Diginomics is an international peer-reviewed journal dedicated to digital business and the digital economy. We explore the impact of technologies on business models, fintech, e-commerce, and AI, bridging the gap between theoretical research and practical applications in the evolving digital landscape.
The article is distributed under the Creative Commons Attribution 4.0 License. Unless otherwise stated, associated published material is distributed under the same licence.
Digital strategy for the growth of micro and small enterprises: the case of Gusto Amazónico in Tarapoto
The research analyzed the influence of a marketplace on the commercial performance of the company Gusto Amazónico, located in Tarapoto, during 2020. The study was based on the observation that digital transformation and e-commerce had significantly changed the way companies interacted with their customers and managed their operations. International, national, and local background information was reviewed, demonstrating that the adoption of digital trading platforms expanded market reach, optimized internal processes, reduced costs, and strengthened customer relationships. Marketplaces were identified as a particularly advantageous strategy for micro and small businesses with physical infrastructure limitations, as they allowed them to access more consumers without high investments in premises or personnel. In the specific case of Gusto Amazónico, it was determined that the implementation of a marketplace could facilitate expansion into new markets, diversification of sales channels, and improvement in order and inventory management. Likewise, the incorporation of methodologies such as Lean Startup and Lean Canvas provided an agile framework for designing, validating, and adjusting the business model, reducing risks and promoting continuous learning. In conclusion, it was established that the adoption of a marketplace, together with digital marketing and customer relationship management strategies, had the potential to become a catalyst for the company's sustainable growth and competitiveness, provided that it could effectively adapt to technological changes and the demands of digital consumers.
Copyright (c) 2022 Franko Raúl Salazar-Novoa, Marco Armando Gálvez-Díaz, Ángel Cárdenas-García (Author) https://creativecommons.org/licenses/by/4.0
Influence of social media on digital marketing
The use of social media has become a central phenomenon in everyday life and in the economic sphere in recent years. Globally, connection time has increased by nearly 60% in seven years, with Latin America being the most active region, reaching an average of 212 minutes per day. Young people between the ages of 16 and 24 led this consumption, with record figures in Argentina exceeding 250 minutes per day. In this context, Instagram has positioned itself as one of the most influential platforms. Created in 2010 and acquired by Facebook Inc. in 2012, the social network has reached billions of monthly active users. In addition to its communicative function, it has facilitated the construction of digital identities and virtual communities, generating a key space within the so-called ‘attention economy.’ Influencers emerged as decisive actors in this digital ecosystem. Defined as opinion leaders capable of establishing close ties with their audiences, they managed to influence consumer behaviour and user decision-making. Studies showed that a high percentage of consumers trusted their recommendations, especially Latin American millennials. Influencer marketing evolved from a complementary strategy to a central focus of digital campaigns. Its ability to segment audiences, reduce costs and offer clear metrics led to investment in digital advertising surpassing traditional advertising for the first time in 2020. Thus, social media ceased to be mere communication channels and became economic and cultural ecosystems where influencers played a strategic role.
Copyright (c) 2022 Juan Cruz Arocena , Javier Romero (Author) https://creativecommons.org/licenses/by/4.0
Influence of the marketplace on the commercial performance of the company Gusto Amazónico in the district of Tarapoto
This research aims to determine the influence of the marketplace on the commercial performance of the company Gusto Amazónico in the district of Tarapoto, 2020 According to previous studies, the following hypothesis is proposed: The marketplace significantly influences the commercial performance of the company Gusto Amazónico in the district of Tarapoto - 2020. The study presents a non- experimental cross-sectional design, so it is of a basic type of correlational level. The technique to collect data used was the survey that, through a questionnaire applied to 90 commercial transactions of the company, it was determined that the correlation that exists between the marketplace and job performance is positive and very high, achieving a correlation coefficient of 0.982. In such a way that the marketplace positively influences the commercial performance of the company Gusto Amazónico in the district of Tarapoto, 2020. In addition, the dimensions of commercial and electronic interaction are also positively related since the correlation coefficients obtained were 0.978 and 0.977 respectively.
Impact of email marketing as a communication and online sales tool
The present research study was carried out by means of a scientific manuscript corresponding to the Bachelor's degree in Marketing, focused on analyzing the impact of E-mail Marketing to determine its effectiveness as a communication and online sales tool, its purpose is to be able to provide to different stores, brands or websites advantages using distint communication tools. For a more representative analysis, the scope was limited to Argentine consumers. Based on the background on the research, the perspectives of consumers, developers and entrepreneurs regarding the subject were analyzed, through the use of quantitative and qualitative research tools (surveys and in-depth interviews), achieving conclusive and generalizable results, among which can be highlighted that more than 43% of consumers consider e-mail between 50-75% effective as a communication and online sales tool, and that in general, companies can obtain great benefits by carrying out e-mail campaigns marketing.
