Abstract This work presents the real story of Dona Diva, a semi-jewelry company operating in e-commerce and serving the entire national territory, both in wholesale and retail. This study focuses on highlighting the digital marketing strategies implemented by the company's founders and its marketing and sales team. Within this context, the primary objective is to investigate the importance of digital marketing and social media in showcasing the advantages and disadvantages (especially when misapplied) of these marketing and communication channels between the company and its customers. The central dilemma of the case is: *How can content be created for two distinct channels, with different characteristics and interests (B2B and B2C), to drive e-commerce sales for both?* The case was built using primary sources, through interviews with the company's founders, as well as secondary sources. The names of the founders, the company, and the originality of the story were faithfully preserved throughout.

Resumo Este trabalho apresenta a história real da Dona Diva, uma empresa do ramo de semijoias que opera no e-commerce e está presente em todo território nacional, tanto no atacado quanto no varejo. O foco é apresentar as estratégias de marketing digital utilizadas pelos sócios e pela equipe de marketing e vendas da empresa. Neste contexto, o principal objetivo é investigar a importância do marketing digital e das mídias sociais para expor os benefícios e malefícios (quando não aplicados de forma correta) desses canais de marketing e comunicação entre a empresa e seus clientes. O dilema do caso é: Como gerar conteúdo para dois canais distintos, com particularidades e interesses diferentes (B2B e B2C), para vender por meio do e-commerce, para ambos? O caso foi construído a partir de fontes primárias, com entrevistas com os fundadores da empresa, e de fontes secundárias. Os nomes dos sócios, da empresa, e a originalidade da história foram mantidos fiéis em todos os momentos.

Abstract The present study examines Instagram as a strategic tool for communication and brand positioning in the fashion industry, focusing on the accounts of Ropa Gallardo and Afrikana. This research is justified by the rise of digital marketing and the need to design effective strategies on visual platforms like Instagram, which have redefined interactions between brands and audiences. The objectives are to analyze the communication strategies implemented, identify the most effective tactics, and evaluate the impact of these actions on market positioning. The adopted methodology is mixed, combining quantitative and qualitative analyses. Over 2,400 posts from both brands between 2023 and 2024 were examined, analyzing variables such as content formats, posting frequency, hashtag usage, and interaction rates. The analysis focused on identifying engagement patterns and the effectiveness of the implemented strategies. Among the findings, Afrikana stood out for achieving higher engagement proportional to its follower base, driven by the use of formats such as Reels and personal narratives. Ropa Gallardo, despite having a larger number of followers and posts, showed a lower interaction rate. Afrikana recorded a 67,6% increase in its follower base, while Ropa Gallardo grew by 5,6%. The study concludes that the use of emotional narratives, storytelling, and collaborations with influencers are essential to enhancing engagement and brand positioning.

Resumen Esta investigación aborda el análisis de Instagram como herramienta estratégica para la comunicación y el posicionamiento de marcas de moda, tomando como objeto de estudio las cuentas de Ropa Gallardo y Afrikana. Este trabajo se justifica por el auge del marketing digital y la necesidad de diseñar estrategias efectivas en plataformas visuales como Instagram, que han redefinido la interacción entre marcas y audiencias. Los objetivos planteados son analizar las estrategias comunicativas implementadas, identificar las tácticas más efectivas y evaluar el impacto de estas acciones en su posicionamiento de mercado. La metodología adoptada es de tipo mixto, combinando análisis cuantitativo y cualitativo. Se examinaron más de 2400 publicaciones realizadas por ambas marcas entre 2023 y 2024, analizando variables como formatos de contenido, frecuencia de publicación, uso de hashtags y tasas de interacción. El análisis se centró en identificar patrones de engagement y efectividad de las estrategias implementadas. Entre los hallazgos, Afrikana destacó por un mayor engagement proporcional a su base de seguidores, favorecido por el uso de formatos como Reels y narrativas personales. Ropa Gallardo, a pesar de su mayor número de seguidores y publicaciones, mostró una tasa de interacción menor. Afrikana registró un crecimiento del 67,6 % en su base de seguidores, mientras que Ropa Gallardo creció un 5,6 %. La investigación concluye que el uso de narrativas emocionales, storytelling y colaboraciones con influencers son fundamentales para potenciar el engagement y el posicionamiento de marca.

