Template-Type: ReDIF-Article 1.0 Author-Name: Franko Raúl Salazar-Novoa Author-Name-First: Franko Raúl Author-Name-Last: Salazar-Novoa Author-Name: Marco Armando Gálvez-Díaz Author-Name-First: Marco Armando Author-Name-Last: Gálvez-Díaz Author-Name: Ángel Cárdenas-García Author-Name-First: Ángel Author-Name-Last: Cárdenas-García Title: Influence of the marketplace on the commercial performance of the company Gusto Amazónico in the district of Tarapoto Abstract: 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. Journal: Diginomics Pages: 37 Volume: 1 Issue: Year: 2022 DOI: 10.56294/digi202237 Handle: RePEc:dbk:digino:v:1:y:2022:i::p:37:id:1056294digi202237 Template-Type: ReDIF-Article 1.0 Author-Name: Marcos Pedrol Author-Name-First: Marcos Author-Name-Last: Pedrol Author-Name: Javier Romero Author-Name-First: Javier Author-Name-Last: Romero Title: Impact of email marketing as a communication and online sales tool Abstract: 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. Journal: Diginomics Pages: 43 Volume: 1 Issue: Year: 2022 DOI: 10.56294/digi202243 Handle: RePEc:dbk:digino:v:1:y:2022:i::p:43:id:1056294digi202243 Template-Type: ReDIF-Article 1.0 Author-Name: Franko Raúl Salazar-Novoa Author-Name-First: Franko Raúl Author-Name-Last: Salazar-Novoa Author-Name: Marco Armando Gálvez-Díaz Author-Name-First: Marco Armando Author-Name-Last: Gálvez-Díaz Author-Name: Ángel Cárdenas-García Author-Name-First: Ángel Author-Name-Last: Cárdenas-García Title: Digital strategy for the growth of micro and small enterprises: the case of Gusto Amazónico in Tarapoto Abstract: 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. Journal: Diginomics Pages: 22 Volume: 1 Issue: Year: 2022 DOI: 10.56294/digi202222 Handle: RePEc:dbk:digino:v:1:y:2022:i::p:22:id:1056294digi202222 Template-Type: ReDIF-Article 1.0 Author-Name: Juan Cruz Arocena Author-Name-First: Juan Cruz Author-Name-Last: Arocena Author-Name: Javier Romero Author-Name-First: Javier Author-Name-Last: Romero Title: Influence of social media on digital marketing Abstract: 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. Journal: Diginomics Pages: 36 Volume: 1 Issue: Year: 2022 DOI: 10.56294/digi202236 Handle: RePEc:dbk:digino:v:1:y:2022:i::p:36:id:1056294digi202236 Template-Type: ReDIF-Article 1.0 Author-Name: Yorlis Josefina Mora de Montero Author-Name-First: Yorlis Josefina Author-Name-Last: Mora de Montero Author-Name: Luis Alfredo Figuera Lara Author-Name-First: Luis Alfredo Author-Name-Last: Figuera Lara Title: Digital business strategy for the formulation and evaluation of an investment project Abstract: This 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's economic and social development plans, from the local level, as an integrated action strategy. Journal: Diginomics Pages: 69 Volume: 2 Issue: Year: 2023 DOI: 10.56294/digi202369 Handle: RePEc:dbk:digino:v:2:y:2023:i::p:69:id:1056294digi202369 Template-Type: ReDIF-Article 1.0 Author-Name: Daisy Lilith Saldaña Ríos Author-Name-First: Daisy Lilith Author-Name-Last: Saldaña Ríos Author-Name: Ángel Cárdenas García Author-Name-First: Ángel Author-Name-Last: Cárdenas García Title: Digital marketing and the purchase decision process in customers of the company Mi dulce Grazia Abstract: 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. Journal: Diginomics Pages: 51 Volume: 2 Issue: Year: 2023 DOI: 10.56294/digi202351 Handle: RePEc:dbk:digino:v:2:y:2023:i::p:51:id:1056294digi202351 Template-Type: ReDIF-Article 1.0 Author-Name: Juan Cruz Arocena Author-Name-First: Juan Cruz Author-Name-Last: Arocena Author-Name: Javier Romero Author-Name-First: Javier Author-Name-Last: Romero Title: Instagram influencers and their contribution to consumer purchasing motivations in Latin America Abstract: 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. Journal: Diginomics Pages: 57 Volume: 2 Issue: Year: 2023 DOI: 10.56294/digi202357 Handle: RePEc:dbk:digino:v:2:y:2023:i::p:57:id:1056294digi202357 Template-Type: ReDIF-Article 1.0 Author-Name: Marcos Pedrol Author-Name-First: Marcos Author-Name-Last: Pedrol Author-Name: Javier Romero Author-Name-First: Javier Author-Name-Last: Romero Title: Email marketing as a strategic tool in digital competitiveness Abstract: The 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. Journal: Diginomics Pages: 78 Volume: 2 Issue: Year: 2023 DOI: 10.56294/digi202378 Handle: RePEc:dbk:digino:v:2:y:2023:i::p:78:id:1056294digi202378 Template-Type: ReDIF-Article 1.0 Author-Name: Yorlis Josefina Mora de Montero Author-Name-First: Yorlis Josefina Author-Name-Last: Mora de Montero Author-Name: Luis Alfredo Figuera Lara Author-Name-First: Luis Alfredo Author-Name-Last: Figuera Lara Title: Innovation and Strategic Planning for Digital Investment Projects Abstract: 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. Journal: Diginomics Pages: 54 Volume: 2 Issue: Year: 2023 DOI: 10.56294/digi202354 Handle: RePEc:dbk:digino:v:2:y:2023:i::p:54:id:1056294digi202354 Template-Type: ReDIF-Article 1.0 Author-Name: Matias Chiavelli Author-Name-First: Matias Author-Name-Last: Chiavelli Title: Omnichannel retailing as a strategic necessity Abstract: 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. Journal: Diginomics Pages: 61 Volume: 2 Issue: Year: 2023 DOI: 10.56294/digi202361 Handle: RePEc:dbk:digino:v:2:y:2023:i::p:61:id:1056294digi202361 Template-Type: ReDIF-Article 1.0 Author-Name: Daisy Lilith Saldaña Ríos Author-Name-First: Daisy Lilith Author-Name-Last: Saldaña Ríos Author-Name: Ángel Cárdenas García Author-Name-First: Ángel Author-Name-Last: Cárdenas García Title: Digital strategies and their