Copyright (c) 2022 Marcos Pedrol , Javier Romero (Author) https://creativecommons.org/licenses/by/4.0
Digital marketing and the purchase decision process in customers of the company Mi dulce Grazia
The research aimed to determine the relationship between digital marketing and the purchase decision process in customers of the company Mi dulce Grazia, Tarapoto, 2023. For this purpose, a fundamental study, numerical perspective, logical approach, associative level and configuration without direct testing in a specific period was developed. The sample consisted of 92 customers of the company in the current year (2023). For data collection, the survey technique was applied, using the questionnaire as an instrument. The instruments used were reliable, supported by Cronbach's reliability analysis, where the questionnaire related to the digital marketing factor yielded a coefficient that was equal to 0.839, while the purchase decision questionnaire obtained a coefficient equal to 0.927. The results showed that absolutely all facets of online marketing (communication, promotion, advertising and marketing) are positively related to the purchase decision process, with the exception of marketing which has moderate relationship (Rho = 0.686), the other dimensions have strong positive relationship (Rho = 0.821; 0.867 and 0.814) respectively. Therefore, the research concluded that there is a strong and significant positive relationship between digital marketing and the purchase decision process (Rho = 0.858; p < 0.05). Demonstrating that digital marketing is a key variable in the purchase decision process (Rho = 0.858; p < 0.05). Demonstrating that digital marketing is a key variable in the positive behavior of the acquisition choice process within the company My sweet Grazia.
Copyright (c) 2023 Daisy Lilith Saldaña Ríos , Ángel Cárdenas García (Author) https://creativecommons.org/licenses/by/4.0
Innovation and Strategic Planning for Digital Investment Projects
Introduction: The research addressed the need for Venezuelan small and medium-sized enterprises (SMEs) to adapt to the digital and globalized environment. It recognized that innovation, strategic planning and efficient management of investment projects were determinant for their sustainability. It was based on theories of business strategy, business models and digital competencies, also considering the Venezuelan legal framework and the role of FONDO Bolívar as a support agency. Development: The study reviewed precedents where business plans were implemented with digital tools, mobile applications and online marketing, as well as research on the influence of strategic planning in public and private projects. Business models such as Waterfall, Agile, Lean Startup and Canvas were analyzed, the latter standing out for its comprehensive approach. Digital competencies based on the European framework DigComp 2.0 and their relevance in the formulation and evaluation of investment projects were also evaluated. The analysis included market, supply, demand and commercialization studies, emphasizing that profitability should be accompanied by social value. The importance of digital transformation through the use of artifacts and platforms such as AI, Big Data and e-commerce was also reviewed. Conclusions: The research concluded that SMEs needed to integrate innovation, digital competencies and strategic planning in a model tailored to their needs. It proposed a digital business strategy that would optimize the formulation and evaluation of projects, ensuring their economic and social viability, in coherence with national policies and taking advantage of the opportunities provided by emerging technologies.
Copyright (c) 2023 Yorlis Josefina Mora de Montero , Luis Alfredo Figuera Lara (Author) https://creativecommons.org/licenses/by/4.0
Instagram influencers and their contribution to consumer purchasing motivations in Latin America
In recent times, the use of social networks has increased around the world. Users in Latin America are more connected than ever and spend more time on the screen than in the rest of the continents. This increase has resulted in more and more content creators on Instagram with communities of hundreds of miles or even millions of followers who are known as influencers. For companies, it has become a necessity to have a good presence on Instagram, investing millions of dollars in digital marketing campaigns and paid collaborations with influencers to boost sales and position products and services. That is why this work focused, specifically, on analyzing the impact of instagram influencers on the consumption patterns of Latin American consumers. With the help of Marketing Ingenioso (@marketingenioso), the largest Spanish-speaking Instagram marketing community, an investigation was carried out that analyzed data from 4,200 Instagram users in Latin America. It was found that 45.5% of users admit to spending between 2 and 3 per day on Instagram and 80% of those surveyed users discover new products and services on Instagram.
