenomenológico, exploramos las experiencias y percepciones de 15 fans-gamers activos en sus comunidades. Los hallazgos indican que los prosumers no sólo consumen contenido, sino que generan material propio y lo difunden en plataformas, actuando como influenciadores clave en la expansión de la narrativa del juego. Este fenómeno facilita un diálogo continuo en las comunidades, promoviendo la co-creación y la diseminación de contenido sin esperar compensación directa de los desarrolladores. Este estudio destaca la necesidad de que las marcas reconozcan estas contribuciones en sus estrategias publicitarias y de marketing. Revelamos cómo la integración activa de prosumers puede influir en la publicidad transmedia.