Abstract This article presents the analysis of a research carried out with higher education students about their experiences with remote teaching and hybrid modalities in the Covid-19 pandemic. The fieldwork consisted of interviews conducted individually and collectively, drawing on the relational and participatory perspective of ethnography. Participated in the research 44 students, in both in-person and online meetings held in 2022. The study also incorporates an autoethnographic dimension, as it began with situations experienced by the researcher herself as a teacher during the pandemic period. Considering the data related to the expansion of ODL (Open and Distance Learning) and the reports that indicate the acceleration and precariousness of life beyond social isolation, the research aimed to promote reflection on the insertion of digital technologies in educational practices that does not meet productivist and marketing demands, and that effectively situates pedagogical practices in contemporary languages and ways of existing.

Resumo Este artigo apresenta as análises decorrentes de uma pesquisa realizada com estudantes de ensino superior acerca das suas experiências com o ensino remoto e as modalidades híbridas na pandemia da Covid-19. O trabalho de campo constituiu-se de entrevistas individuais e coletivas, apoiando-se na perspectiva relacional e participativa da etnografia. Participaram da pesquisa 44 estudantes, em encontros presenciais e online realizados em 2022. O estudo também contempla uma dimensão autoetnográfica, pois teve como ponto de partida situações vivenciadas pela própria pesquisadora como docente no período da pandemia. Considerando os dados relativos à expansão do EaD, bem como os relatos que indicam a aceleração e precarização da vida para além do isolamento social, a pesquisa teve como objetivo promover a reflexão sobre uma inserção das tecnologias digitais nos fazeres educacionais que não atenda a demandas produtivistas e mercadológicas, e que efetivamente situe as práticas pedagógicas nas linguagens e modos de existir contemporâneos.

PURPOSE: Ambidextrous SME innovations and technology models have led to success stories in the past. They face new challenges due to increasing uncertainty in the business environment. Purpose: The study reviews ambidexterity literature to determine trends and themes existing in the body of literature on ambidexterity. DESIGN/METHODOLOGY/APPROACH: The study employed a bibliometric and Vosviewer analysis of 1808 articles published on Scopus database from 1999-2022. The study used several indicators including data overview (scientific production in the area and three field-plot), conceptual structure (co-occurrence network, thematic map, and evolution), keyword analysis, and thematic mapping. FINDINGS/RESULTS: The analysis indicated five main themes on which the ambidexterity literature focuses. The results revealed that the key themes in ambidexterity literature are continuous innovation, knowledge management, dynamic capabilities, entrepreneurial and market orientation, enterprise resource management (ERM), and business performance. PRACTICAL IMPLICATIONS: The review highlighted that SMEs struggle more in dynamic business environments. Business changes in recent years have proved the importance of innovation, ERM, knowledge management, and dynamic capabilities as beneficial factors for achieving enhanced performance. ORIGINALITY/VALUE: The analysis reveals several links in literature and valuable insights into possible models that can be scaled up and replicated across different industries. Themes in the domain mainly focussed on knowledge management, firm performance, digital transformation, open innovation, dynamic capabilities as well as entrepreneurial and marketing orientation The proposed business model can assist SMEs owners and managers in swiftly adapting to unpredictability in the changing business climate caused by the recent pattern of events.

Resumo O artigo objetiva identificar infrações à NBCAL e analisar o conteúdo das mensagens postadas na rede social Instagram. Estudo de abordagem quali-quantitativa, com amostra de conveniência composta por perfis identificados por meio de termos específicos, precedidos do símbolo hashtag (#). A coleta de dados foi realizada durante dois meses por pesquisadores treinados, por meio de questionário estruturado. Calculou-se a frequência de promoção de produtos que caracterizava violação à NBCAL, segundo categoria e fabricante. As mensagens foram analisadas por meio da técnica de análise de conteúdo. Foram identificadas 64 contas pessoais de mulheres mães com infrações em 89 produtos, a maioria alimentos (n = 72), sendo os compostos lácteos (54,2%) e as fórmulas infantis para lactentes (45,8%) os mais divulgados. Duas categorias temáticas emergiram dos textos postados, uma relativa à qualidade dos produtos e a outra sobre a dificuldade com a amamentação, especialmente a baixa produção de leite. O estudo identificou violações à NBCAL na rede social Instagram, alertando para a necessidade do reconhecimento do marketing digital para incluí-lo nas regras impostas pela norma no contexto virtual, considerando a capilaridade das redes sociais na divulgação de informações para o público em questão.

