Diginomics (Journal)
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Instagram influencers and their contribution to consumer purchasing motivations in Latin America
No full textIn 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
Email marketing as a strategic tool in digital competitiveness
No full textThe study analyzed the role of email marketing as a strategic tool within digital marketing and demonstrated that this channel continued to be one of the most relevant, effective, and profitable for companies in a market characterized by digitization and competitiveness. It was identified that email not only functioned as a means of direct communication with consumers, but also as an adaptable and measurable resource that provided commercial and relational benefits.
The research showed that the success of campaigns depended on the relevance and personalization of the messages sent, based on data provided by users. These characteristics allowed companies to segment their audiences, influence purchasing decisions, and accompany consumers through all stages of the process, from initial stimulation to post-consumption experience. It was also highlighted that email marketing facilitated the analysis of key metrics such as open rates, clicks, bounces, unsubscribes, and return on investment (ROI), which allowed for continuous strategy optimization.
It was concluded that email represented an accessible and flexible option for companies of different sizes, with advantages such as low cost, speed, and mass reach. Its complementarity with social media and its ability to build customer loyalty through personalized and retargeting campaigns were also highlighted. However, the study pointed out challenges such as inbox saturation, the need to generate relevant content, and compliance with legal aspects related to data protection and privacy.
Ultimately, it was determined that email marketing has established itself as an indispensable strategy for strengthening business competitiveness and building lasting relationships with customers
Digital transformation of a technology SME: architecture and agility for online sales in Ecuador
No full textThe study described how the boom in e-commerce, accelerated by COVID-19, transformed consumer habits and required companies to migrate to digital channels. It identified that the absence of a virtual store limited the reach and competitiveness of a local technology firm, Cyber Link (Cantón La Maná), compared to rivals already positioned online. It contextualised the case in Ecuador, where the adoption of e-commerce was presented as a necessity to expand markets and sales, but revealed a gap in the technology sector. It contrasted traditional commerce—valuable for its sensory experience and personal interaction—with e-commerce—advantageous for its global accessibility, convenience, personalisation, and analytics. He outlined the components of e-commerce (platforms, payments, logistics, security and customer service) and characterised the roles of consumer and supplier. He evaluated client-side development frameworks (React, Angular, Vue) and concluded, based on criteria such as learning curve, scalability, experience and configuration, that React offered the best balance. On the server side, he presented Express/Node.js and Laravel as solid alternatives. He analysed relational databases (MySQL) and NoSQL (MongoDB), and recorded development and deployment tools (XAMPP, phpMyAdmin, Postman, Expo Go, Android emulator, cPanel, AWS Lightsail, and RDS). He compared agile methodologies, determined that Scrum provided clear cadence, roles, and metrics compared to Kanban\u27s continuous flow, and recommended its adoption. He concluded that a virtual store for Cyber Link was technically feasible and strategically necessary to expand reach, optimise processes, and offer a modern experience, driving the digital transformation of the local technology sector
E-commerce and its influence on customer satisfaction at the retail company Promart Homecenter, Tarapoto 2022
No full textThe present research had as general objective: To determine the influence of ecommerce on customer satisfaction of the retail company, Promart Homecenter, Tarapoto 2022. The specific objectives were: To identify the level of e-commerce of the retail company, Promart Homecenter, Tarapoto 2022, to analyze the level of customer satisfaction of the retail company, Promart Homecenter, Tarapoto 2022, and to establish the influence of the dimensions of e-commerce on customer satisfaction of the retail company, Promart Homecenter, Tarapoto 2022. The type of research was applied, the level of research was causal correlational and the research design was nonexperimental. The research had a sample of 168 customers, using the survey technique and the questionnaire as an instrument, the questions were formulated according to the indicators of each variable. Sample data was collected to process the results collected in the research; Spearman\u27s correlation coefficient was used to calculate the correlation. The results obtained are in accordance with the specific objectives: the first objective indicates that the level of e-commerce of the retail company, Promart Homecenter, Tarapoto 2022 is medium, because they consider that the platform meets expectations without exceeding them. In addition, many buyers are not familiar with the use and management of the online platform; they prefer physical stores as the most reliable option for purchasing their products. The second objective shows that the level of customer satisfaction of the retail company Promart Homecenter, Tarapoto 2022 is medium, due to delays, failures, poorly detailed product descriptions and lack of stock updates on the website. In addition to the poor attention they perceive to complaints, changes or returns, given that they do not receive timely, reliable and personalized attention, the final conclusion is that e-commerce has a positive influence on customer satisfaction in the retail company Promart Homecenter, Tarapoto 2022.
