Abstract: The purpose of this research study is to describe the factors that influence consumers' purchasing decisions in live shopping broadcasts. The proposed research methodology is based on the qualitative paradigm with an interpretative approach. A semi-structured questionnaire is applied to interview 25 people who had participated in live shopping transmissions at least once. The results show eight families codes: (1) motivation, (2) participation, (3) trust, (4) influence of social networks, (5) time pressure, (6) customer satisfaction, (7) distrust and problems, and (8) quality of service. The aesthetic aspect of the seller and the endorsement of a celebrity have no valorization. In conclusion, the purchase decision variables of live shopping broadcasts do not differ significantly with respect to what has been found in previous literature.

Resumen: El propósito de esta investigación es describir los factores que influyen en la decisión de compra de los consumidores en transmisiones de compras en vivo. La metodología está fundamentada en el paradigma cualitativo con enfoque interpretativo. Se ocupa un cuestionario semi-estructurado para realizar entrevistas a 25 personas que han participado en las transmisiones de compra en vivo al menos una vez. El análisis de los datos se realiza mediante la teoría fundamentada de Glaser y Strauss. Los resultados muestran ocho familias de códigos: (1) motivación, (2) participación, (3) confianza, (4) influencia redes sociales, (5) presión por tiempo, (6) satisfacción del cliente, (7) desconfianza y problemas, y (8) calidad del servicio. El aspecto estético del vendedor y la determinación de una celebridad no son valorizables. En conclusión, las variables de decisión de compra de las transmisiones de compra en vivo, en general, no difieren respecto con lo encontrado en la literatura previa.

RESUMO O objetivo da pesquisa consiste na realização de um diagnóstico da transparência ativa dos Bancos de Desenvolvimento (BD) em atividade no Brasil, baseado no Guia de Transparência do Banco Nacional de Desenvolvimento Econômico e Social (BNDES). O protocolo de observação foi composto por 33 itens distribuídos entre oito pilares, sendo: Políticas e Diretrizes; Institucional; Finanças e Empregos; Informações do Portfólio; Dados dos Clientes; Dados das Operações; Impacto; e Participação Social. Os resultados evidenciam que os BD apresentam um processo de transparência ainda insuficiente e que a realidade encontrada nos portais institucionais é marcada pela ausência de informações importantes que tornariam claros os critérios utilizados para definir a alocação das verbas estatais. Muitos dos avanços ocorridos no contexto federal não foram incorporados nos BD subnacionais, sobretudo em função de uma complexa legislação que privilegia o sigilo nessas instituições. (BD Brasil BNDES. BNDES . (BNDES) 3 pilares sendo Diretrizes Institucional Empregos Portfólio Clientes Operações Impacto estatais subnacionais instituições (BNDES

ABSTRACT This research carried out a diagnosis of the active transparency of the development banks (DBs) in Brazil based on the Brazilian Development Bank (BNDES) Transparency Guide. The observation protocol consisted of 33 items distributed among 8 pillars, namely: Policies and guidelines; Institutional; Finance and jobs; Portfolio information; Customer data; Operations data; Impact; and Social Participation. The results show that the DBs present a process of transparency that is still insufficient and that the reality found in the institutional portals is marked by the absence of important information, which would clarify the criteria used to define the allocation of government funds. Many of the advances in the federal context were not incorporated into the subnational DBs, mainly due to complex legislation that favors secrecy in these institutions. (DBs BNDES (BNDES Guide 3 pillars namely guidelines Institutional jobs information data Impact Participation funds institutions

RESUMEN El objetivo de la investigación consiste en realizar un diagnóstico de la transparencia activa de los bancos de desarrollo (BD) en actividad en Brasil, basado en la Guía de Transparencia del Banco Nacional de Desenvolvimento Econômico e Social (BNDES). El protocolo de observación constó de 33 (treinta y tres) ítems distribuidos en 8 (ocho) pilares, a saber: Políticas y lineamientos; Institucional; Finanzas y empleos; Información de la cartera; Datos de los clientes; Datos de las operaciones; Impacto; y Participación social. Los resultados muestran que los BD presentan un proceso de transparencia aún insuficiente y que la realidad encontrada en los portales institucionales está marcada por la ausencia de información importante, que aclararía los criterios utilizados para definir la asignación de fondos estatales. Muchos de los avances que se dieron en el ámbito federal no fueron incorporados a los BD subnacionales, principalmente por una compleja legislación que favorece el secreto en estas instituciones. (BD Brasil BNDES. BNDES . (BNDES) 3 treinta tres ocho (ocho pilares saber lineamientos Institucional empleos cartera clientes operaciones Impacto social importante estatales subnacionales instituciones (BNDES

Abstract The increasing use of the web has led to the development of new forms of transactions in the retail sector through electronic means, strengthening online purchases. Therefore, customer participation through these systems has become a relevant trend. In such a way that it is transcendental to identify the determinants of the customer's online shopping experience. The objective of this research is to determine how do the benefits, information, and design of the website affect the online shopping experience of the client, using the PLS-SEM method. A total of 340 people with a minimum age of 18 years and their residence in the urban areas of the Mexican southeast participated in this research. The findings revealed that the online shopping experience is influenced by both satisfaction with the information displayed on the website and the design and visual appeal of the website. In turn, the benefits of the website influence to a large extent the satisfaction of the information displayed on the web.