Abstract The article aims to identify NBCAL violations and analyze the content of messages posted on the Instagram social network. This qualitative-quantitative study consisted of a convenience sample of profiles identified through specific terms preceded by the hashtag symbol (#). Data were collected for two months by trained researchers using a structured questionnaire. We calculated the product promotion frequency that characterized violation of the NBCAL per category and manufacturer. The messages were analyzed using the content analysis technique. We identified 64 personal accounts of mothers with violations in 89 products, mainly food (n = 72), dairy compounds (54.2%), and infant formulas (45.8%) were the most publicized. Two thematic categories emerged from the posted texts, one related to the quality of the products and the other about breastfeeding difficulty, especially low milk production. The study identified NBCAL violations on the Instagram social network, alerting the need to recognize digital marketing to include it in the rules imposed by the Norm in the virtual context, considering the capillarity of social networks in disseminating information to the public in question.

Abstract Although the Internet and e-commerce have contributed positively to the tourism sector, there is not much empirical research on the transformation of distribution channels or that considers the use of the Internet in travel planning as an antecedent of tourist satisfaction and loyalty. This paper aims to test the influence of online distribution channels in trip planning by tourists on their general satisfaction level and their loyalty towards the destination and to differentiate the profile of digital and traditional tourists. Quantitative research techniques are used to analyse the dataset of 1,387 surveys of tourists visiting the province of Burgos, Spain. Among those surveyed, 65% search for information online and 54% book or pay for services online. According to ordinal regression analysis, the use of online channels does not significantly influence the level of satisfaction, but according to binary logistic regression, it does significantly influence loyalty. The findings provide valuable information for developing marketing strategies in tourism organisations and support decision-makers in creating competitive tourism destinations that are resilient to the demographic challenge of depopulation.

Resumen A pesar de que Internet y el comercio electrónico han contribuido positivamente al sector turístico, no existen muchas investigaciones empíricas sobre la transformación de los canales de distribución ni que consideren el uso de Internet en la planificación del viaje como un antecedente de la satisfacción y lealtad del turista. Este trabajo pretende comprobar la influencia de los canales de distribución online en la planificación del viaje de los turistas sobre su nivel de satisfacción global y su lealtad al destino y diferenciar el perfil de los turistas digitales y tradicionales. Se utilizan técnicas de investigación cuantitativa para analizar el conjunto de datos formado por 1.387 encuestas de turistas que visitan la provincia de Burgos, España. Entre los encuestados, el 65% busca información online y el 54% reserva o paga servicios online. Según el análisis de regresión ordinal, el uso de los canales en línea no influye significativamente en el nivel de satisfacción, pero según la regresión logística binaria, influye significativamente en la lealtad. Los resultados proporcionan información valiosa para el desarrollo de estrategias de marketing en las organizaciones turísticas y apoyan a los responsables de la toma de decisiones en la creación de destinos turísticos competitivos resilientes ante el reto demográfico de la despoblación.

