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El poder de la marca personal en el marketing político
No full textIntroduction:Political marketing plays a pivotal role in contemporary society by serving as a bridge between political leaders and the public, shaping opinions on political, social, and economic issues. The importance of authenticity in political communication is emphasized, with the alignment of a political identity to the values of the electorate being deemed essential. The advent of the internet and social media has introduced innovative tools for political marketing, ranging from social media management to public policy formulation, making it a multidisciplinary field that integrates knowledge from diverse disciplines. In this context, Human Branding has emerged as a significant marketing strategy, particularly relevant in politics, where it focuses on promoting the image of an individual as a core component of the message conveyed. Within the political sphere, this strategy seeks to foster emotional and personal connections with the audience by foregrounding the personality and image of the candidate in campaigns. By accentuating candidates' personal traits, values, and life experiences, Human Branding effectively enhances public perception, a process further magnified by its application on digital platforms. This strategy, frequently employed in the campaigns of populist figures, also facilitates the establishment of enduring and influential relationships between political leaders and their electorate. Beyond electoral cycles, it reinforces the concept of a perpetual campaign, maintaining continuous engagement with the public.Methodology:Building upon this premise, the objective of this study is to examine the impact of digital political marketing strategies, evaluate whether the political content provided aligns with the expectations and needs of the electoral consumer, and assess how political marketing influences the political and social behavior of society. The methodology employed in this research involves exploratory analysis of secondary information sources, including scientific articles, manuals, reports, and other relevant materials. Additionally, a descriptive research approach of a mixed nature (qualitative and quantitative) was adopted, utilizing primary data collected through an online questionnaire administered to a sample (n=200) of the voting population from the most recent national election in their respective country (Portugal/Brazil).Results and main conclusions: This empirical research, grounded in theoretical foundations, yielded significant findings, including the observation that most voters recognize the importance of social networks as a key source for accessing political information and content. Irrespective of their political affiliations, respondents also appear to acknowledge the influence that online political content exerts on voting decisions and their perception of political leadership. The Human Branding approach proves particularly effective in populist campaigns, as it prioritizes the personal image of candidates while relegating the roles of political parties, proposals, and facts to a secondary position. Additionally, it is noteworthy that despite the growing prevalence of misinformation within political content on social networks, respondents exhibit a moderate degree of trust in the information they consume. Nevertheless, they are also aware of the impact that such content and external influences, including the opinions of friends, family members, and digital influencers, have on their perception of political reality.Introducción: El marketing político juega un papel fundamental en la sociedad contemporánea al servir como puente entre los líderes políticos y el público, formando opiniones sobre temas políticos, sociales y económicos. Se enfatiza la importancia de la autenticidad en la comunicación política, con lo que se considera esencial la alineación de una identidad política con los valores del electorado. La llegada de Internet y las redes sociales ha introducido herramientas innovadoras para el marketing político, que van desde la gestión de las redes sociales hasta la formulación de políticas públicas, lo que lo convierte en un campo multidisciplinario que integra conocimientos de diversas disciplinas. En este contexto, la Marca Humana ha surgido como una estrategia de marketing significativa, particularmente relevante en política, donde se enfoca en promover la imagen de un individuo como un componente central del mensaje transmitido. Dentro del ámbito político, esta estrategia busca fomentar conexiones emocionales y personales con la audiencia cuando se pone en primer plano la personalidad e imagen del candidato en las campañas. Al acentuar los rasgos personales, los valores y las experiencias de vida de los candidatos, la Marca Humana mejora efectivamente la percepción pública, un proceso que se magnifica aún más con su aplicación en plataformas digitales. Esta estrategia, empleada con frecuencia en las campañas de figuras populistas, también facilita el establecimiento de relaciones duraderas e influyentes entre los líderes políticos y su electorado. Más allá de los ciclos electorales, refuerza el concepto de campaña perpetua para mantener un compromiso continuo con el