Resumen El aumento en el uso de la web ha propiciado el desarrollo de nuevas formas de transacciones en el sector minorista, a través de medios electrónicos, con lo cual se ha fortalecido la compra en línea. Por tanto, la participación de los clientes a través de estos sistemas se ha convertido en una tendencia de relevancia. De manera que es transcendental identificar los determinantes de la experiencia de compra en línea. Así, el objetivo de esta investigación es analizar la manera cómo afectan los beneficios, la información y el diseño del sitio web en la experiencia de compra en línea del cliente. Para ello, se utilizó el método de PLS-SEM. En la investigación, participaron 340 personas, con un mínimo de edad de 18 años y residencia en las zonas urbanas del sureste mexicano. Los hallazgos revelaron que la experiencia de compra en línea se ve influenciada tanto por la satisfacción de la información desplegada en el sitio web como por su diseño y atractivo visual. A su vez, los beneficios del sitio web influyen en buena medida sobre la satisfacción de la información desplegada.

RESUMO Objetivo: O objetivo deste artigo é apresentar um modelo vinculando preditores da satisfação do cliente considerando as premissas da Service Domain-Logic e os antecedentes conveniência e qualidade do serviço, que foram identificados como aspectos relevantes na busca da satisfação dos clientes com serviços financeiros utilizados. Metodologia: Realizou-se um survey com uma amostra de seiscentos e oito respondentes. Para testar hipóteses de pesquisa na análise de dados, utilizou-se a modelagem de equações estruturais. Resultados: Os efeitos preditivos de conveniência, valor econômico e qualidade do serviço provaram ser significativos para a satisfação do cliente. A qualidade percebida do serviço foi identificada como um mediador da relação entre conveniência e satisfação do cliente. Implicações práticas: Os resultados têm implicações gerenciais, pois demonstram que melhorar o valor do serviço é um meio de aumentar a satisfação do cliente. Para garantir que o cliente considera a interação com o serviço bancário atraente e que oferece benefícios valiosos, o serviço bancário deve, portanto, permitir a participação do cliente para aumentar a percepção do valor econômico e, mais importante, facilitar a disseminação de informações. Limitações: A amostra pode ter causado alguns vieses nos resultados, pois foi selecionada por conveniência. Originalidade: Este estudo traz resultados que mostram que a participação do cliente impacta positivamente na percepção de valor econômico, mas não é a chave para a satisfação do cliente em serviços financeiros. Este resultado prova que os efeitos da participação do cliente são mais complexos do que outros mencionados anteriormente. Objetivo DomainLogic Domain Logic utilizados Metodologia Realizouse Realizou se respondentes dados utilizouse utilizou estruturais Resultados práticas gerenciais valiosos deve portanto importante informações Limitações Originalidade anteriormente

ABSTRACT Purpose: The purpose of this paper is to present a model that connects predictors of customer satisfaction considering Service Domain-Logic assumption and convenience and quality of service as sources that were identified as relevant aspects for customer satisfaction related to financial services. Design/methodology/approach: Survey of a sample of six hundred and eight respondents was obtained. Structural equation modeling was used for data analysis to test research hypotheses. Findings: The predictive effects of convenience, economic value, and quality of service have proved to be significant for customer satisfaction. Perceived service quality was identified as a mediator of the relationship between convenience and customer satisfaction. Research limitations: This sample may have caused a few biases in the results, because it was selected by convenience. Practical implications: The findings have implications for organizations since they demonstrate that improving service value is a means of increasing customer satisfaction. To ensure that the customer finds the interaction with the banking service to be appealing and to offer valuable benefits, the banking service should therefore allow for customer participation to increase the perception of economic value and, more importantly, to facilitate the dissemination of information Originality/Value - This study brings results that show that customer participation impacts positively on the perception of economic value, but it is not the key for customer satisfaction in financial services. This result proves that the effects of customer participation are more complex than others before mentioned. Purpose DomainLogic Domain Logic services Design/methodology/approach Designmethodologyapproach Design methodology approach obtained hypotheses Findings limitations benefits importantly OriginalityValue Originality Value mentioned

