espanolEl objetivo de la presente investigacion es desarrollar una estrategia de marketing basada en el uso de Instagram para la empresa de ropa interior Impactex, con su marca lider MAO, en la provincia de Tungurahua, Ecuador. Este proposito ha sido planteado porque se ha detectado que las empresas de ese ramo comercial, ubicadas en la mencionada localidad, no suelen aprovechar los beneficios que ofrece esa red social. Para ello, se utilizaron metodos empiricos y teoricos, asi como distintas metricas (visitas por provincias y genero, numero de seguidores, comentarios, etc.). Para la validacion de la estrategia, el calculo de la muestra se realizo con base en el numero de seguidores de la marca. En tal sentido, la estrategia se planteo en cinco fases: analisis de la situacion inicial, establecimiento del objetivo, elaboracion de la estrategia, plan de accion, evaluacion y control. Los resultados demuestran que en la validacion mediante Iadov se obtuvo una maxima satisfaccion (0.84), lo cual indica que la percepcion de los seguidores de la marca es favorable. En tal sentido, se podria sugerir que la implementacion de este tipo de iniciativas puede resultar valida para otras empresas textiles, de forma que se puedan aumentar el impacto y su presencia en la red social Instagram. EnglishThe objective of this research was to develop a marketing strategy on Instagram, for which the underwear company Impactex was taken as a reference with its leading brand MAO from the province of Tungurahua-Ecuador. The problem that has been detected is the scant use of the Instagram social network in the underwear companies within the province of Tungurahua- Ecuador, as well as the ignorance of the advantages offered by the social channel. For its elaboration empirical and theoretical methods were used, as well as metrics: visits by provinces and gender, number of followers, comments, among others. As well as the calculation of the sample was made based on the number of followers of the brand for the validation of the strategy. As a result of the strategy, five phases were proposed: analysis of the initial situation, establishment of the objective, elaboration of the strategy, action plan, evaluation and control. The results show that the validation through Iadov obtained maximum satisfaction (0.84), which indicates that the perception of the followers of the brand is favorable. In this sense, it could mean that the implementation of this type of initiatives can be valid for other textile companies, so that it can increase the impact and its presence in the Instagram social network. portuguesO objetivo desta pesquisa e desenvolver uma estrategia de marketing baseada no uso de Instagram para Impactex empresa de roupas intimas, com a sua marca lider MAO na provincia de Tungurahua, no Equador. Este proposito foi levantada porque verificou-se que as empresas que negociam ramo, localizado em Lhokseumawe, muitas vezes nao colher os beneficios oferecidos pela rede social. Para isso, foram utilizados metodos empiricos e teoricos, bem como diferentes metricas (visitas por provincias e genero, numero de seguidores, comentarios, etc.). Para a validacao da estrategia, o calculo da amostra foi feito com base no numero de seguidores da marca. Neste sentido, a estrategia foi levantada em cinco fases: analise da situacao inicial, estabelecimento de objetivos, desenvolvimento de estrategia, plano de acao, avaliacao e controlo. Os resultados mostram que a validacao por Iadov maxima satisfacao (0,84) foi obtido, indicando que a percepcao dos seguidores da marca e favoravel. Neste sentido, pode-se sugerir que a implementacao de tais iniciativas podem ser validos para outras empresas texteis, para que possam aumentar o impacto ea presenca na rede social Instagram.

https://dialnet.unirioja.es/descarga/articulo/6619384.pdf

Estrategia de marketing basada en el uso de Instagram para la publicidad de ropa interior en Tungurahua, Ecuador

Este proyecto de investigacion pretendio identificar los factores de aceptacion tecnologica de los chatbots en usuarios de aerolineas colombianas. Este tema tiene relevancia debido al actual contexto economico y social complejo en Colombia por la que pasan todas las empresas en general, pero particularmente las aerolineas colombianas, y como a traves de este tipo de tecnologias de inteligencia artificial vienen generando en sus usuarios respuestas efectivas para comercializar sus servicios digitales y evaluar finalmente la aceptacion tecnologica de los chatbots. Se implemento una metodologia cuantitativa de corte descriptiva, que se va a enfocar en identificar dichos factores de aceptacion tecnologica conforme al proceso de desarrollo e implementacion tecnologica de la plataforma de inteligencia artificial chatbot “Vianca” en el mercado colombiano. Se realizo revision de literatura, construccion y aplicacion de instrumentos de recoleccion de la informacion tipo encuesta y analisis de resultados mediante la comprension de la facilidad de uso, la actitud y la utilidad percibida en los usuarios de la plataforma online. En conclusion, se logro identificar los factores de aceptacion tecnologica de los chatbots en usuarios de aerolineas colombianas generando interaccion directa con la plataforma Vianca.