Copyright (c) 2023 Juan Cruz Arocena , Javier Romero (Author) https://creativecommons.org/licenses/by/4.0
Omnichannel retailing as a strategic necessity
The analysis showed that omnichannel marketing represented a necessary evolution from multichannel marketing, as it allowed for the integration of consistent messages across all points of contact with consumers. According to the studies cited, it was demonstrated that a large proportion of customers began to combine online shopping with the in-store experience, forcing companies to rethink their communication and sales strategies. It was highlighted that cases such as Netflix achieved exponential growth thanks to an omnichannel strategy based on personalisation, consistency in online and offline campaigns, and the use of social media as a means of mass interaction. Similarly, Puppis in Argentina implemented an innovative e-commerce model, powered by segmentation, data integration, and door-to-door delivery, which allowed it to significantly increase its sales. The theoretical development differentiated fundamental concepts such as identity, image, branding, strategy, and brand personality, showing how these influenced positioning. Authors such as Kotler, Aaker, and Kapferer agreed that positioning was based on occupying a distinctive place in the consumer's mind, supported by awareness, association, and perception. It was clarified that the multichannel approach applied by Lozada Viajes was insufficient, and that it was essential to evolve towards omnichannel to transfer its solid offline recognition to the digital sphere. Finally, the conclusions emphasised that omnichannel marketing was not a passing trend, but rather a strategy for differentiation, loyalty and sustained growth, which was key for Lozada Viajes to consolidate its brand in a hybrid and competitive market.
Copyright (c) 2023 Matias Chiavelli (Author) https://creativecommons.org/licenses/by/4.0
Impact of Digital Marketing on the Consumer's Purchase Decision
Introduction: The study analyzed how digital marketing, consolidated as an essential tool nowadays, influenced consumer behavior. It was highlighted that technological transformation and global connectivity modified the ways of searching, comparing and acquiring products. Companies that strategically integrated communication, promotion, advertising and marketing were able to effectively connect with their public and improve their competitiveness. Development: The review of international, national and local precedents showed evidence that digital marketing impacted all phases of the purchase decision, from the identification of needs to post-purchase behavior. Research in countries such as Jordan, Ecuador and Kenya confirmed significant relationships between digital strategies - such as social media, mobile advertising, email and web optimization - and increases in sales and loyalty. In Peru and other regions, studies found that consistent application of digital tactics, including precise targeting and continuous interaction, strengthened brand visibility and improved revenue. In addition, economic, social, psychological and technological factors were found to influence purchase choice, and digital marketing had the ability to reinforce or modify these motivations. Conclusions: It was concluded that digital marketing was not only a communication channel, but a dynamic ecosystem that, well managed, generated measurable results in sales and customer loyalty. Its implementation required a deep understanding of the consumer, strategic creativity, technological integration and constant evaluation to ensure business competitiveness and sustainability in a changing market.
Daisy Lilith Saldaña Ríos Daisy Lilith Saldaña Ríos
Copyright (c) 2024 Daisy Lilith Saldaña Ríos , Ángel Cárdenas García (Author) https://creativecommons.org/licenses/by/4.0
“The journey towards omnichannel retailing”: Lozada Travel
In this work, the undersigned, will present the necessary guidelines to reposition the company Lozada Viajes, in the On Line channel, through omnichannel. Lozada Viajes managed a multi-channel offline business model, which allowed the company to achieve success in said channel. At present, this model has become completely obsolete. Starting from a deep internal and external analysis, a plan is proposed to reposition the company, through the perception, remembrance and association of the brand that allows it to obtain a better perception of it. All this, accompanied by the re-linking with certain key attributes, which currently have a significant value given the growing online trend in the sector. For this reason, a unification of the Off and On Line channels is proposed to achieve the expected results and thus achieve omnichannel, which is detailed in the final conclusions.
Copyright (c) 2024 Matias Chiavelli (Author) https://creativecommons.org/licenses/by/4.0
Application and impact of artificial intelligence in external auditing processes
In this work, the research problem was based on the variability of the implementation of artificial intelligence among accounting professionals. A comprehensive evaluation was carried out on the adoption of artificial intelligence technologies in external auditing and the reasons that motivate or prevent their use by professionals. The research design was exploratory, descriptive, and cross-sectional. A mixed approach was used, designed through an interview with an external auditor and a survey of 22 accounting professionals. The most important findings were that of all the professionals involved in the study, none received any training on artificial intelligence, only a small percentage applied it, and all agreed that they function as support tools and speed up routine tasks, although they are wary of their use. It was concluded that the use of artificial intelligence tools is efficient for improving repetitive procedures and tasks, which would give greater precision in the results. It was also recommended to invest in training that would enable good management of this type of technology and thus improve technical and tactical skills and make decision-making more efficient.