Abstract: Total Quality Management could be defined as a transformation in management style aimed at constantly increasing customer satisfaction via the design and improvement of organizational systems and processes. It is critical to use an industrialized building system to increase project successful implementation. Awareness of TQM advantages and its application could greatly improve project efficiency and performance. A literature search on TQM was done to determine the TQM implementation present state and level of awareness in IBS construction projects. The purpose of this study is to identify the current TQM implementation status in IBS projects and determine its level of awareness and potential benefits from the Malaysian construction stakeholders’ perception. A mixed approach was applied in this research with the participation of consultants, contractors, clients, and academicians from various construction industry public and private sectors in Malaysia. The questionnaire survey was used to conduct the study. A total of 371 questionnaires were collected, for a sample size of 265. The findings indicated that most construction organizations are unaware of the TQM approach. The Cronbach's Alpha coefficient achieved from the study was (0.934), indicating that the questionnaire was reliable. The statistical analysis revealed that increased efficiency, improved customer satisfaction, enhanced teamwork, increased profitability, and improved safety are the most essential TQM benefits that concerned the participants. Furthermore, the results of this study provide IBS construction practitioners with significant awareness of the components that empower TQM implementation in the construction sector. This study contributes to the understanding of TQM and project performance by demonstrating their capacity to enhance the Malaysian construction sector. Additionally, it was found that the Malaysian construction industry has not achieved a high level of quality implementation programs.

PURPOSE: Are board ties among competitors harmful to customers? The prevalent assumption on board ties among competitors is that they harm customer benefits. This study examines the mechanism by which board ties with competitors result in an outcome conducive to customers DESIGN/METHODOLOGY/APPROACH: Based on a sample of 79 savings banks in South Korea, we investigate the extent of banks' board ties with other banks and their engagement in a project financing (PF) consortium from 2014 to 2020. The generalised least square was adopted to test the hypotheses. We also performed several supplemental analyses to further support our results. FINDINGS/RESULTS: Savings banks with greater board ties with rivals provided more financial opportunities to their customers by forming PF consortia more actively with other banks. Furthermore, the positive impact of board ties on banks' participation in a PF consortium increases, especially when the proportion of external shareholders is smaller or when savings banks are family firms. PRACTICAL IMPLICATIONS: Outside directors can not only play the role of monitoring the management but also serve as assistants who can help banks provide financial services (or products) that banks could not provide individually ORIGINALITY/VALUE: While prior studies have clearly recognised the negative impacts on customers of board-friendship ties among rivals, little attention has been paid to the potential mechanism by which board ties among competing firms can benefit customers. This study challenges the dominant assumption by demonstrating that savings banks with greater board ties with other banks provide more financial opportunities to their economically weak customers. CONTRIBUTION: Finally, this study contributes to the family business literature by providing insight into how the unique characteristics of family firms in strategic choices make outside directors contribute as assistants than supervisors

RESUMEN: La pandemia mundial causada por la COVID-19 obligó a muchos países a establecer fuertes restricciones a la movilidad y el acceso a numerosos servicios. México no fue la excepción, y especialmente el servicio de alimentos experimentó cambios radicales que obligaron a las empresas a adaptar o expandir sus servicios de entrega de alimentos. No solo las organizaciones sufrieron este cambio abrupto, sino que los clientes también se vieron en la necesidad de aventurarse en esta modalidad, desconocida o apenas explorada para muchos de ellos antes de la pandemia. Frente a este escenario, las organizaciones mostraron desconocimiento con respecto al rol del cliente que permite el logro conjunto de los beneficios esperados durante el proceso de intercambio de valor. Esta investigación tiene como objetivo validar si el comportamiento de participación del cliente (CPB, en inglés) y el comportamiento de ciudadanía del cliente (CCB, en inglés) están relacionados con la generación del comportamiento de cocreación de valor con el cliente (CVCB, en inglés) en el ecosistema de servicios de entrega de alimentos en México. A través de una investigación cuantitativa, se aplicaron encuestas en línea basadas en la escala CVCB propuesta por Yi y Gong (2013). Además, se empleó el modelado de componentes jerárquicos como instrumento estadístico. Los resultados destacan que tanto el CPB como el CCB están positiva y significativamente relacionados con el CVCB, siendo el comportamiento responsable y el intercambio de información las variables mayormente relacionadas con el CPB. En cuanto al CCB, la recomendación y el apoyo a otros clientes son las variables con mayor relación. Estos hallazgos invitan a los gerentes de establecimientos de alimentos a reforzar acciones específicas para desarrollar un comportamiento de cocreación entre sus clientes, con lo cual podrán enfrentar los desafíos que establece esta modalidad de servicio.