https://www.escolme.edu.co/revista/index.php/cies/article/download/296/321

Factores de aceptación tecnológica de los Chatbots en usuarios de aerolíneas colombianas

Este articulo se centra en un aspecto comparativamente poco estudiado en la literatura sobre politica en Mexico, relativo al analisis de los cambios significativos en la organizacion, las tacticas y las estrategias de campana del Partido Accion Nacional y del Partido de la Revolucion Democratica en elecciones presidenciales (denominadas usualmente como profesionalizacion de las campanas), ocurridas durante las ultimas dos decadas, y explora sus causas. El estudio muestra que la profesionalizacion de las campanas en Mexico no solo dependio de cambios a gran escala en el sistema politico y en el sistema de medios de comunicacion durante los noventa, sino tambien de los recursos y las caracteristicas organizativas de los partidos politicos (factores especificos a los partidos). This article focuses on an under-researched aspect of the literature on Mexican politics relating to the analysis of major changes in campaign organisation, tactics and strategies of the Partido Accion Nacional and the Partido de la Revolucion Democratica in presidential elections (usually referred to as ‘campaign professionalization’) occurred during the last two decades, and explores their causes. This study shows that the professionalization of presidential campaigns in Mexico was not only driven by large-scale changes in the Mexican party and media systems during the 1990s, but also by a number of parties’ organisational features and resources (party-specific factors).

Marketing político y profesionalización de las campañas electorales presidenciales del Partido Acción Nacional y del Partido de la Revolución Democrática, 1994-2006

En este estudio se presentan los resultados de la implementación del uso de WhatsApp para el mejoramiento de la destreza del Speaking como un modelo de integración de las Tecnologías de la información y la Comunicación, TIC, en los procesos académicos de la Escuela Superior Politécnica de Chimborazo, en el cual se comprobó que 44 estudiantes del nivel A2 de inglés incrementaron su nivel de conocimientos. Por lo que la mayoría de los estudiantes intervenidos afirman que los componentes pedagógicos de la aplicación son exitosos para mejorar la destreza del Speaking. Palabras clave: Speaking, Inglés, WhatsApp ABSTRACT:

Mejoramiento del Speaking en el idioma inglés con el uso de WhatsApp

The present work aims to analyze the Marketing of influence in Ecuador from an exploratory approach, which allows to know the use and adaptation of it; as well as the digital media used for it.
The theoretical foundation investigates the contributions of several authors on influence marketing and influencers; through a bibliographic analysis through articles, publications and books where relevant information is obtained in order to achieve the objectives set. Which allowed defining key elements to evaluate in the survey.
The results include the main contribution of this research is the diagnosis of influence marketing in Ecuador, establish how it is applied and the types of influencers that exist in the country. In addition, a profile will be proposed with the characteristics that an influencer must have in the Ecuadorian environment.
As conclusions and recommendations show in summary that influence marketing is essential to reach a specific audience through digital media; becoming a vital tool to attract new customers and consolidate existing ones.

Marketing de influencia en el Ecuador: un enfoque exploratorio

This study seeks to propose a strategy for electoral advertising based on proximity marketing. It arises as a response to the problem detected through direct observation and structured interviews with specialists (experts in electoral marketing, politicians, publicists and ICT leaders) which evidenced the lack of technological tools for electoral advertising such as proximity marketing. In addition, theoretical methods and documentary analysis were used. The results include a proposed strategy with the following phases: search for a supplier, planning, multimedia documents, technological conditions, implementation, control.