impact on consumer behavior in Tarapoto Abstract: The 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. Journal: Diginomics Pages: 63 Volume: 2 Issue: Year: 2023 DOI: 10.56294/digi202363 Handle: RePEc:dbk:digino:v:2:y:2023:i::p:63:id:1056294digi202363 Template-Type: ReDIF-Article 1.0 Author-Name: Ivanna Victoria Contreras Author-Name-First: Ivanna Victoria Author-Name-Last: Contreras Author-Name: Ignacio Ruiz Author-Name-First: Ignacio Author-Name-Last: Ruiz Title: Application and impact of artificial intelligence in external auditing processes Abstract: 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. Journal: Diginomics Pages: 106 Volume: 3 Issue: Year: 2024 DOI: 10.56294/digi2024106 Handle: RePEc:dbk:digino:v:3:y:2024:i::p:106:id:1056294digi2024106 Template-Type: ReDIF-Article 1.0 Author-Name: Leandro Andrés Culetto Author-Name-First: Leandro Andrés Author-Name-Last: Culetto Author-Name: Emmanuel Peña Álvarez Author-Name-First: Emmanuel Author-Name-Last: Peña Álvarez Title: Open innovation to accelerate the adoption of artificial intelligence in the financial services industry Abstract: This research explores the implementation of an open innovation program in a software solutions development company, with the aim of accelerating the adoption of artificial intelligence through effective collaboration with start-ups. The analysis of the situation shows that technology companies are experiencing difficulties in sustaining the pace of innovation demanded by the exponential growth of technology in an increasingly competitive environment. In this vein, different strategies are proposed within action plans designed to promote the use of artificial intelligence in a way that allows for open innovation in product and process dimensions. The conclusion identifies that the synergy between open innovation and artificial intelligence provides an opportunity to generate a sustainable competitive advantage for companies in the financial services industry that adopt it. Journal: Diginomics Pages: 149 Volume: 3 Issue: Year: 2024 DOI: 10.56294/digi2024149 Handle: RePEc:dbk:digino:v:3:y:2024:i::p:149:id:1056294digi2024149 Template-Type: ReDIF-Article 1.0 Author-Name: Josué Rios del Aguila Author-Name-First: Josué Author-Name-Last: Rios del Aguila Author-Name: Alberto Alva-Arévalo Author-Name-First: Alberto Author-Name-Last: Alva-Arévalo Author-Name: Ángel Cárdenas-García Author-Name-First: Ángel Author-Name-Last: Cárdenas-García Title: E-commerce and its relationship with customer satisfaction among Mishky Cacao association customers Abstract: 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). Journal: Diginomics Pages: 117 Volume: 3 Issue: Year: 2024 DOI: 10.56294/digi2024117 Handle: RePEc:dbk:digino:v:3:y:2024:i::p:117:id:1056294digi2024117 Template-Type: ReDIF-Article 1.0 Author-Name: Josué Rios Del Aguila Author-Name-First: Josué Rios Author-Name-Last: Del Aguila Author-Name: Alberto Alva-Arévalo Author-Name-First: Alberto Author-Name-Last: Alva-Arévalo Author-Name: Ángel Cárdenas-García Author-Name-First: Ángel Author-Name-Last: Cárdenas-García Title: Impact of E-Commerce on Business Competitiveness and Customer Satisfaction Abstract: 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. Journal: Diginomics Pages: 134 Volume: 3 Issue: Year: 2024 DOI: 10.56294/digi2024134 Handle: RePEc:dbk:digino:v:3:y:2024:i::p:134:id:1056294digi2024134 Template-Type: ReDIF-Article 1.0 Author-Name: Matias Chiavelli Author-Name-First: Matias Author-Name-Last: Chiavelli Title: “The journey towards omnichannel retailing”: Lozada Travel Abstract: 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. Journal: Diginomics Pages: 104 Volume: 3 Issue: Year: 2024 DOI: 10.56294/digi2024104 Handle: RePEc:dbk:digino:v:3:y:2024:i::p:104:id:1056294digi2024104 Template-Type: ReDIF-Article 1.0 Author-Name: Yamil Ali Abdelnabe Vidal Author-Name-First: Yamil Ali Author-Name-Last: Abdelnabe Vidal Author-Name: Javier Romero Author-Name-First: Javier Author-Name-Last: Romero Title: Millennials and their behavior when buying clothing online Abstract: 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. Journal: Diginomics Pages: 116 Volume: 3 Issue: Year: 2024 DOI: 10.56294/digi2024116 Handle: RePEc:dbk:digino:v:3:y:2024:i::p:116:id:1056294digi2024116 Template-Type: ReDIF-Article 1.0 Author-Name: Yamil Ali Abdelnabe Vidal Author-Name-First: Yamil Ali Author-Name-Last: Abdelnabe Vidal Author-Name: Javier Romero Author-Name-First: Javier Author-Name-Last: Romero Title: Millennials: between hyperconnectivity and e-commerce Abstract: 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. Journal: Diginomics Pages: 141 Volume: 3 Issue: Year: 2024 DOI: 10.56294/digi2024141 Handle: RePEc:dbk:digino:v:3:y:2024:i::p:141:id:1056294digi2024141 Template-Type: ReDIF-Article 1.0 Author-Name: Ivanna Victoria Contreras Author-Name-First: Ivanna Victoria Author-Name-Last: Contreras Author-Name: Ignacio Ruiz Author-Name-First: Ignacio Author-Name-Last: Ruiz Title: Artificial Intelligence as a Strategic Ally in the Financial Sphere Abstract: 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. Journal: Diginomics Pages: 118 Volume: 3 Issue: Year: 2024 DOI: 10.56294/digi2024118 Handle: RePEc:dbk:digino:v:3:y:2024:i::p:118:id:1056294digi2024118 Template-Type: ReDIF-Article 1.0 Author-Name: Leandro Andrés Culetto Author-Name-First: Leandro Andrés Author-Name-Last: Culetto Author-Name: Emmanuel Peña Álvarez Author-Name-First: Emmanuel Author-Name-Last: Peña Álvarez Title: Open innovation as a strategic driver in Santex's digital transformation Abstract: 