Copyright (c) 2024 Ivanna Victoria Contreras , Ignacio Ruiz (Author) https://creativecommons.org/licenses/by/4.0
Open innovation as a strategic driver in Santex's digital transformation
This paper presented a proposal for implementing open innovation at the technology company Santex, with the aim of incorporating artificial intelligence solutions into the Engage product belonging to its client Temenos. The proposal was structured around the open innovation paradigm developed by Chesbrough, which proposed the possibility of integrating external knowledge into an organization's internal processes. Particular consideration was given to the “outside-in” flow, which allowed Santex to benefit from the specialized knowledge of the startup Rocking Data. The research included a theoretical review of the types of open innovation, its activities, and the steps necessary to execute successful collaborative processes, such as the selection of strategic partners, the organization of the alliance, project management, and the evaluation of results. The associated risks were also analyzed, such as asymmetries in the relationships between corporations and startups, intellectual property conflicts, and the difficulty of aligning incentives. Through this experience, it was concluded that open innovation represented a strategic tool for Santex to accelerate the digital transformation of its solutions, improve its competitiveness, and adapt to market changes. The key lay in designing a structured, participatory process with institutional support that promoted a culture of collaboration and continuous learning among all stakeholders.
Copyright (c) 2024 Leandro Andrés Culetto, Emmanuel Peña Álvarez (Author) https://creativecommons.org/licenses/by/4.0
Millennials and their behavior when buying clothing online
In the following research, the behavior of millennials in online clothing purchases was analyzed, specifically in the city of Córdoba, Argentina. The study investigated the experiences and preferences of this generation in order to provide small and established businesses with a vision of how to formulate a strategy that can captivate this large group of consumers. The research began with an exploratory investigation, conducting focus groups and interviews with owners of small and medium-sized enterprises (SMEs) and companies whose primary consumer is the millennial. Five individuals from this generation participated in the focus groups. And in the second part, a descriptive research was conducted, surveying a total of 385 millennials in the city of Córdoba.
Copyright (c) 2024 Yamil Ali Abdelnabe Vidal, Javier Romero (Author) https://creativecommons.org/licenses/by/4.0
E-commerce and its relationship with customer satisfaction among Mishky Cacao association customers
The objective of this research was to analyze the relationship between e-commerce and the purchase satisfaction of the clients of the Mishky Cacao association in Chazuta during the year 2022. It corresponds to an applied type study, quantitative approach, deductive method, relational application level and experimental design. The population and sample consisted of 385 clients of the association. The survey was applied and the questionnaire was used for data collection. The results showed that the e-commerce platform is efficient from the perception of 66.2% of customers. Likewise, the majority of customers had a high level of purchase satisfaction (71.4%) through the e-commerce platform. Content, design and security are key factors in the e-commerce platform for customer satisfaction, statistically demonstrated with Spearman's Rho correlation coefficient equal to 0.668; 0.697; and 0.669. It was concluded that e-commerce is significantly related to customer purchase satisfaction, as expressed statistically using the Spearman Rho correlation test with a coefficient equal to 0.688 and a p value less than the significance level (0.000 < 0.05).
Copyright (c) 2024 Josué Rios del Aguila, Alberto Alva-Arévalo, Ángel Cárdenas-García (Author) https://creativecommons.org/licenses/by/4.0
Artificial Intelligence as a Strategic Ally in the Financial Sphere
Introduction: In the last decades, artificial intelligence (AI) established itself as a transformative tool in accounting and auditing. Its implementation allowed automating repetitive tasks, increasing accuracy in data analysis and freeing professionals to focus on strategic functions. Since its beginnings in the 1950s, AI evolved from theoretical ideas to practical applications with great impact in financial and administrative sectors. Development: The development of AI began with the creation of the Logic Theory Machine and advanced with paradigms such as symbolic and connectionist AI. Over the years, technologies such as neural networks, virtual assistants and machine learning systems were integrated into various fields, including finance. In accounting, AI facilitated reporting and decision making by reducing the operational burden. In auditing, it made it possible to detect fraud and errors more quickly and reliably than traditional methods. Tools such as expert systems, neural networks and intelligent agents were incorporated to improve accounting review and ensure compliance with international standards. However, concerns were raised about job losses, technological dependence and ethical dilemmas. Conclusion: AI represented a substantial advance in the efficiency and quality of accounting and auditing processes. Although it generated job uncertainty and ethical challenges, it was viewed as a strategic ally when applied in a conscious and regulated manner. Its responsible integration strengthened business decision-making and sustainable economic development.
Proposal for the recovery of the overdue portfolio of the Southern Adventist Educational Unit
Introduction: nonperforming loans constitute one of the main financial challenges facing private educational institutions, directly impacting their liquidity, sustainability, and operational capacity. Objective: to determine the characteristics of the nonperforming loans at the Southern Adventist Educational Unit. Method: an observational, descriptive, and cross-sectional study was conducted. The study population consisted of 172 parents and/or financial representatives of UEPAS. The sample consisted of 106 of the 172 financial representatives. Non-probability convenience sampling was used. Interviews and observation were used to obtain internal data. Results: 13.2 % of the financial representatives surveyed acknowledged paying their obligations two, three, or more months late; 83.9 % signed the aforementioned contract, which includes the pension and payment terms, consciously; 51 % of respondents would not consider using public educational services; 43.4 % believe the monthly cost of the educational service is adequate; 51.9 % are aware of the institution's debt collection process; and 39.6 % claim not to have received any communication from the institution regarding payment delays. Conclusions: strengthening financial literacy, accounting transparency, and institutional empathy are the pillars of effective recovery of non-performing loans.