Resumen Los sistemas de mediciones de consumos se han vuelto omnipresentes y disruptivos en la industria de las noticias y en las rutinas de trabajo de sus periodistas. Ante un nuevo panorama de segmentación y especialización de contenidos, sumado a la aparición de una figura más activa del usuario participativo, los portales digitales demandan mayor versatilidad y formación tecnológica. A través de entrevistas en profundidad semiestructuradas con editores de audiencias de los principales portales digitales nacionales, el texto se propone distintos objetivos. En primer lugar, indagar sobre las modificaciones en las rutinas de trabajo periodísticas a partir del uso de métricas. En segundo lugar, dar cuenta de las estrategias de gestión promovidas por estos medios, y el rol de Google como gatekeeping de la información. Por último, el artículo propone una reflexión orientada a trascender los estudios de marketing y opinión pública para intentar dilucidar los modos en que la figura del editor de audiencias articula las tensiones entre contenidos, métricas y prácticas periodísticas. Los resultados muestran que las métricas impactan en los criterios de noticiabilidad, en los contenidos y en la sinergia de las redacciones, aunque se evidencian tensiones y resistencias entre los periodistas y los editores de audiencias. Además Google es un actor crucial que promueve distintas estrategias con en el fin de lograr un lugar privilegiado en los resultados de búsquedas.

Abstract Consumption measurement systems have become ubiquitous and disruptive in the news industry and in the work routines of its journalists. Faced with a new panorama of segmentation and content specialization, added to the appearance of a more active figure of the participative user, digital portals demand greater versatility and technological training. Based on this reality, this research focuses on the figure of audience editors, which are relatively new actors in the newsrooms of Argentine digital portals. We perform a qualitative análisis. Through semi-structured in-depth interviews with audience editors from the main national digital portals, the text sets out different objectives. With this objective, firstly we analyze the modifications in journalistic work routines based on the use of metrics and different measurement techniques that impact newsworthiness criteria and the decisions about the place of certain news in the media’s home page. Secondly, to account for the management strategies promoted by these media, the role of Google as information gatekeeping and the role of audiences. Finally, the article proposes a reflection aimed at transcending marketing and public opinion studies to try to elucidate the ways in which the figure of the audience editor articulates the tensions between content, metrics and journalistic practices.

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.

COVID-19-related alcohol sales bans and stay-at-home orders prompted the alcohol industry in South Africa to increase their online alcohol sales promotions. We investigated changes in alcohol-related behaviour and the drivers of illegal alcohol sales through a self-reported Facebook survey that ran from July to November 2020. Questions included socio-demographics and comparison of alcohol purchasing behaviour and intake during 2019 and 2020. Statistical tests were applied to find associations between illegal alcohol purchasing and alcohol-related behaviours. A total of 792 participants took part in the survey, 69.7% of whom were female. During lockdown periods, most participants (55.3%) bought alcohol illegally from illegal outlets or friends. Online alcohol-delivery marketing increased by 20 percentage points from 2019 to 2020, with participants stating that they saw a lot of advertisements per day and 80% of persons under 25 years were not asked to verify their age in 2020 upon delivery. Home-brewed beer and vodka intake increased in 2020 during the alcohol sales bans. Men from the Western Cape who engaged in daily or weekly heavy episodic drinking were more prone to purchase alcohol illegally. The Western Cape, which is South Africa's most prolific wine-producing region, had the highest odds of people buying alcohol illegally, with wine being found to be the most frequently bought alcohol online and consumed by these participants. There is a need for further research into the differences in alcohol-related behaviour affecting illegal alcohol purchasing according to income group, proximity to alcohol producers and underage alcohol sales and marketing through online applications. SIGNIFICANCE: • Alcohol sales bans have the potential to reduce and stop the alcohol intake of moderate drinkers, but may make heavy episodic drinkers drink more than usual. • During COVID-19 lockdown, illegal alcohol sales were taking place through unlicenced alcohol outlets and friends, and not through licenced online applications. • Unlicenced alcohol outlets need to be addressed to prevent future illegal alcohol sales. • Stricter regulations aimed at legal online alcohol sales applications should be put in place to prevent alcohol sales to minors and those who have already consumed too much alcohol. • There should be a ban on marketing of addictive substances, such as alcohol.