Resumen El crecimiento de las redes sociales digitales como Instagram en los últimos años ha sido acompañado por la proliferación de cuentas privadas y comerciales que utilizan dicha red como canal de venta y comercialización de productos y servicios. Dentro del campo de los servicios de cuidado personales el mundo de las intervenciones corporales como los tatuajes ha encontrado en el espacio virtual maneras específicas de inserción laboral, de acceso a la información y de sociabilidad laboral, especialmente en el caso de las mujeres y diversidades sexo genéricas que acceden a esta red social. A lo largo de un trabajo de campo cualitativo iniciado en 2022, se realizaron entrevistas en profundidad con tatuadoras mujeres y diversidades, así como observación de espacios de trabajo y ferias, y también, el seguimiento de las cuentas de Instagram de las personas entrevistadas y del registro de sus experiencias de trabajo en ellas. En este artículo nos proponemos indagar en las trayectorias de formación y trabajo de las tatuadoras entrevistadas, para dar cuenta de las modalidades bajos las cuales acceden al campo del tatuaje, las vías de profesionalización, las condiciones de trabajo y sus características particulares (estéticas, cuidados, seguridad, relación con los clientes vinculado al trabajo emocional). Nos preguntamos de qué manera se construye una modalidad laboral que encuentra en las redes sociales digitales una forma específica no solo de visibilización sino también de trabajo. En este texto sostenemos que resulta central analizar este mundo de trabajo a partir de la simultaneidad del trabajo off line (caracterizado por el momento de la realización del tatuaje) y el trabajo on line que las tatuadoras realizan en el marco de lo requerido en sus cuentas de Instagram.

Resumo O crescimento das redes sociais digitais como o Instagram nos últimos anos tem sido acompanhado pela proliferação de contas privadas e comerciais que utilizam esta rede como canal de venda e marketing de produtos e serviços. Dentro do campo dos serviços de cuidados pessoais, o mundo das intervenções corporais como as tatuagens tem encontrado no espaço virtual formas específicas de inserção laboral, acesso à informação e sociabilidade laboral, sobretudo no caso das mulheres e das diversidades de género que acedem a esta rede social. Ao longo de um trabalho de campo qualitativo iniciado em 2022, foram realizadas entrevistas em profundidade com mulheres e tatuadoras da diversidade de género, bem como observação de espaços de trabalho e feiras, e ainda, o acompanhamento das contas de Instagram das entrevistadas e o registo das suas experiências de trabalho nas mesmas. Perguntamo-nos como se constrói uma modalidade de trabalho que encontra nas redes sociais digitais uma forma específica não só de visibilidade mas também de trabalho. Neste texto defendemos que é central analisar este mundo do trabalho a partir da simultaneidade entre o trabalho off-line (caracterizado pelo momento da tatuagem) e o trabalho on-line que os tatuadores realizam no âmbito do que é requerido nas suas contas de Instagram.

Abtract The growth of digital social networks such as Instagram in recent years has been accompanied by the proliferation of private and commercial accounts that use this network as a sales and marketing channel for products and services. Within the field of personal care services, the world of body interventions such as tattoos has found in the virtual space specific ways of labor insertion, access to information and labor sociability, especially in the case of women and gender diversities that access this social network. Throughout a qualitative fieldwork initiated in 2022, in-depth interviews were conducted with women tattoo artists and diversities, as well as observation of workspaces and fairs, and also, the monitoring of the Instagram accounts of the interviewees and the record of their work experiences in them. In this article, we investigate the training and work trajectories of the tattoo artists interviewed, to account for the modalities under which they access the field of tattooing, the ways of professionalization, the working conditions and their particular characteristics (aesthetics, care, safety, relationship with customers linked to emotional work). We interrogate about the construction of a work modality that finds in digital social networks a specific form not only of visibility but also of work. In this text we argue that it is central to analyze this world of work from the simultaneity of offline work (characterized by the moment of tattooing) and online work that tattoo artists perform in the context of what is required in their Instagram accounts.