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. Journal: Diginomics Pages: 108 Volume: 3 Issue: Year: 2024 DOI: 10.56294/digi2024108 Handle: RePEc:dbk:digino:v:3:y:2024:i::p:108:id:1056294digi2024108 Template-Type: ReDIF-Article 1.0 Author-Name: Daisy Lilith Saldaña Ríos Author-Name-First: Daisy Lilith Saldaña Ríos Author-Name-Last: Daisy Lilith Saldaña Ríos Author-Name: Ángel Cárdenas García Author-Name-First: Ángel Author-Name-Last: Cárdenas García Title: Impact of Digital Marketing on the Consumer's Purchase Decision Abstract: 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. Journal: Diginomics Pages: 103 Volume: 3 Issue: Year: 2024 DOI: 10.56294/digi2024103 Handle: RePEc:dbk:digino:v:3:y:2024:i::p:103:id:1056294digi2024103 Template-Type: ReDIF-Article 1.0 Author-Name: Dora Gisela Castañeda Hernández Author-Name-First: Dora Gisela Author-Name-Last: Castañeda Hernández Author-Name: Bibiana Alexandra Parra Gonzalez Author-Name-First: Bibiana Alexandra Author-Name-Last: Parra Gonzalez Author-Name: Lina Tatiana Diaz Caicedo Author-Name-First: Lina Tatiana Author-Name-Last: Diaz Caicedo Author-Name: Leydy Johana Palma Lozano Author-Name-First: Leydy Johana Author-Name-Last: Palma Lozano Author-Name: Katherin Fernanda Bojacá Acero Author-Name-First: Katherin Fernanda Author-Name-Last: Bojacá Acero Title: Teleworking and post-pandemic digital transformation Abstract: The COVID-19 pandemic forced humanity to face a shocking reality where the priority was to stay safe and take care of their loved ones. However, adapting to this new reality and continuing with day-to-day life was the challenge. For many Colombian companies, it meant the end of their business, but for most, it produced a change in the way they carried out their economic activities in order to stay afloat. It is at this moment that teleworking becomes important for many sectors. In this article, the participants conducted qualitative research with an exhaustive documentary review to obtain results on three variables: the reduction in absenteeism, increased productivity with the adoption of new technologies, and the adaptation difficulties of companies with low digitalization. They concluded that after 2020, Colombians adopted new business policies where the greatest challenge was preserving the integrity of workers and maintaining confidentiality policies. It is at this moment that the correct use of technology becomes indispensable for companies and causes a change in corporate thinking with an eye to the future. Journal: Diginomics Pages: 230 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025230 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:230:id:1056294digi2025230 Template-Type: ReDIF-Article 1.0 Author-Name: Daniela Gascón Ramírez Author-Name-First: Daniela Author-Name-Last: Gascón Ramírez Author-Name: Nelson Varona Rodríguez Author-Name-First: Nelson Author-Name-Last: Varona Rodríguez Title: Guidelines for the design of a digital marketing strategy of the Cuban Ministry of Tourism aimed at the Canadian market Abstract: 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. Journal: Diginomics Pages: 200 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025200 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:200:id:1056294digi2025200 Template-Type: ReDIF-Article 1.0 Author-Name: Karen Eliana Barrera Ortiz Author-Name-First: Karen Eliana Author-Name-Last: Barrera Ortiz Author-Name: Oscar Buitrago Sanchez Author-Name-First: Oscar Author-Name-Last: Buitrago Sanchez Author-Name: Sidney Johanna Villanueva Pineda Author-Name-First: Sidney Johanna Author-Name-Last: Villanueva Pineda Title: How does the use of Big Data influence strategic decision-making in Colombian companies? Abstract: This study examined the influence of Big Data use on strategic decision-making in Colombian companies, based on a documentary review of academic literature, institutional reports, and business cases. The analysis identified how Big Data has become a strategic resource for improving operational efficiency, anticipating trends, and supporting data-driven decisions. The findings showed that, although large organizations have made progress in its adoption, significant gaps persist in MSMEs, particularly in areas such as access to technology, digital talent development, and an organizational culture oriented toward data analytics. Furthermore, ethical and regulatory challenges related to data governance were recognized. The conclusion was that Big Data represents not only a technological tool but a transformative capability that redefines business management in Colombia. To harness its potential, it is necessary to strengthen the regulatory environment, close digital gaps, and foster data analytics literacy. Journal: Diginomics Pages: 218 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025218 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:218:id:1056294digi2025218 Template-Type: ReDIF-Article 1.0 Author-Name: Miller Jadir Narvaez Barrera Author-Name-First: Miller Jadir Author-Name-Last: Narvaez Barrera Title: Transformation of administrative management through emerging technologies and digital innovation Abstract: The purpose of this article was to analyze how emerging technologies are transforming administrative management through innovation processes. To this end, an academic review was conducted focusing on scientific articles published between 2018 and 2024, both empirical and review articles, with an emphasis on studies of the Latin American context. Three main dimensions were addressed: the transformation of organizational processes, changes in leadership models, and future