Abstract COVID-19 has affected the development of economic activities and increased unemployment around the world. The most viable alternative is to promote entrepreneurship. Digital entrepreneurship took on greater importance in the face of the confinement imposed to curb the spread of COVID-19. The objective of this research is to analyze some work areas for the development of digital entrepreneurship with the aim of promoting self-employment of young people. A qualitative methodology with cross-sectional and descriptive scope was used using secondary sources. The results of this study show that technological tools are the new source for business development as Content Marketing and Social Networks, Artificial Intelligence, 3D Printing, Virtual Reality, Big Data, Devices through the Voice, Robotization, automation and digital transformation of companies, Electronic Commerce and Digital Leisure just to mention these. Although Mexico is prepared for the implementation of businesses via the Internet, it should be noted that there are still barriers such as bureaucracy, training, greater investment, ignorance and resistance to change. Then, it is urgent to develop collaborative public-private-academy strategies to strengthen institutions, infrastructure and human skills focused on new technologies to guarantee decent employment for generation Z, also known as the Centennials generation, those born between 1995 and 2010.

Resumen El COVID-19 ha afectado el desarrollo de las actividades económicas y ha aumentado el desempleo. La alternativa más viable es promover el emprendimiento. El emprendimiento digital tomó mayor importancia ante el confinamiento impuesto para frenar la propagación del COVID-19. El objetivo de esta investigación es analizar algunas áreas de trabajo para el desarrollo del emprendimiento digital con el objetivo de promover el autoempleo de los jóvenes. Se utilizó una metodología cualitativa con alcance transversal y descriptivo utilizando fuentes secundarias. Los resultados muestran que las herramientas tecnológicas como el Marketing de Contenidos y Redes Sociales, Inteligencia Artificial, Impresión 3D, Realidad Virtual, Big Data, Dispositivos a través de la Voz, Robotización, automatización y transformación digital de empresas, Comercio Electrónico y Ocio Digital son la nueva fuente para el desarrollo empresarial. Si bien México está preparado para la implementación de negocios vía Internet, cabe señalar que aún existen barreras como la burocracia, capacitación, mayor inversión, desconocimiento y resistencia al cambio. Entonces, es urgente desarrollar estrategias colaborativas público-privadas-académicas para fortalecer las instituciones, la infraestructura y las capacidades humanas enfocadas en las nuevas tecnologías para garantizar el empleo digno para la generación Z, también conocida como la generación Centennials, los nacidos entre 1995 y 2010.

Abstrac The objective of this research was to analyze the most used tools in digital marketing in companies, through a bibliographic and documentary design research. Marketing, as well as companies, have had to evolve over time due to the needs of the environment, as the client becomes more and more demanding, which makes organizations more competitive and at the forefront of the market. From there, digital marketing and a series of tools arise that, together with strategies, allow the achievement of organizational goals. Thanks to the important evolution of technology and the internet, advances in communication are innumerable, and the needs and demands of customers and consumers increase, in view of this, marketing had to evolve to optimize its processes and achieve penetration beyond borders, just like companies, since they are the first to understand that in order to maintain themselves over time and be able to achieve their goals, they must adapt to new business strategies through new tools and plans typical of digital marketing

Resumen El objetivo de esta investigación fue analizar las herramientas más utilizadas en el marketing digital en las empresas, a través de una investigación de diseño bibliográfico y de tipo documental. El marketing al igual que las empresas han tenido que evolucionar con el paso del tiempo debido a las necesidades del entorno, pues el cliente cada vez se vuelve más exigente, lo que hace que las organizaciones se vuelvan más competitivas y a la vanguardia en el mercado, de allí que surge el marketing digital y una serie de herramientas que en conjunto con estrategias permiten alcanzar las metas organizacionales. Gracias a la importante evolución de la tecnología y el internet, los avances en la comunicación son innumerables, y las necesidades y exigencias de los clientes y consumidores aumentan, en vista de ello el marketing debió evolucionar para optimizar sus procesos y lograr calar más allá de las fronteras, al igual que las empresas pues son las primeras en entender que para mantenerse en el tiempo y poder alcanzar sus metas deben adaptarse a las nuevas estrategias comerciales a través de nuevas herramientas y planes propios del marketing digital.