Copyright (c) 2024 Carlos Antonio Gordillo Betancourt, Ruth Noemí Iza Guamán, Franz Misael Ríos Jiménez, Jenrry Fredy Chávez-Arizala (Author) https://creativecommons.org/licenses/by/4.0
Millennials: between hyperconnectivity and e-commerce
Introduction The article addressed the characteristics of the millennial generation in relation to their digital consumption habits. It highlighted that this generation grew up in an environment marked by technology and that social media, mobile devices, and e-commerce were an essential part of their lifestyle. The studies cited showed how trust in recommendations from family, friends, and influencers played a decisive role in their purchasing decisions, as well as the influence of digital advertising and the role of platforms such as YouTube, Instagram, and Facebook. Development It was explained that millennials transformed the way they shop, prioritizing online shopping over physical shopping due to convenience, accessibility, and the ability to compare prices. The analysis showed that they preferred to use mobile phones to find information and make purchases, with a particular interest in products such as clothing, electronics, and personal care. The relevance of the purchasing process or customer journey was also highlighted, as well as the sales funnel, in which attraction, interaction, conversion, and loyalty became crucial phases for companies. Likewise, the importance of customer experience, personalization, and brand commitment to sustainability were pointed out as differentiating factors in this generation's loyalty. Conclusion The study concluded that millennials redefined digital consumption and marketing by becoming the most influential segment of e-commerce. Their behavior, marked by hyperconnectivity and the search for positive experiences, forced companies to adapt with innovative strategies that combined technology, personalization, and sustainability. In this way, it became clear that this generation not only led the shift toward e-commerce, but also shaped a new paradigm in the relationship between consumers and brands.
The Double Edge of Absolute Trust: The Ethical Paradox of Blockchain
Introduction: The study examined blockchain technology as a pillar of Web3, highlighting its principles of immutability, transparency, and decentralization. It analyzed the paradox that these same virtues could become disadvantages when it was necessary to correct errors, delete data, or deal with malicious uses, generating legal and ethical tensions. Development: Cases and studies were reviewed that showed how immutability guaranteed integrity and resistance to censorship but was incompatible with rights such as the “right to be forgotten” under the GDPR. Situations were also documented in which decentralization empowered both legitimate actors and criminals, eliminating consumer protection mechanisms. Faced with these dilemmas, solutions such as off-chain storage, updatable smart contracts, decentralized identity, and zero-knowledge proofs were evaluated. The proposal for double validation was highlighted, which incorporated a layer of smart contract verification to authenticate the origin and legitimacy of information before it was recorded. The validation of sensitive content by the people involved was also proposed as a strategy to prevent defamation, misinformation, or the dissemination of illegal material. Conclusion: The paper concluded that the potential of blockchain lay in its integration within an ethical, legal, and social framework. The implementation of mandatory verification and validation mechanisms strengthened accountability and individual protection, transforming blockchain into a tool that is not only secure and transparent, but also fair and socially responsible.
Copyright (c) 2025 José Martin Leonardo Marquez Vaamonde (Author) https://creativecommons.org/licenses/by/4.0
Organic electronic word-of-mouth perception and the purchasing decision of Hacienda Vimalu customers
In the current era of digitalization, the presence of tourism companies on social networks is key to position their brand, be competitive and attract more consumers; however, it has been identified that very few tourism organizations pay attention to their online presence and do not know if their customers actively participate in the recommendations of their services. Faced with this, this research aims to determine the relationship between the perception of organic electronic word-of-mouth (eWOM) and the purchase decision of the clients of Hacienda Vimalu, a tourism company with a large influx of visitors in the province of San Martín. The study was of a basic type, with a quantitative approach, descriptive-correlational level, non-experimental design and cross-sectional. For data collection, a survey was used with a questionnaire that measures the dimensions of eWOM (credibility, quality and relevance) and the purchase decision, using a Likert scale. The findings show that eWOM is an important factor for Hacienda Vimalu customers' purchasing decision, with 97.22% indicating that it influences their purchasing process. However, 43.06% of customers still remain neutral about the credibility of eWOM, which represents an opportunity to improve perception through strategies that reinforce trust and visibility of verified reviews. The Spearman correlation test showed a significant correlation (p < 0.05) between eWOM and purchasing decision, especially in the dimensions of credibility (56.94%) and quality (87.50%). This suggests that as customers perceive eWOM as credible and of high quality, their purchasing decision is more influenced.