projections for administration. The findings, based on contributions from authors such as Sánchez-Torres, Vega, Salazar, Reyes, García-Bernal, and López, showed that tools such as artificial intelligence, blockchain, automation, and predictive analytics have significantly impacted operational and strategic efficiency. Likewise, new styles of digital leadership and challenges associated with ethics, technological inclusion, and organizational sustainability were identified. It was concluded that digital transformation goes beyond the use of technologies, requiring strategic vision, digital skills, and adaptive capacity in contemporary administrative environments. Journal: Diginomics Pages: 204 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025204 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:204:id:1056294digi2025204 Template-Type: ReDIF-Article 1.0 Author-Name: Juan Ignacio Gutierrez Author-Name-First: Juan Ignacio Author-Name-Last: Gutierrez Title: Integrated Customer Service System with Artificial Intelligence for Pharmacies Abstract: 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. Journal: Diginomics Pages: 202 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025202 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:202:id:1056294digi2025202 Template-Type: ReDIF-Article 1.0 Author-Name: Paulina López Salinas Author-Name-First: Paulina Author-Name-Last: López Salinas Author-Name: Guillermo Alejandro Zaragoza Alvarado Author-Name-First: Guillermo Alejandro Author-Name-Last: Zaragoza Alvarado Author-Name: Gilberto Nieto López Author-Name-First: Gilberto Author-Name-Last: Nieto López Author-Name: Víctor Manuel Romo Pérez Author-Name-First: Víctor Manuel Author-Name-Last: Romo Pérez Title: Impact of Multilateral Organizations on Mexico's Economic Integration and International Negotiations Abstract: Globalization and growing economic interdependence have driven Mexico's participation in multilateral organizations such as the WTO, the ALADI, and the OECD. These institutions promote common standards, the reduction of trade barriers, and institutional strengthening, key elements in the process of economic integration. This analysis examines how Mexico's participation in these organizations has influenced its trade policy and the negotiation of international treaties. Based on a documentary review and regulatory analysis, the main national legislation related to international trade is identified, including the Foreign Trade Law, the Customs Law, as well as treaties such as the USMCA and the Trans-Pacific Partnership Agreement (TPPTA). Trends such as open regionalism, global value chains, and the role of dispute settlement mechanisms are also examined. The research concludes that Mexico's membership in these organizations has strengthened its legal framework, increased its negotiating capacity, and generated opportunities for market diversification. However, it has also entailed challenges such as regulatory harmonization and the adaptation of vulnerable sectors. This study seeks to provide elements for understanding the relevance of multilateral organizations in Mexican foreign policy and to foster a culture of critical analysis regarding the international commitments undertaken. Journal: Diginomics Pages: 168 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025168 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:168:id:1056294digi2025168 Template-Type: ReDIF-Article 1.0 Author-Name: Duber Reinaldo Sánchez Carrera Author-Name-First: Duber Reinaldo Author-Name-Last: Sánchez Carrera Title: Brainketing. The Future of Marketing: Integrating Neuroscience and Consumer Strategies Abstract: Brainketing, which integrates neuroscience and consumer strategies, represents a significant evolution in modern marketing. This approach focuses on understanding consumer emotions and decisions through continuous behavioral research, the implementation of A/B testing, and constant updating on advances in neuroscience and technology. Ethics are central to the practice of Brainketing, as the manipulation of emotions poses dilemmas that must be addressed responsibly. Furthermore, cultural adaptation is crucial to resonate with diverse audiences. Despite the challenges, Brainketing offers transformative potential for companies, allowing them to communicate more effectively with consumers in a complex and competitive market environment. The preparation of the document is based on a comprehensive review of the existing literature on Brainketing, analysis of case studies, and the integration of neuroscience and marketing theories. Journal: Diginomics Pages: 300 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025300 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:300:id:1056294digi2025300 Template-Type: ReDIF-Article 1.0 Author-Name: Jorge Augusto Meléndez Alvarado Author-Name-First: Jorge Augusto Author-Name-Last: Meléndez Alvarado Author-Name: Katty Alamo Larrañaga Author-Name-First: Katty Alamo Larrañaga Author-Name-Last: Katty Alamo Larrañaga Author-Name: Rony Flores Ramírez Author-Name-First: Rony Author-Name-Last: Flores Ramírez Title: Organic electronic word-of-mouth perception and the purchasing decision of Hacienda Vimalu customers Abstract: 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. Journal: Diginomics Pages: 155 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025155 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:155:id:1056294digi2025155 Template-Type: ReDIF-Article 1.0 Author-Name: Antonio Sucre Author-Name-First: Antonio Author-Name-Last: Sucre Author-Name: Delia Consuegra Author-Name-First: Delia Author-Name-Last: Consuegra Author-Name: María Mitre Author-Name-First: María Author-Name-Last: Mitre Title: Challenges and Opportunities in the Panamanian Digital Economy: A Systematic Review of the Future Abstract: This article offers a comprehensive review of the current state of the digital economy in Panama. It presents an analysis of academic studies, official reports, and statistics published between 2015 and 2025. The findings indicate significant advancements in digital infrastructure, e-commerce, and online financial services, although challenges remain such as regional digital divides, low technological training, and a limited regulatory framework. Progress in digital management and the adoption of fintechs is highlighted, and public policies are suggested to promote a more inclusive and innovative development. This review aims to serve as a starting point for future research and strategic decisions in digital transformation in Panama. Journal: Diginomics Pages: 285 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025285 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:285:id:1056294digi2025285 Template-Type: ReDIF-Article 1.0 Author-Name: Gilberto Nieto López Author-Name-First: Gilberto Author-Name-Last: Nieto López Author-Name: Guillermo Alejandro Zaragoza Alvarado Author-Name-First: Guillermo Alejandro Author-Name-Last: Zaragoza Alvarado Title: The inffuence of multilateral organizations and global integration on Mexico's international treaties Abstract: 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. Journal: Diginomics Pages: 177 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025177 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:177:id:1056294digi2025177 Template-Type: ReDIF-Article 1.0 Author-Name: Cristian Brayan Ramírez-Fernández Author-Name-First: Cristian Brayan Author-Name-Last: Ramírez-Fernández Author-Name: Alberto Alva-Arévalo Author-Name-First: Alberto Author-Name-Last: Alva-Arévalo Author-Name: José Seijas-Díaz Author-Name-First: José Author-Name-Last: Seijas-Díaz Author-Name: Karla Martell-Alfaro Author-Name-First: Karla Author-Name-Last: Martell-Alfaro Title: E-commerce as a driver of craftsmanship in native peruvian communities Abstract: In recent decades, e-commerce has established itself as a key transformation of the global economic landscape, driven by technological advances and growing digital connectivity. This modality has revitalised local economies and revalued traditionally marginalised sectors, such as handicrafts. Research in Portugal has shown that UX/UI design on digital platforms has facilitated the revitalisation of handicrafts. In France, the pandemic accelerated the digitisation of the sector, while in Thailand, an e-commerce system was developed to preserve traditional crafts. In Peru, studies in Cusco confirmed the influence of e-commerce on purchasing behaviour, and in Tarapoto, the implementation of the ODOO ERP system improved sales, customer portfolio and process efficiency. The theoretical framework addressed e-commerce concepts and models (B2C, B2B, C2C, among others), types of platforms and their advantages and disadvantages. User-centred design (UCD) and the ISO 13407 standard were also highlighted as approaches to ensure solutions tailored to the needs of artisans and consumers. Marketing was presented as a comprehensive process that includes prospecting, presenting the offer and building customer loyalty. In the Peruvian context, the limited application of e-commerce in indigenous communities such as the Shawi was highlighted, representing a strategic opportunity to integrate cultural tradition and the global market. The research concluded that e-commerce, when implemented in a planned and participatory manner, not only boosts sales and economic development, but also strengthens cultural preservation and the international projection of artisanal heritage. Journal: Diginomics Pages: 185 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025185 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:185:id:1056294digi2025185 Template-Type: ReDIF-Article 1.0 Author-Name: Cristian Brayan Ramírez-Fernández Author-Name-First: Cristian Brayan Author-Name-Last: Ramírez-Fernández Author-Name: Alberto Alva-Arévalo Author-Name-First: Alberto Author-Name-Last: Alva-Arévalo Author-Name: José Seijas-Díaz Author-Name-First: José Author-Name-Last: Seijas-Díaz Author-Name: Karla Martell-Alfaro Author-Name-First: Karla Author-Name-Last: Martell-Alfaro Title: User-centred design of an e-commerce platform for the marketing of handicrafts from native communities in the Upper Amazon región Abstract: 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. Journal: Diginomics Pages: 203 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025203 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:203:id:1056294digi2025203 Template-Type: ReDIF-Article 1.0 Author-Name: José Wong-Villacorta Author-Name-First: José Author-Name-Last: Wong-Villacorta Author-Name: Jesús Rodríguez-Sánchez Author-Name-First: Jesús Author-Name-Last: Rodríguez-Sánchez Author-Name: Ángel Cárdenas-García Author-Name-First: Ángel Author-Name-Last: Cárdenas-García Title: Virtual platform for the commercial coordination of agricultural producers' markets in the San Martín región Abstract: The research aimed to design a prototype virtual platform with functionalities that contribute to direct commercial coordination between small agricultural producers and buyers in San Martín. This study was applied, descriptive in scope, quantitative in approach, and with a propositional, non-experimental