RESUMO O estudo objetivou identificar as definições e compreensões existentes sobre Medicamentos de Alto Custo (MAC) na produção científica e acadêmica brasileira relacionada à judicialização de medicamentos. A revisão de escopo seguiu a metodologia proposta pelo Joanna Briggs Institute. As bases bibliográficas Medline, Embase, Lilacs, Web of Science e Scopus, e a Biblioteca Digital de Teses e Dissertações foram pesquisadas em busca de estudos empíricos relacionados à judicialização de medicamentos que incluíssem MAC, publicadas ou defendidas no período de 2005–2022. Foram incluídos 62 artigos científicos e 66 dissertações e teses. Definições explícitas de MAC foram muito pouco frequentes nos estudos incluídos e estavam presentes em apenas 19,1% dos artigos e 15,2% dos produtos acadêmicos. Núcleos de significado mais presentes estavam relacionados ao alto custo unitário do medicamento ou medicamentos com valor total de tratamento elevado, decorrentes da cronicidade da doença, produzindo impacto financeiro no orçamento familiar. Outras relações de sentido foram: medicamentos ‘novos’, sem registro sanitário no País, fora das listas de financiamento, com foco em doenças raras e genéticas ou com especificidades relativas à sua aquisição e dispensação. A imprecisão conceitual identificada dificulta uma visão mais clara da importância desse grupo no cenário da judicialização de medicamentos no Brasil.

ABSTRACT The study aimed to single out definitions and interpretations regarding high-cost medicines in the scientific and academic literature on health litigation. A scoping review followed the methodology proposed by the Joanna Briggs Institute. MEDLINE, EMBASE, LILACS, Web of Science and Scopus, and the Digital Library of Dissertations and Theses were searched for empirical studies on litigation for access to medicines that included high-cost drugs, published or presented between 2005 and 2022. A total of 62 scientific papers and 66 dissertations and theses were selected. Explicit definitions of high-cost medicines were scarce, presented in just 19.1% of papers and 15.2% of the academic output. Among the most available core themes were those related to high unit or overall treatment cost of medicines, resulting from chronic conditions, and generating financial impact on household budgets. Other patterns of meaning that emerged were: ‘new’ medicines without marketing approval in the country, medicines absent from funding lists, drugs for genetic or rare diseases, or those with specificities regarding procurement or dispensing. Conceptual imprecision in the field of high-cost drugs hinders a clear viewpoint of the importance of this group of medicines in the scenario of health litigation in Brazil.

RESUMO O estudo objetivou identificar as definições e compreensões existentes sobre Medicamentos de Alto Custo (MAC) na produção científica e acadêmica brasileira relacionada à judicialização de medicamentos. A revisão de escopo seguiu a metodologia proposta pelo Joanna Briggs Institute. As bases bibliográficas Medline, Embase, Lilacs, Web of Science e Scopus, e a Biblioteca Digital de Teses e Dissertações foram pesquisadas em busca de estudos empíricos relacionados à judicialização de medicamentos que incluíssem MAC, publicadas ou defendidas no período de 2005–2022. Foram incluídos 62 artigos científicos e 66 dissertações e teses. Definições explícitas de MAC foram muito pouco frequentes nos estudos incluídos e estavam presentes em apenas 19,1% dos artigos e 15,2% dos produtos acadêmicos. Núcleos de significado mais presentes estavam relacionados ao alto custo unitário do medicamento ou medicamentos com valor total de tratamento elevado, decorrentes da cronicidade da doença, produzindo impacto financeiro no orçamento familiar. Outras relações de sentido foram: medicamentos ‘novos’, sem registro sanitário no País, fora das listas de financiamento, com foco em doenças raras e genéticas ou com especificidades relativas à sua aquisição e dispensação. A imprecisão conceitual identificada dificulta uma visão mais clara da importância desse grupo no cenário da judicialização de medicamentos no Brasil.