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ABSTRACT: The global pandemic caused by COVID-19 forced many countries worldwide to establish severe restrictions on mobility and access to numerous services. Mexico was no exception, and especially food service underwent radical changes that forced businesses to move into or expand food service delivery. Not only organizations suffered this abrupt change, but customers also had to venture into this modality, which was unknown or barely explored for many. Faced with this scenario, organizations showed a lack of knowledge about the customer role that positively contributes to the joint achievement of the expected benefits during the value exchange. This research aims to verify if Customer Participation Behavior (CPB) and Customer Citizenship Behavior (CCB) are related to Customer Value Co-creation Behavior (CVCB) generation in the Mexican food service delivery ecosystem. Through a quantitative research, online surveys based on the CVCB scale by Yi and Gong (2013) were applied. Besides, a hierarchical component modeling was used as a statistical instrument. The results highlight that both CPB and CCB are positively and significantly related to CVCB, being responsible behavior and information sharing the variables most related to CPB. As for CCB, recommendation and helping other customers are the variables with the highest relationship. These findings encourage food establishment managers to reinforce specific actions in order to develop co-creation behavior among their customers, and therefore meet the challenges posed to this service modality.

RESUMO: A pandemia global causada pela COVID-19 forçou muitos países em todo o mundo a estabelecer restrições severas à mobilidade e ao acesso a inúmeros serviços. O México não foi exceção, e especialmente o serviço de alimentos sofreu mudanças radicais que forçaram as empresas a fazerem parte ou expandirem a prestação de serviços de alimentação. Não só as organizações sofreram essa mudança abrupta, mas os clientes também tiveram que se aventurar nessa modalidade, que era desconhecida ou pouco explorada para muitos. Diante desse cenário, as organizações demonstraram desconhecimento sobre o papel do cliente que contribui positivamente para a conquista conjunta dos benefícios esperados durante a troca de valores. Esta pesquisa tem como objetivo verificar se o Comportamento de Participação do Cliente (na sigla em inglês, CPB) e o Comportamento de Cidadania do Cliente (CCB, também da sigla em inglês) estão relacionados à geração de Comportamento de Cocriação de Valor do Cliente (CVCB, em inglês) no ecossistema mexicano de serviços de entrega de alimentos. Por meio de uma pesquisa quantitativa, foram aplicadas enquetes on-line baseadas na escala CVCB de Yi e Gong (2013). Além disso, uma modelagem de componentes hierárquicos foi utilizada como instrumento estatístico. Os resultados destacam que tanto o CPB quanto o CCB são positivos e significativamente relacionados ao CVCB, sendo o "comportamento responsável" e o "compartilhamento de informações" as variáveis mais relacionadas ao CPB. Quanto ao CCB, a "recomendação" e a "ajuda de outros clientes" são as variáveis com maior vínculo. Essas descobertas incentivam os gerentes de estabelecimentos de alimentos a reforçar ações específicas para desenvolver o comportamento de cocriação entre seus clientes e, portanto, atender aos desafios colocados nessa modalidade de atendimento.

Abstract Entrepreneurship has gained importance in the field of research due to its ability to dynamize the economy. Knowing how technological expertise and access to financing influence business performance will enable micro-entrepreneurs to make decisions about technological training strategies within their company. Therefore, the aim of this investigation is to analyse and identify the influence between the Technological Training of Human Resources and awareness on the use of ICTs in business management on an ICT development level and access to finance, by micro-entrepreneurs of Celaya, Guanajuato, Mexico. The methodology is quantitative and transversal, with data collection taking place between 2016-2017 and the informants being the owners or partners of micro businesses located in the municipality of Celaya, Guanajuato, Mexico. Obtaining from a population of 24100 economic units according to the National Statistical Directory of Economic Units of INEGI, establishing a sample of 379 companies with a confidence level of 95% and 5% sample error, via simple random sampling. The share corresponds to 21.11% of the total sample, and it is a representative sample as entrepreneurs have low participation due to the insecurity in the region. A model based on quantitative indicators which have an influence on business performance of Mexican micro-entrepreneurs is proposed. Nine indicators are taken into consideration; three from the Business Performance variable: 1) Customer Retention, 2) Asset yield, 3) Return on equity, and five from the Technological Expertise of Micro-Enterprises: 4) Technological Preparation of Human Resources, 5) ICT access, 6) awareness of the use of ICTs, 7) Use of ICT in the administration of the company, 8) Level of ICT development, and one from access to financing 9) Financing for technological preparation of the company. Concluding that while micro-entrepreneurs are aware of the importance of ICTs in their businesses, Celaya's micro-enterprises have a low level of technological expertise.