cross-sectional design. The sample consisted of 30 key stakeholders, including 10 producers, 10 suppliers, and 10 customers. A survey and questionnaire were used. The results show that agricultural producers in San Martín have limited socioeconomic conditions, low associativity, and a strong dependence on intermediaries; buyers, in turn, have limited direct access to producers, although they express a willingness to use digital platforms; suppliers operate in a poorly digitalized environment, with limited connections with producers; and commercial coordination is generally low, with a predominance of informal relationships. In this context, it was concluded that the "AgroConecta San Martín" platform is emerging as a comprehensive solution to energize and formalize the regional agricultural market, strengthening ties between key players through digitalization, geolocation, training, and commercial formalization. Journal: Diginomics Pages: 240 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025240 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:240:id:1056294digi2025240 Template-Type: ReDIF-Article 1.0 Author-Name: José Wong-Villacorta Author-Name-First: José Author-Name-Last: Wong-Villacorta Author-Name: Jesús Rodríguez-Sánchez Author-Name-First: Jesús Author-Name-Last: Rodríguez-Sánchez Author-Name: Ángel Cárdenas-García Author-Name-First: Ángel Author-Name-Last: Cárdenas-García Title: Digitization and agricultural markets: a proposal for the San Martín region Abstract: Introduction The study addressed the problem of the structural disconnect between agricultural producers in the San Martín region and potential markets, a situation that limited profitability and created high dependence on intermediaries. Given this reality, the design of a virtual platform was proposed to facilitate direct commercial coordination, improving the visibility of local supply and strengthening the economic inclusion of farmers. Development The research was based on a review of international, national, and local experiences that demonstrated the potential of digital platforms to optimize agricultural marketing processes. Cases were analyzed where digitization made it possible to shorten intermediation chains, strengthen partnerships, and expand access to high-value markets. The findings highlighted that, although technology improved the competitiveness and diversification of producers, its effectiveness depended on factors such as technological infrastructure, digital capabilities, and the existence of inclusive public policies. The analysis of the profile of producers, customers, and suppliers in San Martín made it possible to define the functional requirements of the platform, as well as its orientation towards a sustainable model adapted to the territorial and productive conditions of the region. Conclusion It was concluded that the design of a virtual platform was a catalyst for the transition of family farming in San Martín towards a more competitive and inclusive model. However, its success required the integration of training, infrastructure, and inter-institutional collaboration strategies, aligned with global trends in digitalization and the particularities of the regional agri-food value chain. Journal: Diginomics Pages: 257 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025257 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:257:id:1056294digi2025257 Template-Type: ReDIF-Article 1.0 Author-Name: Samuel Ejiro Uwhejevwe-Togbolo Author-Name-First: Samuel Ejiro Author-Name-Last: Uwhejevwe-Togbolo Author-Name: Annmarie Nkemejina Okoli Author-Name-First: Annmarie Author-Name-Last: Nkemejina Okoli Author-Name: Ajueyitse Martins Otuedon Author-Name-First: Ajueyitse Martins Author-Name-Last: Otuedon Author-Name: Victoria Omenebele Kaizar Author-Name-First: Victoria Author-Name-Last: Omenebele Kaizar Title: Accounting realism in the metaverse: a socio-psychological lens on CSR integration and ethical decision-making Abstract: The tension that realism in accounting in the Metaverse faces is deep philosophical and practical: it is the limit between simulation and reality. In order to bridge the gap associated with the study, the study attempts to reduce the gap by considering accounting realism in the Metaverse: A socio-psychological lens on corporate social responsibility (CSR) integration and ethical decision-making, and how users understand financial accountability, internalise CSR values and make moral choices in avatar-mediated communication. The study acknowledges that accounting realism will need to adjust to the changing Metaverse to embody the economic substance of simulated transactions. These necessitate reviewing conventional models in order to allow the inclusion of digital phenomena without subjecting financial reporting to compromise. In spite of the transformative power, digital CSR is grappling with a collection of operational and ethical issues that cast doubts on its credibility and usefulness. The study concluded that Realism in accounting, association with the Metaverse and the use of socio-psychological approaches to CSR and ethical determinants are part of an important development in organisational governance. It was recommended that international accounting committees like the IASB and FASB, to begin with, ought to liaise with one another to design universal reporting mechanisms and virtual audit methods to be used in recording digital assets. Journal: Diginomics Pages: 251 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025251 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:251:id:1056294digi2025251 