ABSTRACT The study aimed to single out definitions and interpretations regarding high-cost medicines in the scientific and academic literature on health litigation. A scoping review followed the methodology proposed by the Joanna Briggs Institute. MEDLINE, EMBASE, LILACS, Web of Science and Scopus, and the Digital Library of Dissertations and Theses were searched for empirical studies on litigation for access to medicines that included high-cost drugs, published or presented between 2005 and 2022. A total of 62 scientific papers and 66 dissertations and theses were selected. Explicit definitions of high-cost medicines were scarce, presented in just 19.1% of papers and 15.2% of the academic output. Among the most available core themes were those related to high unit or overall treatment cost of medicines, resulting from chronic conditions, and generating financial impact on household budgets. Other patterns of meaning that emerged were: ‘new’ medicines without marketing approval in the country, medicines absent from funding lists, drugs for genetic or rare diseases, or those with specificities regarding procurement or dispensing. Conceptual imprecision in the field of high-cost drugs hinders a clear viewpoint of the importance of this group of medicines in the scenario of health litigation in Brazil.

RESUMO Introdução: A produção intelectual sobre Gestão do Conhecimento manifesta-se em pesquisas de várias áreas do conhecimento como Administração, Gestão, Ciência da Informação, Marketing entre outras, que tem como foco a manutenção das organizações e empresas no segmento de mercado em que atuam. Objetivo: analisar o desenvolvimento tecnológico e inovação, a partir das produções de patentes sobre gestão do conhecimento Metodologia: Estudo patentométrico que utiliza termo de busca “knowledge management” na base de dados Derwent Index Innovation para coleta de dados relacionados as patentes sobre gestão do conhecimento obtendo um total de 1311 resultados. Em conseguinte foram analisadas a evolução temporal da solicitação de patentes, as principais áreas das patentes, a coocorrência entre as classificações internacional de patentes e a cooperação entre organizações ou inventores. Resultados: verificou-se uma crescente solicitação de patentes em Gestão do Conhecimento entre 1992 e 2024 em que as áreas de conhecimento de maior concentração são engenharia e Ciência da Computação e os códigos de classificação internacional de patentes mais representativos são: G06N, G06F, G06Q e H04L. Com relação a cooperação entre. As principais cooperações se deram entre as organizações IBMC, Hitachi Ltd., Hewlett-Packard Company e Oracle. Conclusão: A solicitação de patentes em gestão do conhecimento encontra-se em pleno crescimento em que algumas organizações se destacam perante as demais e as patentes referem-se, principalmente, ao desenvolvimento de artefatos e/ou processos industriais relacionados a Engenharia e Computação, cujas classificações são representadas pelas classificações G06F, G06Q, G06N e H04L.

ABSTRACT Introduction: Intellectual production on Knowledge Management is evident in research across various fields such as Administration, Management, Information Science, Marketing, among others, focusing on sustaining organizations and companies within their market segments. Objective: To analyze technological development and innovation based on patent productions in knowledge management. Methodology: A patentometric study utilizing the search term “knowledge management” in the Derwent Index Innovation database for data collection related to patents on knowledge management, resulting in a total of 1311 results. Subsequently, the temporal evolution of patent applications, main patent areas, co-occurrence among international patent classifications, and cooperation among organizations or inventors were analyzed. Results: A growing trend of patent applications in Knowledge Management was observed between 1992 and 2024, with engineering and Computer Science being the areas of highest concentration and the most representative international patent classification codes being: G06N, G06F, G06Q, and H04L. Regarding cooperation, major collaborations occurred among organizations such as IBMC, Hitachi Ltd., Hewlett-Packard Company, and Oracle. Conclusion: Patent applications in knowledge management are experiencing significant growth, with certain organizations standing out, particularly in the development of artifacts and/or industrial processes related to Engineering and Computing, represented by classifications G06F, G06Q, G06N, and H04L.