Katty Alamo Larrañaga Katty Alamo Larrañaga
Copyright (c) 2025 Jorge Augusto Meléndez Alvarado, Katty Alamo Larrañaga, Rony Flores Ramírez (Author) https://creativecommons.org/licenses/by/4.0
The inffuence of multilateral organizations and global integration on Mexico's international treaties
In the context of an increasingly interdependent global economy, international treaties have become highly relevant for the development and positioning of countries such as Mexico in global trade. This article analyzes the role played by multilateral organizations such as the World Trade Organization (WTO), the Latin American Integration Association (ALADI), and the Organization for Economic Cooperation and Development (OECD) in the creation, evolution, and supervision of international treaties that directly affect Mexican foreign trade negotiations and strategic decisions. Based on a review of primary, official, and academic sources, the article identifies the main legislation that Mexico must consider in legal agreements with foreign counterparts, as well as current trends in economic integration that are shaping the course of global trade policy. The challenges facing the country in complying with international standards, balancing its interests with its multilateral commitments, and taking advantage of the opportunities offered by greater economic integration are also discussed. The reflection focuses on the need to strengthen the Mexican state's negotiating capacity and to foster a business culture that is better prepared to operate under global rules.
Copyright (c) 2025 Gilberto Nieto López, Guillermo Alejandro Zaragoza Alvarado (Author) https://creativecommons.org/licenses/by/4.0
Assertive communication and human talent management to strengthen the digital organizational climate
Introduction: The digital transformation of organizations has redefined internal communication and leadership practices, requiring a reassessment of how assertive communication influences organizational climate. This study analyzes the relationship between assertive communication and organizational climate within digitally mediated work environments, emphasizing the strategic role of human talent management in this context. Methods: A critical literature review was conducted, focusing on empirical and theoretical contributions published between 2020 and 2024. The analysis prioritized 22 studies addressing communication practices, organizational climate, and leadership in organizations undergoing digital transformation. Results: Findings indicate that assertive communication positively influences organizational climate by promoting clarity, mutual respect, psychological safety, and effective collaboration—especially in remote and hybrid environments. Assertiveness, when exercised through inclusive and transparent leadership, helps reduce tensions, enhance role clarity, and strengthen team cohesion, even in geographically dispersed or culturally diverse contexts. Conclusions: Assertive communication emerges as a key relational competence that supports organizational adaptation to digital change. However, its full potential is often limited by hierarchical cultures and insufficient communication training. Integrating assertive communication into human talent development strategies can improve workplace well-being, increase employee satisfaction, and sustain collaborative climates under conditions of technological disruption.
Copyright (c) 2025 Ronald Yesid Palencia Buelvas, Yeimys Judith Díaz Herrera, Daniel Román-Acosta (Author) https://creativecommons.org/licenses/by/4.0
Leveraging Machine Learning for Advanced Cybersecurity in Next-Generation Networks
Introduction; As technology advances rapidly, cybersecurity has become a pressing global issue. The growing complexity of cyber threats presents significant challenges to individuals, organizations, and governments alike. Objective; Cybersecurity tools are essential for detecting, monitoring, and mitigating these risks, ensuring data security, preventing unauthorized access, and protecting sensitive information. However, conventional methods often fall short in addressing the sophistication of modern cyber-attacks. Method; Machine learning (ML) has emerged as a transformative approach to strengthening cybersecurity. By analyzing vast datasets, ML algorithms can identify anomalies and predict threats with higher precision. When integrated into cybersecurity frameworks, ML enhances defenses against issues like data breaches, identity theft, and system intrusions. Result; This research focuses on utilizing ML to develop and optimize cybersecurity models tailored for enterprise ICT systems. Additionally, it highlights the increasing demand for experts capable of designing and implementing ML-driven security solutions. Conclusion; By exploring emerging trends, this study underscores the pivotal role of ML in fortifying digital security globally.
Copyright (c) 2025 Md. Alimul Haque, Kushboo Mishra, B. K. Mishra (Author) https://creativecommons.org/licenses/by/4.0
Importance of overdue loan recovery in private educational institutions
Introduction: non-performing loans (NPLs) constitute one of the main financial challenges facing private educational institutions, directly impacting their liquidity, sustainability, and operational capacity. Objective: to characterize aspects related to NPLs in private educational institutions. Method: a review of the available literature was conducted in databases such as SciELO, Scopus, and ClinicalKey, from which a total of 15 related articles were consulted. Empirical methods such as logical history and analysis and synthesis were used. Results: this phenomenon is influenced by macroeconomic factors, such as economic crises, inflation, or unemployment, and by internal variables related to debt collection management, parents' financial education, and the effectiveness of institutional policies. The importance of strengthening families' financial literacy, improving accounting and collection systems, and promoting the use of digital technologies to optimize the recovery of debts is highlighted. Conclusions: non-performing loan management should be conceived as a comprehensive process, aligned with educational social responsibility and institutional values.