Resumen El emprendimiento ha cobrado importancia en el campo de la investigación debido a su capacidad para dinamizar la economía. Conocer cómo la experiencia tecnológica y el acceso a financiamiento influyen en el desempeño empresarial permitirá a los microempresarios tomar decisiones sobre estrategias de capacitación tecnológica dentro de su empresa. Por tanto, el objetivo de esta investigación es analizar e identificar la influencia entre la Formación Tecnológica del Recurso Humano y la sensibilización sobre el uso de las TIC en la gestión empresarial a nivel de desarrollo de las TIC y acceso a financiamiento, por parte de los microempresarios de Celaya, Guanajuato, México. La metodología es cuantitativa y transversal, teniendo lugar la recolección de datos entre 2016-2017 y siendo los informantes propietarios o socios de microempresas ubicadas en el municipio de Celaya, Guanajuato, México. Obteniendo de una población de 24100 unidades económicas según el Directorio Estadístico Nacional de Unidades Económicas del INEGI, estableciendo una muestra de 379 empresas con un nivel de confianza del 95% y 5% de error muestral, mediante muestreo aleatorio simple. La participación corresponde al 21,11% del total de la muestra, y es una muestra representativa ya que los empresarios tienen una baja participación debido a la inseguridad en la región. Se propone un modelo basado en indicadores cuantitativos que inciden en el desempeño empresarial de los microempresarios mexicanos. Se toman en consideración nueve indicadores; tres de la variable Desempeño Empresarial: 1) Retención de Clientes, 2) Rentabilidad de Activos, 3) Rentabilidad sobre el Patrimonio y cinco de la Experiencia Tecnológica de las Microempresas: 4) Preparación Tecnológica del Recurso Humano, 5) Acceso a las TIC, 6) conocimiento del uso de las TIC, 7) Uso de las TIC en la administración de la empresa, 8) Nivel de desarrollo de las TIC, y uno desde el acceso al financiamiento 9) Financiamiento para la preparación tecnológica de la empresa. Concluyendo que mientras los microempresarios son conscientes de la importancia de las TIC en sus negocios, las microempresas de Celaya tienen un bajo nivel de conocimiento tecnológico.

Resumen A través del desarrollo de un proyecto de investigación académico, se planteó involucrar a tres actores de la sociedad como son el estado, la academia y el sector productivo (sector terciario, el comercio al detal), con la intención de incluir también a la sociedad para resolver la problemática real de una Mipyme tipo granero en el municipio de Tuluá, Colombia. Lo anterior, basado en la aplicación de los modelos de triple y cuádruple hélice que buscan el desarrollo científico y tecnológico de una sociedad para conseguir un bienestar general y sostenible en el tiempo. A través de la observación no estructurada, la revisión de documentos y entrevistas abiertas con el gerente y empleados de la Mipyme, se recolectaron los datos relacionados con las características de la misma. Con base en lo anterior, se estableció la problemática actual y se estudió la solución que mejor se adaptara a las necesidades y requerimientos de la empresa. Luego, se diseñó y desarrolló la máquina dispensadora de cajetillas de cigarrillos. La medición del tiempo de despacho y atención al cliente, así como el control de productos extraviados, permitieron verificar eficiencia de la máquina. Se demostró, mediante el diseño y el desarrollo de la maquina dispensadora, que la interrelación y la cooperación academia-empresa-estado-personas es factible y útil para resolver los problemas reales de las organizaciones. Así mismo, se evidenció la necesidad de mayor participación de la sociedad civil, así como de lograr la sostenibilidad en el tiempo de la cooperación academia-empresa-estado y sociedad.

Abstract Through an academic research project, it was proposed to stablish a cooperation of three main actors in a society such as state, academia and productive sector (tertiary sector, retail), but keep in mind to incorporate people, in order to solve real-world problems of a MSMEs type called granero in Tuluá-Colombia. All this, based on triple and quadruple helix model’s application, that seek scientific and technological development of a society to achieve a general and sustainable quality of life over time. Through unstructured observation, document review and open interviews with MSME manager and employees, the data related to company characteristics were collected. Based on this information, it proceeded to establish the current situation and study the solution that best match needs and requirements of the company. Then, the cigarette pack dispenser machine was designed and developed. Measurement of dispatch and customer service times and the lost products inventory, allowed to verify the machine efficiency. Design and development of the dispensing machine allow to evidenced that academy-company-state-people interrelation and cooperation is feasible and useful to solve real life problems in organizations. In addition, a greater participation of civil society and increase the academy-company-state cooperation and society cooperation over time was evidenced.

Resumo Por meio de um projeto de pesquisa acadêmica, propôs-se trazer a cooperação de três atores principais em uma sociedade como o estado, a academia e o setor produtivo, mas tendo em mente a incorporação de pessoas, a fim de resolver problemas reais de um tipo de PMEs denominadas granero em Tuluá-Colômbia. Tudo isso, com base na aplicação do modelo de hélice tripla e quádrupla, que busca o desenvolvimento científico, tecnológico e social de uma sociedade para alcançar uma qualidade de vida geral e sustentável ao longo do tempo. Por meio de observação não estruturada, análise de documentos e entrevistas abertas com gestores e funcionários de MPMEs, foram coletados os dados relacionados às características das MPME. Com base nestas informações, procedeu-se a estabelecer a situação atual e estudar a solução que melhor se adequa às necessidades e requisitos da empresa. Então, a máquina dispensadora de maços de cigarros foi projetada e desenvolvida. A medição dos tempos de expedição e atendimento ao cliente e do estoque de produtos perdidos, permitiu verificar a eficiência da máquina. O projeto e o desenvolvimento da máquina distribuidora permitem evidenciar que a inter-relação e cooperação academia-empresa-estado-pessoas é viável e útil para resolver problemas da vida real nas organizações. Além disso, evidenciou-se uma maior participação da sociedade civil e aumento da cooperação academia-empresa-estado e da sociedade ao longo do tempo.