RESUMEN La pandemia de COVID-19 afectó gravemente al sector turístico de Encarnación, Paraguay, obligando a las Micro, Pequeñas y Medianas empresas (MiPyME) a buscar soluciones tecnológicas para sobrevivir. En 2022, se realizó una investigación para analizar su madurez digital. Usando una metodología mixta, cuantitativa y cualitativa, se aplicó un cuestionario basado en la herramienta Chequeo Digital del BID y se realizaron entrevistas a gerentes y empleados sobre sus prácticas digitales. La muestra incluyó 21 MiPyME turísticas de Encarnación, seleccionadas al azar y estratificadas por tipo de negocio. Los resultados mostraron que la mayoría de estas MiPyME son hoteles unipersonales, y casi el 50% está en un nivel inicial de madurez digital. Esto subraya la necesidad urgente de implementar herramientas digitales para mejorar la productividad. Se concluye que el bajo nivel de madurez digital de estas MiPyME limita su competitividad en el mercado global. Se recomienda programas de formación, apoyo financiero, estrategias de marketing digital y redes colaborativas para mejorar su situación. Estos hallazgos son cruciales para las MiPyME, los gobiernos y las organizaciones que apoyan el sector turístico.

ABSTRACT The COVID-19 pandemic severely affected the tourism sector of Encarnación, Paraguay, forcing Micro, Small and Medium Enterprises (MSMEs) to look for technological solutions to survive. In 2022, an investigation was carried out to analyze its digital maturity. Using a mixed, quantitative and qualitative methodology, a questionnaire based on the IDB's Digital Checkup tool was applied and interviews were conducted with managers and employees about their digital practices. The sample included 21 tourism MSMEs from Encarnación, selected at random and stratified by type of business. The results showed that the majority of these MSMEs are one-person hotels, and almost 50% are at an initial level of digital maturity. This underlines the urgent need to implement digital tools to improve productivity. It is concluded that the low level of digital maturity of these MSMEs limits their competitiveness in the global market. Training programs, financial support, digital marketing strategies and collaborative networks are recommended to improve your situation. These findings are crucial for MSMEs, governments and organizations that support the tourism sector.

RESUMEN La presente investigación determina la relación entre el Marketing Digital (MD) y el Posicionamiento de Marca (PM) en una empresa de transporte, Chiclayo-Perú. El estudio adoptó un enfoque, corte transversal y descriptivo-correlacional. Se utilizó una muestra censal encuestando a 70 pajeros en el 2024. Los criterios de inclusión fueron hombres y mujeres que oscilan entre los 18 a 60 años y que han utilizado el servicio de taxis en los últimos tres meses. Se utilizó un cuestionario compuesto por 2 variables y 24 ítems (Marketing digital [12] y Posicionamiento de Marca [12]. La confiabilidad se evaluó con el coeficiente Alfa de Cronbach para la MD (0.71) y PM (0.61). Se empleó el SPSS v25, las pruebas de normalidad de Shapiro-Wilk y de correlación de Pearson o Spearman. Los resultados revelaron una correlación positiva significativa entre el MD y el PM, con un coeficiente de correlación de Pearson de 0.88. Este hallazgo indica que las tácticas de marketing digital efectivas están directamente relacionadas con la mejora en la percepción de la marca en el mercado. En conclusión, se subraya la influencia de implementar estrategias de marketing digital innovadoras y personalizadas para fortalecer el posicionamiento de marca.