público. Metodología: En función de esta premisa, el objetivo de este estudio es examinar el impacto de las estrategias de marketing político digital, evaluar si el contenido político proporcionado se alinea con las expectativas y necesidades del consumidor electoral y evaluar cómo el marketing político influye en el comportamiento político y social de la sociedad. La metodología empleada en esta investigación implica el análisis exploratorio de fuentes de información secundarias, incluidos artículos científicos, manuales, informes y otros materiales relevantes. Además, se adoptó un enfoque de investigación descriptiva de naturaleza mixta (cualitativa y cuantitativa), con el uso de datos primarios recopilados a través de un cuestionario en línea administrado a una muestra (n = 200) de la población votante de la elección nacional más reciente en su respectivo país (Portugal/Brasil).Resultados y principales conclusiones: Esta investigación empírica, fundamentada en fundamentos teóricos, arrojó hallazgos significativos, incluida la observación de que la mayoría de los votantes reconocen la importancia de las redes sociales como fuente clave para acceder a información y contenidos políticos. Independientemente de sus afiliaciones políticas, los encuestados también parecen reconocer la influencia que ejerce el contenido político en línea en las decisiones de votación y su percepción del liderazgo político. El enfoque de la Marca Humana resulta particularmente efectivo en campañas populistas, ya que prioriza la imagen personal de los candidatos y relega los roles de los partidos políticos, las propuestas y los hechos a una posición secundaria. Adicionalmente, cabe destacar que a pesar de la creciente prevalencia de desinformación dentro del contenido político en las redes sociales, los encuestados exhiben un grado moderado de confianza en la información que consumen. Sin embargo, también son conscientes del impacto que dichos contenidos e influencias externas, incluidas las opiniones de amigos, familiares e influencers digitales, tienen en su percepción de la realidad política
Las heroínas literarias y la legislación. Discursos literarios y derechos femeninos
No full textIntroduction: The article analyzes the influence of literary heroines on the evolution of gender legislation and the defense of women's reproductive rights, focusing on how these figures have challenged gender roles, serving as symbols of resistance and social transformation throughout history. The objective is to evaluate how literary representation has contributed to social and legal changes in favor of the struggle for bodily autonomy. Methodology: The methodology is analytical, confronting literary texts with the socio-legal context of different eras and nations. Discussion: It argues the relevance of literary heroines as manifestations that not only reflect the aspirations of their authors but also serve as symbolic tools that have permeated collective thought, encouraging debate for the construction of legal reforms that promote women's rights, influencing social movements and global and national purposes. Conclusions: Female characters in literature have been symbols of struggle and change, challenging the social and legal norms that have limited women. Their stories have contributed to cultural and legal transformation in favor of reproductive rights and gender equality. This demonstrates that artistic expressions have the power to change perceptions, open debates, and transform societies. The progress achieved is the result of collective efforts, but it is necessary to continue the struggle to ensure that all women can fully access their rightsIntroducción: El artículo analiza la influencia de las heroínas literarias en la evolución de la legislación de género y la defensa de los derechos reproductivos de las mujeres, centrándose en cómo estas figuras han desafiado los roles de género, sirviendo como símbolos de resistencia y transformación social a lo largo de la historia. El objetivo es evaluar cómo la representación literaria ha contribuido a los cambios sociales y jurídicos en pro de la lucha por la autonomía corporal. Metodología: Es analítica, confrontando textos literarios con el contexto socio jurídico de diferentes épocas y naciones. Discusión: Subyace en argumentar la relevancia de las heroínas literarias como manifestaciones que no solo reflejan los anhelos de sus autoras y autores, sino que también han servido como herramientas simbólicas que han permeado el pensamiento colectivo, alentando el debate para la construcción de reformas jurídicas que promuevan las garantías de la mujer, influyendo en movimientos sociales y los propósitos a nivel global y nacional. Conclusiones: Los personajes femeninos en la literatura han sido símbolos de lucha y cambio, desafiando las normas sociales y legales que han limitado a las mujeres. Sus historias han ayudado a la transformación cultural y legal en favor de los derechos reproductivos y la igualdad de género. Lo cual, demuestra que las manifestaciones artísticas tienen el poder de cambiar percepciones, abrir debates y modificar sociedades. Los avances logrados son fruto de esfuerzos colectivos, pero es necesario continuar la lucha para garantizar que todas las mujeres puedan acceder plenamente a sus derecho