Innovation and Strategic Planning for Digital Investment Projects
No full textIntroduction: 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
Digital business strategy for the formulation and evaluation of an investment project
No full textThis research proposes a digital business strategy in the Fund for Economic Development of the Government of the State of Bolivar, Ciudad Bolivar context. The Research Line: Research and Development Management, as well as the Group: Business Management and Corporate Social Responsibility and the Work Area: Formulation and Evaluation of Projects. The general objective was oriented to: Propose a digital business strategy for the formulation and evaluation of the investment project. The theoretical or referential framework addresses: Digital business model, digital ecosystems, digital strategies, digital tools and the formulation and evaluation of the investment project. The study was framed in a positivist paradigm, with a quantitative approach, non-experimental field design and a projective level of research. Non-participant observation and interview techniques were used for data collection. As an instrument, the observation guide, adjusted to three (03) dimensions, and the interview script worked with nine (09) items, of which four (04) were of polychotomous and selection questions, as well as five (05) items of open questions, in direct relation to the objectives and variables of the research, applied to the analysts of the credit application department. Its validation was by expert judgment. The population was represented by 16 workers and a sample represented by two (2) analysts of the institution and 5 applicants in a non-probabilistic intentional sampling. Among the conclusions was the need to make changes and adaptations to the digital world, so that small and medium-sized enterprises can obtain significant benefits, articulated with this credit organization, in response to the nation\u27s economic and social development plans, from the local level, as an integrated action strategy
Influence of social media on digital marketing
No full textThe 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
Development of a web application for sales control and decision-making at the national entrepreneurship and telecommunications corporation - CNET in the Canton of La Maná
No full textThe proposed research project focuses on the "Development of a Web Application for Sales Control and Decision Making in the National Corporation of Entrepreneurs and Telecommunications (CNET) of the Canton of La Maná". This company is part of the local market for technological products and services in the La Maná canton, but with technological advances and digital presence on the Internet, a prevailing need was identified to improve its digital presence and interaction with its customers through a web application. Since despite having an internal administration system regulated by ARCOTEL, oriented for employee use, CNET faces significant limitations in terms of connectivity with its clients. The lack of a web application for the offer of its products and services creates a gap in the company\u27s ability to facilitate online purchases and manage payments for services efficiently. Implementing a specific web application will address these shortcomings and provide concrete solutions to the challenges facing the corporation. By creating mainly three modules, the store module, designed with the versatility of WordPress and supported by the Payphone banking exchange service, which aims to give the online shopping experience to CNET customers. On the other hand, the collections module, developed using the Laravel framework and a solid database built with MariaDB, aims to centralize and optimize the management of the monthly payment of the internet service they have with CNET, whose transactional mode will be through Payphone, in this module reinforces the reliability of transactions and contributes to CNET\u27s operational efficiency. It also consists of a decision-making module, which contains a Dashboard, whose objective is to help the business owner in making decisions, through the data collected from his clients, then processed and exposed through said module to be taken. a decision to improve your company. The proposed application not only meets the immediate needs of the corporation but also establishes a solid framework for its continued growth in an increasingly digital and competitive business environment
From web platform to decision: a comprehensive approach for CNET in La Maná, Ecuador
No full textThe document presented a comprehensive framework for designing and building a web application geared towards sales control and decision-making. It began with the consolidation of the web as infrastructure, interface and business space, and characterised the technological platform (HTML5, CSS3, JavaScript, HTTP/2, HTTPS) together with client-server architectures, PWA and WebAssembly. It analysed application types (static, dynamic, portals, animated) and linked them to contemporary patterns—three layers, microservices, serverless and PWA—evaluating their compromises in terms of modularity, deployment and maintenance. On that basis, he described the proposed stack: front-end with web standards and frameworks (React/Angular/Vue), back-end with PHP/Laravel or Python/Django, and relational persistence with MariaDB for its performance and compatibility with MySQL. He also considered the tactical use of WordPress when speed and extensibility were paramount, defining its limits in relation to transactional and analytical needs. Methodologically, he justified the adoption of an agile approach with Scrum for the CNET case in Cantón La Maná, highlighting incremental delivery, uncertainty management, and early feedback. He linked the development cycle with DevOps practices (CI/CD, automated testing, and infrastructure as code) to reduce time-to-value. At the analytical layer, he articulated a Business Intelligence model that integrated ETL processes, OLTP/OLAP data warehouses, dimensional modelling, and architectural options (traditional, modern, cloud, and distributed), proposing a hybrid deployment: central data governance and data marts by domain. Finally, it outlined a roadmap for security, observability and augmented analytics (forecasting, segmentation, anomaly detection) and recognised common risks —heterogeneous data quality and technical debt— as variables that can be managed through governance and continuous training.
Influence of the marketplace on the commercial performance of the company Gusto Amazónico in the district of Tarapoto
No full textThis 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