RESUMEN Una de las principales tendencias actuales en la industria de los medios de comunicación es la co- creación de valor para el cliente. La participación de los usuarios puede afectar significativamente a las organizaciones de medios informativos. Este estudio examina el impacto de la co-creación de valor en la lealtad, la satisfacción y las tendencias de comportamiento de los consumidores de medios de comunicación, utilizando una encuesta de los usuarios de la plataforma de noticias My Fars. El modelo conceptual de este estudio se desarrolla y prueba mediante el uso de datos de encuestas de 283 usuarios de la campaña de noticias en Fars News y se emplea el modelo de ecuaciones estructurales (MES o SEM, por sus siglas en inglés) para probar simultáneamente las relaciones hipotetizadas. Los resultados muestran que la participación de los usuarios en la co-creación de valor afecta significativamente su satisfacción, lealtad y tendencias de comportamiento. JEL: I21, I23, M1

ABSTRACT One of the current major trends in the media industry is customer value co-creation. User participation can significantly affect news media organisations. This study examines the impact of value co-creation on the loyalty, satisfaction, and behavioural tendencies of media consumers, using a survey of users of My Fars news platform. The conceptual model of this study is developed and tested by using survey data from 283 users of the news campaign in Fars News and Structural Equation Modelling (SEM) is employed to simultaneously test the hypothesized relationships. The results show that user participation in value co-creation significantly affects their satisfaction, loyalty, and behavioural tendencies. JEL: I21, I23, M1

ABSTRACT The purpose of this research is to investigate the mediating role that attitudinal loyalty plays between participatory behavior and behavioral loyalty within a higher education context. By means of a non-experimental design with surveys using a sample of 237 university students, the impact of participatory behavior and behavioral loyalty with the mediation of attitudinal loyalty was tested through the implementation of a structural equation model along with a maximum likelihood estimator. The results show a direct and significant relationship between participatory behavior and behavioral loyalty with the total mediation of attitudinal loyalty since the direct relationship between participatory behavior and behavioral loyalty was not significant. The results bring practical implications for planners and decision makers at the moment of designing their strategies in general and particularly to build their brand. The study was limited to the context of higher education, and it is recommended to apply it to other contexts to gain better understanding of the variables and assist in the generalization of results.

RESUMEN El propósito de esta investigación es investigar el papel mediador que juega la lealtad actitudinal entre la conducta participativa y la lealtad conductual dentro de un contexto de educación superior. Mediante un diseño no experimental con encuestas utilizando una muestra de 237 estudiantes universitarios, se probó el impacto de la conducta participativa y la lealtad conductual con la mediación de la lealtad actitudinal mediante la implementación de un modelo de ecuaciones estructurales junto con un estimador de máxima verosimilitud. Los resultados muestran una relación directa y significativa entre el comportamiento participativo y la lealtad conductual con la mediación total de la lealtad actitudinal ya que la relación directa entre el comportamiento participativo y la lealtad conductual no fue significativa. Los resultados traen implicaciones prácticas para los planificadores y tomadores de decisiones a la hora de diseñar sus estrategias en general y en particular para construir su marca. El estudio se limitó al contexto de la educación superior, y se recomienda aplicarlo a otros contextos para comprender mejor las variables y ayudar a la generalización de resultados.

RESUMO: Este trabalho objetivou analisar o uso das redes sociais pelas agências de viagem de São Luís - Maranhão, como comunicação estratégica na captação de clientes. Para tanto, desenvolveu-se pesquisa exploratória, transversal e qualitativa, junto a agências da capital maranhense. A coleta de informações ocorreu com base em roteiro semiestruturado elaborado, principalmente a partir dos trabalhos de Alves et al. (2017), Gomes e Mondo (2016), Matikiti et al. (2017), Vareiro e Pinheiro (2017), contendo três categorias: comportamento nas mídias/redes sociais, estratégias de captação de clientes e resultados das estratégias. A técnica de análise utilizada foi a Análise de Conteúdo. Os resultados mais relevantes indicaram que as empresas utilizam redes sociais para ampliar visibilidade e interação com consumidores, captar clientes e reduzir custos, almejando sobreviver no mercado. As postagens principais versam sobre pacotes/destinos e fotos de viagens. A captação de clientes ocorre, sobretudo, a partir de ações promocionais nas redes sociais, como impulsionamento e influenciadores digitais, contudo permanecem empregando estratégias convencionais, como rádio, outdoors, participação em feiras/eventos, afora parcerias interempresariais. Na comercialização on-line, combinam diferentes mídias sociais na negociação, no fechamento e no pós-venda. A atuação virtual incrementa o desempenho refletido pelo aumento do número de clientes e alcance de novos públicos/mercados. Conclui-se que apostar nas estratégias de comunicação via redes sociais contribui no enfrentamento da concorrência e das externalidades típicas do setor turístico.