ABSTRACT This research determines the relationship between Digital Marketing (MD) and Brand Positioning (PM) in a transportation company, Chiclayo-Peru. The study adopted a cross-sectional and descriptive-correlational approach. A census sample was used, surveying 70 passengers in 2024. The inclusion criteria were men and women ranging from 18 to 60 years old and who have used the taxi service in the last three months. A questionnaire was used consisting of 2 variables and 24 items (Digital Marketing [12] and Brand Positioning [12]. Reliability was evaluated with Cronbach's Alpha coefficient for MD (0.71) and PM (0.61). SPSS v25, Shapiro-Wilk normality tests and Pearson or Spearman correlation. The results revealed a significant positive correlation between the MD and the PM, with a Pearson correlation coefficient of 0.88. Effective digital marketing is directly related to improving the perception of the brand in the market. In conclusion, the influence of implementing innovative and personalized digital marketing strategies to strengthen brand positioning is highlighted.

Abstract Purpose This study develops and validates a measurement scale for assessing the corporate image of companies that use data-driven marketing in their decision-making and actions in online retailing. Theoretical framework The study is grounded in theories of corporate image and consumer behaviour, integrating concepts of data-driven marketing and privacy to develop the DDMI scale. Design/methodology/approach A mixed methods approach is employed, beginning with a deductive literature review and qualitative expert interviews to generate scale items, followed by a pilot study and a large-scale survey of 301 consumers via Amazon MTurk. Exploratory and confirmatory factor analyses are conducted to validate the scale. Findings DDM strategies significantly affect how customers perceive a company’s image. The DDMI provides a validated scale that measures aspects that are important to customers, such as privacy concerns and personalised customer experience. It reveals that effective communication, efficient payment processes and robust customer support are vital for a positive corporate image. Practical & social implications of research The study offers a novel tool to assess corporate image in environments characterised by high data usage. It enables companies to refine their DDM strategies by identifying how specific practices affect consumer perceptions. Originality/value This research introduces the first validated scale to measure consumer perceptions of corporate image in DDM contexts. It advances marketing theory by capturing key dimensions of the digital era, personalisation, privacy and support.

Resumo Os produtores de plantas ornamentais ganharam benefícios e experiência substanciais em vendas on-line, expandindo seus negócios até mesmo para mercados de exportação, desde a pandemia da COVID-19. No entanto, nem todos os produtores possuem a mesma capacidade de acompanhar as tendências da tecnologia da informação. Este estudo desenvolveu um modelo de aprendizagem social com o objetivo de abordar os desafios de alfabetização digital enfrentados pelos produtores de plantas ornamentais na região de Bogor. Uma amostra de 210 produtores de plantas ornamentais foi selecionada por amostragem aleatória simples. Os dados foram coletados por meio de questionários e analisados usando PLS-SEM 3.0 para examinar o impacto de fatores ambientais nos comportamentos dos produtores no uso de mídias sociais para marketing digital. O modelo de aprendizagem social incluiu canais diretos, canais mediados socialmente e autoeficácia. As descobertas revelaram que a integração de mídias sociais em sistemas sociais aumentou significativamente a autoeficácia e influenciou diretamente o engajamento dos produtores no uso de tais plataformas de comércio eletrônico. O estudo concluiu que utilizar mídias sociais dentro de estruturas comunitárias, especialmente por meio de uma abordagem orientada para o grupo, prova ser mais eficaz do que esforços individuais para motivar produtores de plantas ornamentais a adotar o marketing digital por meio de plataformas de mídia social.