/pdf/electoral-advertising-based-on-proximity-marketing-1duorsla51.pdf

Electoral Advertising Based on Proximity Marketing

The objective of the research is to develop a methodological strategy based on Information and Communication Technologies for the improvement of the oral expression of English language, in students of the upper basic level with ages between 14 and 15 years in the area Latacunga – Ecuador. The methodology applied in the research is based on the documental compilation and bibliographic information investigated under the Perish technological tool, the methods are synthesis-analysis, inductive-deductive, with a diagnosis based on direct observation technique and surveys to teachers and students. The reliability of the instruments was carried out through Cronbach's Alpha, all this to achieve a deep knowledge about the main characteristics of the study topic. Within the results, the author proposes a methodological strategy based on information and communication technologies with the following phases: Diagnosis, Planning, Application and Control, as well as, determining the importance of oral expression in the educational environment as in other contexts and the relevance of the use of technological tools to establish dynamic, attractive learning, according to the educational needs of a current student population.

/pdf/estrategia-metodologica-basada-en-tecnologias-de-la-tvz55pulcq.pdf

Estrategia metodológica basada en tecnologías de la información y comunicación en expresión oral del idioma inglés

This research proposes the use of business simulators as a business teaching-learning strategy in the Business Administration Degree in a Higher Education Institution in Ecuador. The problematic situation that is evident is that the modules or subjects related to business negotiation are dictated in a theoretical way, but an adequate practical teaching process is not carried out, which triggers a deficit in the development of skills adjusted to the academic performance of the students and future professionals. For the elaboration of the content, documents in Spanish and English were registered in databases such as Springer, Scopus, Scielo, Web of Science, Redalyc, EBSCO among others Interviews and direct observation were also used, with which evidence was found under the use index of the technological tool. Finally, 5 stages were proposed for the elaboration of the strategy: diagnosis, preparation, planning, execution, evaluation, and control.

/pdf/business-simulator-as-a-business-teaching-learning-strategy-4hd4xi5jx0.pdf

Business Simulator as a Business Teaching-Learning Strategy

This document is the result of a descriptive research on and analysis of hierarchical conglomerates. Its purpose is to investigate the current state of Cloud Computing (CC) use in small and medium enterprises (SMEs) in the city of Latacunga, Ecuador. The construction of the instrument was based on the planning, application, analysis and validation of a questionnaire using Kuder Richarson 20 (KR20), which resulted in 0.81. The SPSS and Nvivo software were used with the participation of 43 SMEs from productive sectors, such as agriculture, manufacturing, commerce and service. The questionnaire was made up of 17 questions, grouped in two parts for the Department of Information Technology (IT) and administrative personnel. The results show that 65.1% know about CC, however, a low applicability is evident. A set of more relevant questions determines the decision making of the use of Cloud Computing in SMEs.

/pdf/current-status-of-the-use-of-cloud-computing-in-smes-in-the-3uyq8xsuzg.pdf

Current Status of the Use of Cloud Computing in SMEs in the City of Latacunga, Ecuador

En la actualidad, crear valor agregado y alcanzar nuevas experiencias para el consumidor, potenciadas con inteligencia artificial (IA) se ha convertido en un determinante que puede propiciar ventaja competitiva empresarial. Es por ello que, el objetivo del presente estudio es la revision de la literatura respecto a las tecnologias de la IA aplicadas al marketing, con el que se beneficiaran tanto la comunidad cientifica como las empresas en la toma de decisiones estrategicas para publicidad orientada a los gustos del cliente. En este sentido, se describe los principales aportes teoricos, surgimiento, desarrollo, tendencia, perspectivas, componentes, y las contribuciones de las tecnologias de la IA en el marketing. Con este fin, se evaluaron documentos en espanol e ingles en bases de datos como: Google Academico y Microsoft Academic Search, apoyandose de la herramienta Perish para su busqueda. Finalmente, se destaca entre otras, la tecnologia aprendizaje automatico (machine learning) y procesamiento del lenguaje natural (PLN), capaces de potenciar la fidelizacion de los mercados metas seleccionados.

Patricio Medina-Chicaiza

Papers

Electoral Advertising Based on Proximity Marketing

Estrategia metodológica basada en tecnologías de la información y comunicación en expresión oral del idioma inglés

Business Simulator as a Business Teaching-Learning Strategy

Current Status of the Use of Cloud Computing in SMEs in the City of Latacunga, Ecuador

Tecnologías en la inteligencia artificial para el Marketing: una revisión de la literatura