Template-Type: ReDIF-Article 1.0 Author-Name: Md Alimul Haque Author-Name-First: Md Author-Name-Last: Alimul Haque Author-Name: Kushboo Mishra Author-Name-First: Kushboo Author-Name-Last: Mishra Author-Name: B. K. Mishra Author-Name-First: B. K. Author-Name-Last: Mishra Title: Leveraging Machine Learning for Advanced Cybersecurity in Next-Generation Networks Abstract: 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. Journal: Diginomics Pages: 181 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025181 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:181:id:1056294digi2025181 Template-Type: ReDIF-Article 1.0 Author-Name: Alegna Cruz Ruiz Author-Name-First: Alegna Author-Name-Last: Cruz Ruiz Author-Name: María de Lourdes Marrero Santos Author-Name-First: María de Lourdes Author-Name-Last: Marrero Santos Author-Name: Damian Valdés Santiago Author-Name-First: Damian Author-Name-Last: Valdés Santiago Title: Intangible Assets and Their Impact on Competitive Advantage: A Systematic Literature Review Abstract: Introduction: This study evaluated the intangible assets that generate competitive advantage, with a specific focus on the hotel sector where IAs are strategic for adaptive capacity and differentiation. Methods: Guided by the Resource and Capabilities Theory and following the PRISMA systematic review method, the research identified interrelated intangible assets. Results: The analysis identified five key, interrelated intangible assets that generate competitive advantage: organizational learning, innovation capacity, organizational commitment, internal marketing, and organizational resilience. Conclusions: The systematic review established that the interrelationship between these five assets, grounded in the Resource and Capabilities Theory, forms a foundational framework for achieving a sustainable competitive advantage. Journal: Diginomics Pages: 226 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025226 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:226:id:1056294digi2025226 Template-Type: ReDIF-Article 1.0 Author-Name: Samuel Ejiro Uwhejevwe-Togbolo Author-Name-First: Samuel Ejiro Author-Name-Last: Uwhejevwe-Togbolo Author-Name: Augustine Akpojevwa Okwoma Author-Name-First: Augustine Author-Name-Last: Akpojevwa Okwoma Author-Name: Annmarie Nkemejina Okoli Author-Name-First: Annmarie Author-Name-Last: Nkemejina Okoli Author-Name: Victoria Omenebele Kaizar Author-Name-First: Victoria Author-Name-Last: Omenebele Kaizar Author-Name: Ajueyitse Martins Otuedon Author-Name-First: Ajueyitse Author-Name-Last: Martins Otuedon Author-Name: Festus Elugom Ubogu Author-Name-First: Festus Author-Name-Last: Elugom Ubogu Title: The influence of CEO psychological traits on CSR disclosure patterns: a metadata perspective Abstract: The study investigated the influence of CEO psychological traits on CSR disclosure patterns: a metadata perspective. The study acknowledged that CSR reports are far more heterogeneous in tone, structure, and credibility despite attempts to add standardisation by such frameworks as the Global Reporting Initiative, the Sustainability Accounting Standards Board and the Integrated Reporting. The study also acknowledged that the nexus between executive psychology and CSR reporting is under-researched. While studies on narcissist CEOs have revealed the leaders to be prone to self-promotional behaviour, empathetic leaders may focus on inclusivity and orientation to stakeholders. The study utilised a panel of 85 non-financial listed firms on the Nigerian Exchange Group (NGX) that was unbalanced between 2011-2023. The data are collected based on notices on firm websites, the GRI database, and the Bloomberg ESG repository. Biographical information on the CEO and compensation data are captured in BoardEx, local filings/proxy statements, and annual reports of the firms. Following the elimination of the firm-years with either missing outcome or key predictors, the working panel includes 3,500 observations outcome of the firms. The finding revealed that CEO openness greatly predetermined future-focused CSR articulations and embracement of new models, in line with open-minded leadership tendencies of adopting innovative strategies and thinking into the future. The study concluded that openness of the CEOs is the most significant determining factor in the change towards adoption of novel CSR frameworks, although the other attributes have an intermediate or indirect effect. It was recommended that Firms must use empathetic CEOs to improve the prosocial tone of the disclosure without compromising technical accuracy and simplicity of the report. Journal: Diginomics Pages: 210 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025210 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:210:id:1056294digi2025210 Template-Type: ReDIF-Article 1.0 Author-Name: Juan Ignacio Gutierrez Author-Name-First: Juan Ignacio Author-Name-Last: Gutierrez Title: Digital transformation of community pharmacies through AI and predictive analytics Abstract: Introduction: The project proposed a comprehensive solution aimed at community pharmacies, seeking to improve customer service, operational management and technological integration. To this end, it combined a mobile application with e-commerce functions and an artificial intelligence chatbot, along with a desktop application for sales management and forecasting. The proposal responded to the growing need for efficient and personalized access to pharmaceutical services, especially in a digitized environment. Development: Building on successful experiences in healthcare and