Abstract Ornamental plant farmers have gained substantial benefits and experience in online sales, even expanding into export markets since the COVID-19 pandemic. However, not all farmers possess the same capacity to keep pace with information technology trends. This study develops a social learning model aimed at addressing the digital literacy challenges faced by ornamental plant farmers in Bogor regency. A sample of 210 ornamental plant farmers was selected through simple random sampling. Data was gathered through questionnaires and analyzed using PLS-SEM 3.0 to examine the impact of environmental factors on farmer behaviors in using social media for digital marketing. The social learning model included direct channels, social mediated channels, and self-efficacy. Findings revealed that integrating social media into social systems significantly enhanced self-efficacy and directly influenced farmers’ engagement in using such e-commerce platforms. The study concluded that utilizing social media within community structures, especially through a group oriented approach, proves to be more effective than individual efforts in motivating ornamental plant farmers to adopt digital marketing through social media platforms.

The collapse of Zimbabwe's economy in the 2000s resulted in the country relying largely on food imports from other countries, especially from South Africa. Informal cross-border traders (ICBTs) have become crucial players in the country's food economy, playing an important role in the importation of food as well as its retail across the country. Cross-border trading also provides employment opportunities to a large number of people in the country, especially women, in an environment of depressed economic opportunities. The paper relies on data from a variety of sources, including surveys by the Southern African Migration Programme (SAMP) as well as document analysis to demonstrate the role played by ICBTs in the country's food economy. It also assesses how ICBTs were affected by the COVID-19 pandemic and examines their strategies employed to continue their business activities during the time of mobility restrictions. More importantly, it demonstrates how the lack of understanding of the contribution of ICBTs to employment generation and urban food security has led to the adoption of policies and practices that do not accommodate informal food trading in the country's urban landscape. The paper also discusses how informal cross-border trading (ICBT) and informal food trading in Zimbabwe have changed in the post-COVID-19 period and sets a research agenda on understanding the role of ICBT in the economies of countries in the Global South.

Abstract Purpose: Conduct a literature review on Digital Marketing in Small and Medium Enterprises (SMEs) and the internationalization of companies to identify gaps in existing research. Methodology: Research documentary type, which consists of a scientific, systematic, and objective method of searching and collecting data, 41 articles related to Digital Marketing, SMEs, internationalization, obstacles, and alternatives to adopting an internationalization approach were reviewed. Results: The articles reviewed came from various countries, such as Colombia, the United Kingdom, Spain, Germany, Indonesia, Sweden, Italy, Bangladesh, India, among others. Digital Marketing, driven by Information and Communication Technologies (ICT), can be carried out anywhere in the world at any time, which represents an advantage to transform business models and achieve the internationalization of SMEs. Implications: A gap in the literature was identified in relation to the lack of longitudinal studies in specific sectors that include SMEs in their dynamic and competitive environment. Value: The article offers an exhaustive review of the literature about digital marketing, ICT, internationalization, SMEs, and contributes to strengthening the knowledge of professionals, businessmen and students who are interested in the topics, to carry out future research.

Resumen Propósito: Realizar una revisión de la literatura sobre Marketing Digital en las Pequeñas y Medianas Empresas (PYMES), y la internacionalización de estas para identificar lagunas en la investigación existente. Metodología: Investigación de tipo documental, que consiste en un método científico sistemático y objetivo de búsqueda, y de recopilación de datos. Se revisaron 42 artículos relacionados con el Marketing Digital, las PYMES, la internacionalización, los obstáculos y las alternativas para adoptar un enfoque de internacionalización. Resultados: Los artículos revisados son de diversos países como Colombia, Reino Unido, España, Alemania, Indonesia, Suecia, Italia, Bangladesh, India, entre otros. El Marketing Digital, impulsado por las Tecnologías de la Información y la Comunicación (TIC), puede llevarse a cabo en cualquier parte del mundo y en todo momento, lo que representa una ventaja para transformar los modelos de negocio y lograr la internacionalización de las PYMES. Implicaciones: Se identificó una brecha en la literatura con relación a la falta de estudios longitudinales en sectores específicos, que incluyan PYMES en su entorno dinámico y competitivo. Valor: El artículo ofrece una revisión exhaustiva de la literatura acerca del marketing digital, las TIC, la internacionalización, PYMES, y contribuye a fortalecer el conocimiento a profesionales, empresarios y estudiantes que tengan interés en los temas mencionados, para realizar investigaciones futuras.