ABSTRACT: This paper analyzes the use of social networks by travel agencies in São Luís - Maranhão, as a communication strategy for wining customers. An exploratory and qualitative approach was developed with agencies in the São Luís, the capital of Maranhão. For the data collection, a semi-structured script was designed, based mainly on Alves et al. (2017), Gomes and Mondo (2016), Matikiti et al. (2017), Vareiro and Pinheiro (2017). The interviews had three categories: behavior in media/social networks; strategies for winning customers, and the results of the strategies. The data were then submitted to content analysis. The findings confirm that the companies use social networks to increase their visibility and to interact with customers, to win customers, and to reduced costs, in order to survive in the tourism market. The main items posted on the social medial contain information on tour packages/destinations, and travel photos. Winning customers occurs mainly through promotional actions on the social networks, such as boosting posts and the digital influencers. However, entrepreneurs also continue to use traditional strategies (radio, billboards, participation at trade fairs/events), as well as interorganizational cooperation. In online commercialization, firms switch between different social media depending on their goals: negotiation, closing a sale, or aftersales. Virtual initiatives increase the agencies’ performance, as reflected by the growing demand, and their ability to reach new customers and markets. In conclusion, communication strategies via the social networks help companies to face the competition and the typical externalities of the tourism sector.

RESUMEN: Este trabajo tuvo como objetivo analizar el uso de las redes sociales por las agencias de viajes en São Luís - Maranhão/Brasil, como una comunicación estratégica en la captación de clientes. Para ello, se llevó a cabo una investigación exploratoria, transversal y cualitativa con agencias de la capital de Maranhão. La recogida de información se realizó a partir de un guión semiestructurado, basado principalmente en el trabajo de Alves et al. (2017), Gomes y Mondo (2016), Matikiti et al. (2017), Vareiro y Pinheiro (2017), que contiene tres categorías: comportamiento en los medios/redes sociales, estrategias para atraer clientes y resultados de las estrategias. La técnica de análisis utilizada fue el Análisis de contenido. Los resultados más relevantes indicaron que las empresas utilizan las redes sociales para aumentar la visibilidad y la interacción con los consumidores, atraer clientes y reducir costos, con el objetivo de sobrevivir en el mercado. Las publicaciones principales son sobre paquetes / destinos y fotos de viajes. La captación de clientes se da, principalmente, a través de acciones promocionales en redes sociales, como promoción e influencers digitales, sin embargo, continúan empleando estrategias convencionales como radio, carteles publicitarios, participación en ferias / eventos, además de alianzas inter-comerciales. En marketing online, combinan diferentes redes sociales en negociación, cierre y posventa. El rendimiento virtual aumenta el rendimiento reflejado por el aumento en el número de clientes y el alcance de nuevas audiencias / mercados. Se concluye que apostar por las estrategias de comunicación a través de las redes sociales contribuye a enfrentar la competencia y las externalidades propias del sector turístico.

South African youth are a diverse, multicultural heterogeneous cohort differentiated racially, spatially, digitally and socio-economically. This study aimed to develop a quantitative instrument to measure the brand perceptions of 18 to 24-year-old South African consumers communicated on Facebook. Young adults base their perceptions of brands on their touchpoints and other consumer experiences. Therefore, brands need to have a reliable means of measuring the brand perceptions of young adult consumers to avoid negative earned media and reputational damage. Ten factors that explained 62.812% of total variance were extracted after exploratory factor analysis. These factors are brand fan behaviour, shared brand-related content, value brand influencers, corporate social responsiveness, user-generated content, brand-related content, familial influencers, premium brand influencers, communication expectations and recommending behaviour. Key findings indicate that measuring brand fan behaviour or interactions with brand advocates is critical to building positive perceptions and relationships with 18 to 24-year-old consumers on Facebook. Second, the shared brand-related content factor highlights the critical role brand experiences and customer opinion play on Facebook when shaping the perceptions about brands for young adults via positive and negative earned media.