Resumen Introducción. La trazabilidad se considera en los sistemas empresariales como una herramienta de seguimiento y control enfocada en la medición y recolección de datos para la asignación eficiente de recursos. El sector agrícola no es ajeno a esta práctica porque al igual que otros sistemas industriales, integra necesidades de control a nivel de cultivo, abastecimiento de insumos, transformación, transporte y comercialización de productos. Objetivo. Identificar objetos y alcances de seguimiento, unidades de análisis y adopción de tendencias de trazabilidad en la cadena de suministro agrícola, para referenciar el desarrollo de estudios y publicaciones recientes que integran esta función de control en este sector. Desarrollo. La metodología aplicada se desarrolló a través de la búsqueda, selección y análisis de artículos en repositorios científicos como Science Direct y AGRIS, para identificar tendencias de trazabilidad agrícola en los años 2017 al 2022. Se reconocieron tendencias de aplicación e integración de los sistemas de trazabilidad en el sector agrícola entorno a distintos enfoques, entre ellos, la digitalización y seguridad de la información, la medición de la productividad agrícola y el impacto ambiental dentro del concepto de sostenibilidad. Se presentan en las conclusiones las líneas de investigación, así como las brechas de conocimiento para futuros trabajos. Conclusiones. Los resultados de la revisión en los últimos seis años enmarcan tendencias de trazabilidad en el seguimiento digital de procesos de cultivo, la medición de la productividad y el impacto ambiental. El grado de intervención directa en el productor representa la mayor proporción en la categoría del alcance logístico de trazabilidad. Por lo anterior, se recomienda a futuro el desarrollo de sistemas de trazabilidad que realicen seguimiento de indicadores de productividad, impacto ambiental y social de manera convergente, así como la participación integrada de actores del sector agrícola, entre ellos productores, asesores técnicos y entidades gubernamentales.

Abstract Introduction. Traceability is regarded in business systems as a monitoring and control tool that is centered on measuring and gathering data for efficient resource allocation. The agricultural sector is no stranger to this practice because, like other industrial systems, it integrates control needs at the level of cultivation, supply of inputs, transformation, transportation, and marketing of products. Objective. To identify objects and scopes of monitoring, analysis units, and adoption of traceability trends in the agricultural supply chain, in order to reference the development of recent studies and publications that integrate this control function in this sector. Development. The applied methodology was developed through the search, selection, and analysis of articles in scientific repositories such as Science Direct and AGRIS, to identify trends in agricultural traceability in the years 2017 to 2022. Application and integration trends of traceability systems were recognized in the agricultural sector around different approaches, including digitization and information security, measurement of agricultural productivity and environmental impact mainly within the concept of sustainability. Lines of research are presented in its conclusions, as well as the knowledge gaps for future work. Conclusions. The results of the review in the last six years frame traceability trends mainly in the digital monitoring of cultivation processes, the measurement of productivity, and the environmental impact. The degree of direct intervention in the producer represents the highest proportion in the category of the logistic scope of traceability. Therefore, it is recommended in the future the development of traceability systems that monitor productivity, environmental, and social impact indicators in a convergent manner, as well as the integrated participations of actors in the agricultural sector, including producers, technical advisors, and government entities.

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.

Abstract: This article studies the behavior of digital distribution channels used by “3, 4 y 5 Tenedores” restaurants in Cuenca city for 2021 period. It analyze its management within The Push & Pull model, considering accessibility and tangibility as service factors. It also studies the elements that are part of the marketing mix: product, price and sales promotion applied to distribution based on tools such as the structured observation and a survey applied to the managers of said restaurants. The results determine that product exerts pressure on both types of channels. About tangibility in direct channels, the elements that contribute to this strategy are product and number of sales promotion objectives, while in indirect channels, no element from the model contributes to it, finally, the Push & Pull model does not constitute a contribution to the studied restaurants.