retail, the proposal leveraged tools such as mHealth apps, which were shown to improve treatment adherence and patient autonomy. It also integrated AI-enabled chatbots, useful for medical care, healthcare education and administrative tasks. At the operational level, it incorporated automated inventory systems that optimized processes and reduced errors, strengthening patient safety. In addition, predictive analysis models such as Random Forest or XGBoost were applied, which made it possible to anticipate demand and segment customers with high precision. The use of technologies such as Java, Kotlin, Python and environments such as Android Studio and Electron Forge ensured technical feasibility. The competitive analysis revealed that, although there were pharmacies with shopping applications, none integrated chatbots or reminders, which represented a differential advantage. Conclusions: The solution proposed offered a substantial improvement in community pharmaceutical care, by integrating efficiency, artificial intelligence and user-centered approach. Its implementation consolidated an innovative, scalable alternative, adapted to current requirements, allowing progress towards a more intelligent and accessible pharmacy model. Journal: Diginomics Pages: 211 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025211 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:211:id:1056294digi2025211 Template-Type: ReDIF-Article 1.0 Author-Name: Paulina López Salinas Author-Name-First: Paulina Author-Name-Last: López Salinas Author-Name: Guillermo Alejandro Zaragoza Alvarado Author-Name-First: Guillermo Alejandro Author-Name-Last: Zaragoza Alvarado Title: The role of MERCOSUR in regional economic integration and its impact on international negotiations Abstract: The Southern Common Market (MERCOSUR) has been one of the main regional blocs in Latin America, with tangible effects on the economic integration and international negotiations of its member countries. This paper analyzes how Mexico's participation, although not as a full member, has been influenced by treaties and parallel agreements with this organization. The analysis focuses on how MERCOSUR promotes common regulatory frameworks, facilitates intraregional trade, and generates challenges for countries outside the bloc. To this end, a practical case of trade negotiations with Argentina and Brazil, key MERCOSUR members, is used to assess the applicable international legislation. The selection of current regulations is based on bilateral treaties, framework agreements, and principles of international economic law. The paper seeks to identify tariff barriers, dispute settlement mechanisms, and provisions related to investments and services. The conclusion highlights the importance of understanding these multilateral organizations so that Mexico can strategically position itself in international negotiations. Journal: Diginomics Pages: 159 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025159 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:159:id:1056294digi2025159 Template-Type: ReDIF-Article 1.0 Author-Name: José Martin Leonardo Marquez Vaamonde Author-Name-First: José Martin Leonardo Author-Name-Last: Marquez Vaamonde Title: The Double Edge of Absolute Trust: The Ethical Paradox of Blockchain Abstract: 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. Journal: Diginomics Pages: 150 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025150 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:150:id:1056294digi2025150 Template-Type: ReDIF-Article 1.0 Author-Name: Jorge Augusto Meléndez Alvarado Author-Name-First: Jorge Augusto Author-Name-Last: Meléndez Alvarado Author-Name: Katty Alamo Larrañaga Author-Name-First: Katty Alamo Author-Name-Last: Larrañaga Author-Name: Rony Flores Ramírez Author-Name-First: Rony Author-Name-Last: Flores Ramírez Title: Influence of eWOM on purchasing decisions: an analysis with emphasis on the tourism sector Abstract: The research analyzed the role of electronic word of mouth (eWOM) as a strategic tool in marketing and its influence on purchasing decisions, with a special focus on the tourism sector. International and national studies were reviewed that showed a positive and significant impact of eWOM on consumer behavior. Unlike traditional word of mouth, eWOM spread through digital platforms, reaching mass audiences and generating a constant flow of opinions. The key dimensions of eWOM—quantity, quality, and credibility—were identified as determining its effectiveness. A greater number of comments increased the visibility and social validation of brands; credibility ensured the perception of authenticity; and the quality of information improved the perceived usefulness when deciding on a purchase. Studies in Indonesia and Yogyakarta showed that sales promotion and digital marketing enhanced eWOM, strengthening customer satisfaction and loyalty. In Argentina and Peru, various studies confirmed that proper eWOM management contributed to improving brand image and engagement, as well as increasing purchase intent and loyalty. In the tourism sector, it was observed that the perceived credibility, quality, and usefulness of online reviews shaped perceptions of destinations and services, influencing visitor loyalty. In conclusion, eWOM emerged as a valuable resource for attracting and retaining customers, with strategic management essential for maintaining competitiveness in digital environments. Journal: Diginomics Pages: 184 Volume: 4 Issue: Year: 2025 DOI: 10.56294/digi2025184 Handle: RePEc:dbk:digino:v:4:y:2025:i::p:184:id:1056294digi2025184