Resumen TikTok se ha transformado en uno de los canales de comunicación más empleados por la relevancia de su contenido. Las herramientas propias de la red han revolucionado la forma en que las personas realizan sus prácticas cotidianas. Esta investigación tiene por objeto analizar la literatura existente sobre la incidencia de TikTok en el comportamiento para identificar brechas del conocimiento que determinen futuras líneas de investigación con énfasis en Ecuador y la región. La metodología empleada consiste en un estudio bibliométrico en SCOPUS que incluyó a 891 papers de los cuales se tomaron 29 para el análisis específico. Los resultados presentan una incidencia de la red social TikTok sobre el comportamiento de los usuarios en cuanto a consumo, orientación política, estrategias de estudio, entre otras decisiones. Se concluye en la influencia que tiene TikTok en las tendencias globales y su efecto sobre los consumidores. Se recomienda profundizar en estudios específicos que indiquen cómo afecta la red social a las decisiones de consumo y las percepciones de marca locales.

Abstract TikTok has become one of the most widely used communication channels due to the relevance of its content. The platform’s tools have revolutionized the way people engage in their daily practices. This research aims to analyze the existing literature on TikTok’s incidence on behavior to identify knowledge gaps that could guide future research lines, with a focus on Ecuador and the region. The methodology used consists of a bibliometric study on SCOPUS, which included 891 papers, of which 29 were selected for specific analysis. The results show an incidence of the TikTok social network on user behavior in terms of consumption, political orientation, study strategies, and other decision-making areas. The study concludes that TikTok influences global trends and impacts consumer behavior. Further studies are recommended to explore how the platform affects consumption decisions and local brand perceptions.

Resumen El presente artículo tiene como finalidad estructurar una visión general sobre el streaming de videojuegos como agente generador de empleo y nuevas carreras profesionales en el Ecuador. En la metodología se planteó un diseño no experimental de alcance descriptivo y correlacional, de enfoque mixto, empleando el método Delphi en el componente cualitativo, mientras que se ejecutaron encuestas para solventar el componente cuantitativo. En este sentido, se pudo observar una mayor participación de la generación Z y millennials en este tipo de actividades, lo que a su vez refleja el interés por formar parte del streaming de videojuegos, mientras que otros que ya son usuarios han percibido un aporte o beneficio económico por jugar o crear contenido. Además, se resalta al género masculino como el principal participante en estas plataformas. Se concluyó que hay relación entre las personas que dedican horas a los videojuegos y el deseo de obtener réditos económicos a través de este modelo de negocio. De igual forma se observa una tendencia de los gamers en profesionalizarse en carreras de marketing digital y producción audiovisual y multimedia, lo cual sirve para que las instituciones de educación superior ajusten y fortalezcan los programas académicos relacionados, así como enfocar de manera más efectiva sus estrategias de marketing hacia este público objetivo.

Abstract This article aims to structure an overview of video game streaming as a generator of employment and new professional careers in Ecuador. In the methodology, a non-experimental design of descriptive and correlational scope was proposed, using a mixed approach, with the Delphi method in the qualitative component. At the same time, surveys were executed to solve the quantitative component. In this sense, it was possible to observe a greater participation of Generation Z and Millennials in this type of activity, which in turn reflects the interest in being part of video game streaming. In contrast, others are already users and have perceived a contribution or economic benefit for playing or creating content. In addition, the male gender is highlighted as the main participant in these platforms. It was concluded that there is a relationship between people who dedicate hours to video games and the desire to obtain economic income through this business model, and there is also a tendency for gamers to become professionals in digital marketing and audiovisual and multimedia production careers.

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.