Resumen El artículo estudia el comportamiento de los canales de distribución digitales directos como indirectos en restaurantes de “3, 4 y 5 Tenedores” de la ciudad de Cuenca para el período 2021. Analiza su manejo dentro del modelo Push & Pull, considerando la accesibilidad y tangibilización como factores de servicio. Se estudian elementos del marketing mix como producto, precio y promoción en ventas dentro del modelo aplicado a la distribución, a partir de herramientas como la observación estructurada y encuesta a gerentes de restaurantes. Los resultados indican que el producto ejerce presión en ambas tipologías. Sobre la tangibilización en canales directos, los elementos que aportan a esta estrategia son producto y número de objetivos de promoción, mientras que, en canales indirectos, ningún elemento del modelo contribuye a la misma. Finalmente, el modelo Push & Pull no constituye un aporte para la accesibilidad de los restaurantes estudiados.

Resumen: Cartografiar usos del suelo y delimitar ámbitos de estudio en las zonas periféricas de las ciudades ha sido uno de los temas centrales de la literatura sobre estudios urbanos y territoriales en países latinoamericanos con difícil acceso a datos en donde los procesos de transformación son acelerados. El objetivo de este estudio fue proponer una metodología aplicable para la detección de áreas de huertos familiares en zonas rurales de Cuenca. Se partió del uso de imágenes satelitales Sentinel-2 y procesos de clasificación no supervisados para identificar las posibles áreas de cultivos y con base en ello se definieron criterios espaciales para clasificar e identificar los huertos familiares, basados en las características propias de los huertos. Se identificó en campo un total de 699 huertos. Por lo tanto, este estudio es una primera aproximación a la identificación de huertos familiares en zonas rurales, y constituye una información de gran utilidad para los gobiernos locales, quienes son los encargados de impulsar estas actividades y a su vez mejorar las condiciones de producción, movilización y comercialización del grupo vulnerable que se dedica a la actividad agrícola de subsistencia. Es así como esta investigación puede ser replicada en diferentes localidades y contextos geográficos.

Abstract: Mapping land use and delimiting study areas in the peripheral zones of cities has been one of the central themes of the literature on urban and territorial studies in Latin American countries with difficult access to data where transformation processes are accelerated. The objective of this study was to propose an applicable methodology for the detection of home garden areas in rural areas of Cuenca. It was based on the use of Sentinel-2 satellite images and unsupervised classification processes to identify possible cultivation areas. Based on this, spatial criteria were defined to classify and identify home gardens, based on the characteristics of the gardens themselves. A total of 699 gardens were identified in the field. Therefore, this study is a first approximation to the identification of home gardens in rural areas and constitutes very useful information for local governments, who are responsible for promoting these activities and in turn improving the production, mobilization, and marketing conditions of the vulnerable group that engages in subsistence agriculture. Thus, this research can be replicated in different localities and geographical contexts.

Resumen En la última década, el marketing digital ha obtenido una atención creciente en la investigación sobre lujo y entre quienes lo practican. Sin embargo, aparentemente, los que han mantenido el paso de la evolución de las tecnologías digitales avanzadas en el marketing de lujo o tienen un conocimiento profundo de cómo implementar estratégicamente el marketing digital en el ámbito del lujo son pocos. Al hacer un inventario de la literatura existente sobre investigación en marketing digital en el mercado de alta gama, este estudio se propone rastrear los cambios en el mismo al considerar temas y cuestiones relacionadas con el lujo. En el artículo figuran contribuciones de un examen del estado del campo del segmento de investigación más Amplio sobre lujo, para el cual se uso el proyector de datos VOSViewer con el cual se identifican los estudios y a los autores que mayor influencia han tenido en este tema. Mediante la combinación de análisis bibliométrico y la revisión de la literatura, el objetivo del presente estudio es mitigar las limitaciones de la revisión tradicional de la literatura (por ej., con sesgo en la interpretación) y obtener hallazgos esclarecedores. Con miras a desarrollar un marco conceptual, identificamos cinco grupos principales de investigación mediante el análisis de las palabras clave que surgieron de las publicaciones destacadas y de los autores influyentes, y la fuerza de las percepciones en relación con las marcas y redes de investigaciones previas. Por último, el estudio ofrece indicaciones detalladas para campos potenciales de investigación que serían sumamente relevantes tanto para los académicos como para quienes realizan el marketing.