Nurse’s Characteristics as a Leader in Emergency Settings: a Bibliographic Review
No full textIntroduction: The nurse's leadership in emergency settings plays a crucial role in the efficiency and safety of care provision, where swift and critical decisions in unstable environments are required. The nurse's ability to lead teams, coordinate resources, and ensure the quality of care can be decisive in guaranteeing favorable outcomes for both team and patients.Objective: To identify and synthesize evidence on the nurse’s characteristics as a leader in emergency settings.Methods: A rapid review following the Cochrane methodology. A search was conducted in two databases: CINAHL Complete and MEDLINE Complete. The methodological quality assessment and risk of bias for the selected studies were conducted using the Joanna Briggs Institute's critical appraisal tools. The results from the studies were summarized narratively.Results: Three articles were selected. The nurse’s characteristics as a leader in emergency settings were synthesized into three key domains: intellectual, encompassing knowledge and cognitive skills; technical, related to clinical and procedural expertise; and relational, with a strong emphasis on effective communication, the most frequently cited attribute.Conclusions: This review’s findings provide a foundational reference for future research, underscoring the need for further primary studies to expand and deepen the understanding of nursing leadership in emergency settings
“Waiting time and satisfaction level in adult outpatient traumatology patients in a hospital in Cajamarca, 2025”
No full textIntroduction: Patient satisfaction is an essential indicator of healthcare quality, and waiting time significantly influences their perception of the service received. Objective: To determine the degree of relationship between waiting time and the level of satisfaction in adult outpatients attending the traumatology service of a hospital in Cajamarca, 2025. Materials and methods: This is a quantitative, analytical, and cross-sectional study with a non-probabilistic convenience sample of 83 patients. A validated 25-item questionnaire is used, measuring five dimensions of satisfaction and waiting times across different areas. Statistical analysis includes the chi-square test and Spearman's rho. Results: A significant negative correlation is found between waiting time and satisfaction level (p<0.001; Rho=-4.16). A total of 60.2% of patients report being satisfied, and 37.3% report being pleased. The longest delays are identified in the admissions area. Variables such as age (p=0.049) and type of insurance (p<0.001) show a significant association with satisfaction. Conclusions: Reducing waiting times, especially in initial administrative processes, may increase outpatient satisfaction
Market Assessment for an E-commerce Store of Importadora GV in Ecuador
No full textIntroduction: electronic commerce (EC) has transformed global business dynamics, offering new marketing opportunities through digital platforms. In Ecuador, its sustained growth has encouraged small businesses to consider this modality as a means to improve competitiveness and reach.Objective: To evaluate the market for a potential e-commerce store of Importadora GV in Ecuador.Methods: a cross-sectional, observational, descriptive study was conducted in March 2025 using a structured survey applied to 69 clients of Importadora GV. Variables explored included sociodemographic data, internet usage, online shopping behavior, supply and demand factors, and projections regarding the company’s e-commerce potential.Results: daily internet use was reported by 94,2 % of respondents; 58 % frequently purchased clothing and accessories online, and 56,5 % used smartphones for shopping. The most valued factors were product variety (43.5 %), fast and reliable delivery (58 %), and secure payment options (56.5 %). A total of 72,5 % were familiar with the company, 42 % expressed willingness to shop online, and 37,7 % showed moderate willingness to make digital payments.Conclusions: the analysis revealed a favorable environment for the implementation of a virtual store by Importadora GV, supported by intensive internet use, brand recognition, interest in its products, and positive consumer valuation of key e-commerce factors, confirming its viability as a strategy for market positioning and expansion in Ecuador
The Real Estate Boom in Mazatlán, Sinaloa, Mexico: How Is the Market Moving? And Marketing Strategies
No full textThis article analyzes the real estate boom in Mazatlán, Sinaloa, highlighting the key factors that have driven the city’s recent urban and tourism development. The study examines the impact of national and foreign investment, infrastructure improvements, and public policies that have encouraged market expansion. It also explores the most effective marketing strategies used by real estate companies, emphasizing digital transformation, brand building, and personalized customer experiences. The findings suggest that competitiveness in Mazatlán’s real estate market largely depends on technological innovation, professional service standards, and adaptation to emerging consumer trends. Mazatlán is projected to remain one of the most promising real estate investment destinations on Mexico’s Pacific coast