Impact of E-Commerce on Business Competitiveness and Customer Satisfaction
Introduction: The study analyzed how e-commerce transformed business models at the global, regional, and national levels, driven by globalization, the internet, and recent socioeconomic changes. It highlighted that, during 2020, e-commerce grew significantly in all regions, with Latin America being one of the most dynamic, and that in Peru the sector experienced a notable increase, with 55% growth compared to the previous year. Development: International, national, and local research was reviewed, demonstrating the positive relationship between e-commerce and variables such as customer satisfaction, profitability, and business performance. Among the findings, it was evident that the proper adoption of e-commerce offered positive experiences for consumers and strategic benefits for businesses. The theoretical framework addressed e-commerce concepts, advantages and disadvantages, business models, and the agile SCRUM methodology, along with key dimensions such as content, virtual store design, and purchase security. Factors associated with purchase satisfaction, such as product search, promotion, and the purchase process, were also included. Conclusion: E-commerce has established itself as a strategic tool for increasing business competitiveness, improving customer experience, and expanding market reach. In Peru, its expansion represented an opportunity for innovation, although challenges related to security, logistics, and differentiation persisted. The application of methodologies such as SCRUM and the efficient management of e-commerce dimensions were presented as keys to sustainable growth.
E-commerce and organic products, consumer behavior, sustainability, and digital marketing strategies
Introduction: the current commercial landscape in Latin America, and particularly in Ecuador, is being redefined by e-commerce, which has positioned itself as a key strategic factor. Objective: to characterize the viability of e-commerce for the marketing of organic products. Method: a review of the available literature was conducted in databases such as SciELO, Scopus, and ClinicalKey, from which a total of 14 related articles were consulted. Empirical methods such as logical history and analysis and synthesis were used. Results: the consumption of organic products in Ecuador shows a positive trend, driven primarily by the perception of health benefits and higher nutritional content. Despite this, low overall consumption persists, with the main barriers being high price and limited physical availability. E-commerce is positioned as the most strategic channel to overcome these limitations, given the exponential growth of online sales in the country. The success of an online organic store lies in the implementation of digital marketing strategies that emphasize transparency, traceability, product quality, and sustainability. Conclusions: the digitalization of commerce offers a significant opportunity to expand the organic products market in Ecuador, transforming the challenges of distribution and access. To capitalize on this potential, online retail offerings must adopt a rigorous, customer-centric methodological approach grounded in comprehensive sustainability, using digital marketing as a key tool for consumer education and trust building.
Copyright (c) 2025 Susgein Julissa Miranda Cansing, Eliany Judith Torres Barraza, Martha Rosario Silva Cuastuza, Jenrry Fredy Chávez-Arizala (Author) https://creativecommons.org/licenses/by/4.0
Guidelines for the design of a digital marketing strategy of the Cuban Ministry of Tourism aimed at the Canadian market
Cuban Ministry of Tourism is in charge of managing communication around the Cuba destination. Given the lack of a structure in charge of Digital Marketing in this Organization, this area is neglected, leaving the entities of the Tourism System deprived of a guide for their actions. That is why the author proposes the design of a Digital Marketing Strategy for MINTUR, aimed at the Canadian public and supported by the official CubaTravel tourism portal, as the main way to market the destination. With this purpose, a descriptive, applied and production study is drawn up, under a qualitative approach. The methods and techniques used include documentary bibliographic review, semi-structured interviews, qualitative and quantitative content analysis of both the Ministry and its counterparts, as well as a focus group. All of this allows you to know the aspects of your remote environment, as well as features of the institution itself, its clients and competitors. The main challenge lies in the identification of accurate guidelines to position the ministry as the main reference for the promotion and information of the Cuba destination in the Canadian market. She addresses the topic with a view to the digital transformation of tourism, which is more than a necessity for research, it constitutes it for the nation.
