Diginomics (Journal)
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82 research outputs found
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Artificial Intelligence as a Strategic Ally in the Financial Sphere
No full textIntroduction: 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.
Implementation of a multiplatform mobile system for information management using the scrum methodology for decision-making at somagg
No full textThe purpose of this research project is to develop a multi-platform mobile system for the management of reservation information at the Somagg hotel, with the aim of improving operational efficiency and communication between the client and the company where the development of an application that allows rapid and secure collection, storage and access to relevant data. The choice of the Scrum methodology to direct this project is based on its ability to adapt in an agile way to changes and constantly evolving requirements. By dividing development into short sprints, it facilitates periodic deliveries of complete functionalities, which in turn enables feedback. Continuous user feedback and agile implementation of improvements, this approach offers flexibility and efficiency, enabling rapid response to dynamic project needs and ensuring consistent delivery of value. The multiplatform mobile application will be designed considering the diversity of devices used in the company, thus guaranteeing accessibility and usability for all users. In addition, information security will be prioritized through the implementation of robust encryption and authentication measures for implementation. of the multiplatform mobile system at the Somagg hotel, cutting-edge technological tools will be used, highlighting Bootstrap as the main development environment, supported by a code reader to facilitate the review and optimization of the source code. As for the programming language, HTML has been chosen as a client view and the internal development of the system used content management and Plugin programming tools that are therefore in the PHP language, taking advantage of the versatility and wide range of libraries available. , this combination will allow an efficient and robust implementation, guaranteeing the necessary flexibility to adapt to the specific needs of Somagg and ensuring agile and effective development under the Scrum methodology
Open innovation as a strategic driver in Santex\u27s digital transformation
No full textThis 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\u27s 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
Importance of overdue loan recovery in private educational institutions
No full textIntroduction: 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\u27 financial education, and the effectiveness of institutional policies. The importance of strengthening families\u27 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 Digital Marketing on the Consumer\u27s Purchase Decision
No full textIntroduction: 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
Digital marketing and the purchase decision process in customers of the company Mi dulce Grazia
No full textThe 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\u27s 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
Omnichannel retailing as a strategic necessity
No full textThe 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\u27s 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
Digital strategies and their impact on consumer behavior in Tarapoto
No full textThe study analyzed how digital marketing was related to the purchase decision process in customers of the company “Mi dulce Grazia” in Tarapoto in 2023. It was observed that, globally and nationally, companies faced challenges to position themselves, influence purchases and build customer loyalty, in a context where consumers had immediate access to information and product comparisons. The research reviewed theoretical background and evidence that highlighted the importance of effective communication, promotion, advertising and marketing in digital environments. In the case of “Mi dulce Grazia”, problems in dissemination, market segmentation and consideration of psychographic attributes were identified, which limited the impact of its digital strategies. Each phase of the purchase process was studied: identification of needs, information search, evaluation of alternatives, decision and post-purchase behavior. The results made it possible to evaluate whether digital tools facilitated or hindered each stage and whether they generated conversions in online or in-store sales. The research, of a non-experimental cross-sectional correlational type, was validated by experts and supported by digital marketing and consumer behavior theories. Its social relevance lay in showing how the correct application of digital strategies could improve competitiveness, increase sales and strengthen customer loyalty. It was also concluded that the optimization of digital communication, promotion, advertising and marketing represented a key opportunity for the company to adapt to the current market and respond to the demands of increasingly informed and demanding consumers
Implementation of a web and mobile virtual store using open-source development technologies for the sale of technological products at the Cyber Link company in Cantón La Maná
No full textThe study aimed to implement a web and mobile virtual store, based on open-source development technologies, for the sale of technological products at the Cyber Link company in the canton of La Maná. It proposed that a platform with intuitive user experience, secure payments, shopping cart, wish list, and tracking would expand the reach and optimise processes. To build it, React was used for the interface, Node.js for the logic, and MySQL for data management. The agile Scrum methodology was adopted and sprints were used to move from requirements exploration to deployment, with the definition of roles, user stories, functional and non-functional requirements, and test cases. He also designed the database and applied Clean Architecture principles to separate business rules and infrastructure. Through surveys and interviews with the owner, he identified high brand awareness, a preference for mobile shopping and bank transfer as a payment method, as well as expectations for security and support. The results demonstrated the completeness of the sprints, the operation of critical modules, and deployment on AWS services, along with usability findings that guided visual improvements. It was concluded that the online store increased visibility, improved sales management, and laid the foundation for increased revenue and loyalty, with expected availability of 99.99% and performance for concurrent users. It was recommended to keep the catalogue up to date, monitor metrics and traceability, strengthen security, and continue iterating with Scrum to incorporate functionalities and increase the platform\u27s efficiency.
E-commerce and customer satisfaction: an analysis from the perspective of the digital economy
No full textThe study analysed the relationship between e-commerce and customer satisfaction in the context of digital transformation. It showed that e-commerce has become a structural feature of the contemporary economic system, changing consumption patterns, business strategies and the interaction between organisations and consumers. The research reviewed demonstrated that, at the international, national and local levels, micro, small and medium-sized enterprises adopted digital platforms as mechanisms to expand their market, optimise sales processes and strengthen their competitive positioning. However, it was observed that the implementation of e-commerce faced limitations due to a lack of technological infrastructure, low user confidence and a lack of coherent digital strategies. Likewise, it was found that customer satisfaction was a decisive factor in business sustainability, as it depended on service quality, personalised attention and responsiveness to consumer expectations. In this sense, loyalty was interpreted as the result of a continuous process of interaction that integrated emotional, cognitive and technological factors. Finally, it was concluded that the link between e-commerce and customer satisfaction defined business competitiveness in the digital age by promoting safer, more efficient and emotionally satisfying shopping experiences. Innovation, trust and consistency between the value proposition and the actual experience were considered key to ensuring consumer loyalty and the sustainable success of organisations