RESUMO Esta pesquisa desenvolve um modelo teórico que relacionou as ações de participação dos clientes em serviços intensivos em conhecimento (SIC), as ações dos prestadores de serviço para estimular o envolvimento dos clientes e a eficácia dos serviços. Cinco hipóteses foram testadas por meio de equações estruturais, e os dados foram coletados por meio do levantamento de uma amostra de 106 usuários de serviços de fisioterapia, personal trainers, pilates e reeducação postural global. Os resultados mostram que não basta educar clientes; prestadores precisam ter empatia e criar um vínculo emocional com eles. Adicionalmente, a educação dos clientes e a empatia emocional influenciam de maneira diferenciada o fornecimento de feedback e até que ponto os clientes seguem as instruções. Este estudo contribui para a literatura, ao promover uma visão holística sobre os fatores que influenciam a participação do cliente e sua eficácia em SIC

ABSTRACT This study develops a theoretical model that relates customer participation in knowledge-intensive services (KIS), the actions of service providers to encourage customer engagement and the effectiveness of services. Five hypotheses were tested using structural equations, and data were collected by surveying a sample of 106 users of physical therapy, personal training, Pilates and global postural reeducation services. The results show that educating customers is not enough; service providers need to empathize and create an emotional bond with them. Additionally, customer education and emotional empathy have different effects on customer feedback and the extent to which customers follow instructions. This study contributes to the literature by promoting a holistic view of the factors that influence customer participation and its effectiveness in KIS.

RESUMEN Esta investigación desarrolla un modelo teórico que relaciona las acciones de participación del cliente en los servicios intensivos en conocimiento (SIC), las acciones de los proveedores de servicios para estimular la participación del cliente y la efectividad de los servicios. Se probaron cinco hipótesis utilizando ecuaciones estructurales, y los datos se recolectaron encuestando a una muestra de 106 usuarios de servicios de fisioterapia, entrenadores personales, pilates y reeducación postural global. Los resultados muestran que educar a los clientes no es suficiente; los proveedores deben sentir empatía y crear un vínculo emocional con ellos. Además, la educación del cliente y la empatía emocional influyen de manera diferente en la entrega de comentarios y en el grado en que los clientes siguen las instrucciones. Este estudio contribuye a la literatura, al promover una visión holística sobre los factores que influyen en la participación del cliente y su efectividad en la SIC.

ABSTRACT Nowadays, the social role of companies has become more prominent than before. Many companies have tended to cooperate with certain non-profit organizations to achieve business interests. Cause-related marketing is an example of this type of cooperation and refers to a certain type of cooperation and contribution of the company to cause-related programs. In this regard, educating this method and the creation of this advantage that seller can learn this which based on their education can advantages the benefits of this method to customers later on, consumers are able to feel sympathetic to the problems of society by purchasing products from the company with charitable activities have a significant impact on increasing the company's customers and resulted profitability. In this paper, attempts have been made to educate model to cause-related marketing using a case study method. The research methodology is qualitative and data collection from interviews conducted in E-commerce Company Digikala. The population of this study consisted of consumers and employees of the company. A total of 20 interviews were conducted, finally based on the results of this study; customers had four responses: sense of belonging, loyalty behavior, word of mouth advertising, and continuous participation in cause-related marketing. Also four cause-related marketing strategies are: licensing, established, collaboration and exchange programs. At the end, factors such as cost place, cost value, quality of transactions, quality of strategy codification, and approach to assistance are identified as incentive and disincentive factors of cause-related marketing strategies.

RESUMEN Hoy en día, el papel social de las empresas se ha vuelto más prominente que antes. Muchas compañías han tendido a cooperar con ciertas organizaciones sin fines de lucro para lograr intereses comerciales. El marketing relacionado con la causa es un ejemplo de este tipo de cooperación y se refiere a un cierto tipo de cooperación y contribución de la empresa a los programas relacionados con la causa. En este sentido, la educación de este método y la creación de esta ventaja de que el vendedor puede aprender esto, que en base a su educación puede beneficiar los beneficios de este método a los clientes más adelante, los consumidores pueden sentir simpatía por los problemas de la sociedad al comprar productos de La compañía con actividades de caridad tiene un impacto significativo en el aumento de los clientes de la compañía y la rentabilidad resultante. En este documento, se han realizado intentos para educar el modelo para la comercialización relacionada con el uso de un método de estudio de caso. La metodología de investigación es cualitativa y la recopilación de datos de entrevistas realizadas en la empresa de comercio electrónico Digikala. La población de este estudio consistió en consumidores y empleados de la empresa. Se realizaron un total de 20 entrevistas, finalmente basadas en los resultados de este estudio; los clientes tuvieron cuatro respuestas: sentido de pertenencia, comportamiento de lealtad, publicidad de boca en boca y participación continua en el marketing relacionado con la causa, también cuatro estrategias de marketing relacionadas con la causa son: licencias, programas establecidos, de colaboración e intercambio, al final, factores como como el lugar del costo, el valor del costo, la calidad de las transacciones, la calidad de la codificación de la estrategia y el enfoque de la asistencia identificada como factores de incentivo y desincentivo de las estrategias de marketing relacionadas con la causa.