Copyright (c) 2025 Daniela Gascón Ramírez, Nelson Varona Rodríguez (Author) https://creativecommons.org/licenses/by/4.0
Integrated Customer Service System with Artificial Intelligence for Pharmacies
This project addressed the issue of pharmaceutical care and management in community pharmacies, characterized by deficiencies in patient guidance, stock administration, and operational efficiency. Aiming to improve these aspects, an integrated system was developed, consisting of a mobile application for users and a desktop application for pharmacy staff. The solution included e-commerce functionalities, medication reminders, and a conversational assistant based on artificial intelligence, as well as tools for management and sales prediction. Although specific metrics were defined to assess the system's impact, they could not be applied in a real environment due to the academic nature of the project, time constraints, and the absence of a production context. Nevertheless, functional tests were carried out on each component, validating their technical and operational feasibility. The development process fostered the learning of emerging technologies and strengthened project management skills. It was concluded that the system is feasible and has the potential to significantly enhance customer service and internal management in pharmacies. Future implementation is recommended to validate its impact under real-world conditions.
Copyright (c) 2025 Juan Ignacio Gutierrez (Author) https://creativecommons.org/licenses/by/4.0
User-centred design of an e-commerce platform for the marketing of handicrafts from native communities in the Upper Amazon región
Artisan trade in the native communities of the Alto Amazonas represents an important source of income for many families and an expression of the indigenous cultural heritage. However, traditional sales methods, such as fairs and local stores, limit their market reach. Therefore, the general objective of this research was to design a user-centered e-commerce platform for the marketing of handicrafts from native communities in the Alto Amazonas. The study was basic, with a quantitative approach, a descriptive level, a non-experimental design, and a proactive scope. The sample consisted of 12 artisans from the Shawi community in the Balsapuerto district, and surveys and observation guides were used as data collection instruments. The results indicated that the artisans had limited use of marketing strategies, highlighting a low adoption of digital channels. The ISO 13407 standard was applied to structure the user-centered design, and the prototype was validated by a panel of experts. Kendall's W test showed moderate agreement for the interface design (W = 0.524; p = 0.194), but low agreement for the other dimensions evaluated. It was concluded that the platform design was relevant and functional for the community's cultural and economic context, constituting an initial solution to promote the digital transformation of artisanal trade in Indigenous areas of Peru.
Copyright (c) 2025 Cristian Brayan Ramírez-Fernández, Alberto Alva-Arévalo, José Seijas-Díaz, Karla Martell-Alfaro (Author) https://creativecommons.org/licenses/by/4.0
Smart Customs: Relationship with International Trade Facilitation
Context: the facilitation of international trade has always been the object of intervention in the countries that develop it, in that sense, customs take special relevance because their processes are those that generate the movement of goods to the interior and exterior of a country, however, the changes and implementation of new technologies has allowed them to become intelligent and more efficient. Objective: to identify the relationship between smart customs and international trade facilitation. Method: the quantitative, non-experimental, transversal, correlational and descriptive method was used, applied to a sample (n) of 118 customs agents and assistants in San Pedro Sula. Results: smart customs have a significant positive correlation with international trade facilitation in the Pearson scale r= 0.865** both variables explain r²= 74.90 % of the shared variance. Conclusion: it was shown that smart customs favor the facilitation of international trade, however, this suggests a great challenge for countries, because many internal, logistical, legal, commercial processes must be harmonized and above all change the current paradigm towards a culture of cooperation aimed at the use of more modern and robust technologies of the processes involved in the customs operation.
Copyright (c) 2025 Aaron Fernando Umanzor Ortega (Author) https://creativecommons.org/licenses/by/4.0
Characterization of e-commerce as an emerging strategy in the current economic environment
Introduction: E-commerce consists of using various Information and Communication Technologies (ICTs) to promote the trade of goods or services through platforms such as websites or social media. Currently, the use of the internet has enabled traditional commerce to evolve into e-commerce, becoming a fundamental component of the economic ecosystem. It represents a growth opportunity and constitutes an essential strategy for business survival and competitiveness. Objective: To characterize e-commerce as a strategic modality within the current commercial ecosystem. Methods: A literature review was conducted using databases such as Google Scholar and ResearchGate, with keywords including e-commerce, Internet, digital tools, and website. A total of 16 articles were selected, and the necessary information was extracted. Discussion: It has been evidenced that e-commerce has directly and significantly impacted the sales management of organizations. Digital tools such as social media, marketplaces, mobile commerce, and sales apps are essential to facilitate e-commerce adoption. Factors negatively affecting its implementation include limited technological infrastructure, insufficient staff training, and generational, educational, and economic gaps. Conclusions: E-commerce has ceased to be an emerging alternative and has become an essential component of contemporary commercial dynamics. Although there are factors that may facilitate or hinder its implementation, it is imperative to take action aimed at promoting its adoption.
Copyright (c) 2025 Gabriela Jamileth Guerrero Vidal, Susgein Julissa Miranda Cansing, Jenrry Fredy Chávez Arizala (Author) https://creativecommons.org/licenses/by/4.0