Abstract In the past decade, digital marketing has gained an increasing amount of attention in luxury research and among practitioners. However, it appears that few have kept pace with the evolution of advanced digital technologies in luxury marketing or have a thorough understanding of how to implement digital marketing in the luxury field strategically. Taking stock of the extant literature on digital marketing in luxury research, this study aims to track the changes in digital marketing when considering luxury-related topics and issues. Featuring contributions from a state-of-thefield review of the broader luxury research segment, this study uses VOSViewer data visualizer to identify the most influential studies and authors in the field. Through the combination of bibliometric analysis and literature review, this study aims to mitigate the limitations of traditional literature review (e.g. interpretation bias) and obtain insightful findings. With a view to developing a conceptual framework, we identify five major research clusters by analyzing emerging keywords, leading journals, and influential authors, and leveraging insights concerning the trends and networks in previous research. Ultimately, the study offers insightful directions for potential areas of research that would be highly relevant to both academics and practitioners.

Resumen El marketing digital ha jugado un papel muy importante en todas las organizaciones y en las Instituciones de Educación Superior no es la excepción. El objetivo de esta investigación fue realizar un estudio comparativo del uso del marketing digital en cuanto a las redes sociales que han incorporado las universidades de México y Latinoamérica. Se llevó a cabo un estudio sobre las publicaciones en redes sociales que utilizan las universidades de renombre internacional de acuerdo al ranking QS World University Rankings. Para pertenecer a esta lista mundial de prestigio y calidad, se analizan algunos aspectos de las instituciones educativas de nivel superior. Se utilizó la técnica de levantamiento de información y la sistematización de aplicación, la cual tuvo como objeto analizar e informar la práctica inmediata en el uso del marketing digital y las redes sociales en las instituciones educativas. Los principales hallazgos encontrados en esta comparación de las universidades fueron que cada universidad crea sus propios canales de comunicación, pero considerando su público objetivo, como son las generaciones millennial y centennial, que presentan en su uso cotidiano las redes sociales como Facebook, Instagram, Twitter y YouTube.

Abstract Digital marketing has played a very important role in all organizations and Higher Education Institutions is no exception. The objective of this research was to carry out a comparative study of the use of digital marketing, in terms of social networks that have been incorporated by Higher Education Institutions in Mexico and in Latin America. The analysis of the publications in social networks of internationally renowned universities was carried out according to the QS World University Rankings, which to belong to this world list of prestige and quality analyzes some aspects of higher level educational institutions, The systematization of experiences was produced as a data collection technique, whose objective was to interpret and analyze the immediate practice in the use of digital marketing: social networks in educational institutions. The main findings found in this comparison of the universities were that each university creates its own communication channels, but considering its public objective such as the millennial and centennial generations that present social networks such as Facebook, Instagram, Twitter and YouTube in their daily use.

Resumo O marketing digital tem desempenhado um papel muito importante em todas as organizações e as Instituições de Ensino Superior não são exceção. O objetivo desta pesquisa foi realizar um estudo comparativo do uso do marketing digital em termos de redes sociais que foram incorporadas por universidades no México e na América Latina. Foi realizado um estudo sobre as publicações em redes sociais utilizadas por universidades de renome internacional de acordo com o QS World University Rankings. Para pertencer a esta lista mundial de prestígio e qualidade, analisam-se alguns aspectos das instituições de ensino superior. Foi utilizada a técnica de coleta de informações e a sistematização do aplicativo, que teve como objetivo analisar e informar a prática imediata no uso do marketing digital e redes sociais em instituições de ensino. As principais conclusões encontradas nesta comparação das universidades foram que cada universidade cria seus próprios canais de comunicação, mas considerando seu público-alvo, como as gerações milenar e centenária, que apresentam redes sociais como Facebook, Instagram, Twitter em seu uso diário. e YouTube.