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Copyright of Environmental & Social Management Journal / Revista de Gestão Social e Ambiental is the property of Environmental & Social Management Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Environmental & Social Management Journal / Revista de Gestão Social e Ambiental is the property of Environmental & Social Management Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Cuadernos del Centro de Estudios de Diseño y Comunicación is the property of Cuadernos del Centro de Estudios de Diseno y Comunicacion and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Amazonia Investiga is the property of PRIMMATE and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Environmental & Social Management Journal / Revista de Gestão Social e Ambiental is the property of Environmental & Social Management Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Revista Espacios is the property of Talleres de Impresos Oma and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

RESUMO Este estudo analisa a presença online de marcas globais de moda à luz do novo luxo. Identificando resistências tradicionais à integração digital, destaca-se que seis das nove marcas pesquisadas adotam estratégias condizentes com o novo luxo, enfatizando interação, diálogo e venda de produtos premium no mercado brasileiro. Observa-se um compromisso crescente com a sustentabilidade, especialmente nas marcas Louis Vuitton e Dior, que incorporam ações ambientais e sociais em suas plataformas online. A análise de redes sociais (ARS) revela a interconexão entre os conceitos de luxo e sustentabilidade. Limitações incluem a amostragem restrita a marcas de moda e a falta de pesquisa sobre a exclusividade nas plataformas digitais. O estudo destaca a importância da compreensão aprofundada do engajamento das marcas de luxo na internet para orientar estratégias de marketing digital na pós-modernidade.

Copyright of Panorama Económico is the property of Universidad de Cartagena and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Governador Valadares possui cerca de 25 mil microempreendedores individuais (MEI), somando 72% do total de empresas estabelecidas no município (Simples Nacional, 2022). Este modelo de organização empresarial é de significativa relevância, uma vez que ele é a base da geração da renda domiciliar de muitas famílias valadarenses. A Secretaria Municipal de Desenvolvimento, Ciência, Tecnologia e Inovação (SMDCTI) tem favorecido e promovido o empreendedorismo e a inovação entre as empresas do município, notadamente dos MEI, por meio de diversos projetos, muitos deles em parceria com a UFJF/GV. Nesse sentido, para oferecer maior conhecimento para os microempreendedores foi realizada uma capacitação gratuita que ocorreu de forma presencial, com duração de três semanas, abordando os principais assuntos sobre o marketing digital. Assim, o objetivo deste relato de experiência é detalhar o processo de capacitação, bem como destacar os desafios e os aprendizados enfrentados no desenvolvimento do projeto e durante a capacitação dos MEI no marketing digital. Ao longo do projeto, foi observada a importância do uso do marketing digital pelos microempreendedores individuais e como essa relação desempenhou um papel importante no desenvolvimento de suas atividades.

Las redes sociales para las marcas deportivas son un medio que permite unas cuotas de interacción muy altas con los seguidores. Hace una década surgió el Engagement, el indicador que mide el grado de interacción de los usuarios con la marca. El objetivo del estudio es describir el grado de incidencia de la programación del contenido, en concreto el factor día y hora, en el Engagement en Instagram de los clubes de la Liga Asobal. La muestra quedó configurada por 271 publicaciones pertenecientes a cinco clubes que compitieron durante la temporada 2023-24. El test de correlación de Spearman entre la variable independiente factor día y la variable dependiente tasa de Engagement refleja un coeficiente de correlación cuyo p-valor0.01 y confirma una relación significativa y positiva. En cuestiones prácticas este estudio aporta conocimiento y recomendaciones a los responsables de las marcas sobre factores que inciden en la tasa de Engagement para ejecutar una correcta estrategia de marketing y comunicación digital en el deporte.

Copyright of Cultura, Ciencia y Deporte is the property of Cultura, Ciencia y Deporte and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Cultura, Ciencia y Deporte is the property of Cultura, Ciencia y Deporte and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Al Bashaer Economic Journal is the property of Al Bashaer Economic Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Technological trends such as big data have generated interest in its application in digital marketing, due to the ease of precision in business and in daily decision-making, where there is a need to respond to the needs of the market in real time and achieve competitiveness. We aim to describe the bibliometric behavior of big data and digital marketing as real-time multimedia applications during the period from 2012 to 2023. We based our methodology on the bibliometric analysis of statistical relationships using VOSviewer software. We employed the normalization technique and applied the association strength method for keyword co-occurrence analysis and author co-citation analysis. Additionally, we used the hermeneutic technique to interpret the results. The findings indicate that research trends are associated with social networks; data processing; machine learning techniques; real-time system; online system; data analysis; data management. The contributing authors were Wang Y.; Chen Y.; Liu Y.; Zhang X.; Wang X.; Wang J.; Zhang Y.; Li J. We concluded that the common software in the study includes Hadoop, Reduced Map, Apache Spark, Twitter, Apache Storm, Spark Transmission, Transformer, and Weibo. [ABSTRACT FROM AUTHOR]

Copyright of E-balonmano.com: Journal of Sports Science / Revista de Ciencias del Deporte is the property of Federacion Extremena de Balonmano and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Social relations and the need for commerce gave rise to marketing. Throughout history it has had to adapt and change according to the innovations and needs of society. Companies use various marketing strategies to achieve their business objectives and meet the changing needs of consumers. The objective of this article is to determine the impact of marketing on companies to achieve adaptation and growth in a dynamic and competitive business environment. The mixed research paradigm is used, with a descriptive, observational methodology, which allows delving into the subject through an updated bibliographic review and studying cases of companies that have used marketing in an innovative way to achieve business success, through the logical historical method as a valuable tool to understand the evolution of marketing in Ecuador. As a result, data is obtained on the direct impact of marketing and emerging trends in digital marketing and the influence of social platforms on interaction with customers are also discussed. It highlights the strategies, opportunities and future challenges that organizations face in the pursuit of excellence in their marketing efforts. [ABSTRACT FROM AUTHOR]

Copyright of Revista Venezolana de Gerencia (RVG) is the property of Revista de Filosofia-Universidad del Zulia and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Revista de Ciencias Sociales (13159518) is the property of Revista de Ciencias Sociales de la Universidad del Zulia Venezuela and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Brazilian Journal of Production Engineering / Revista Brasileira de Engenharia de Produção is the property of Brazilian Journal of Production Engineering and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

El artículo presenta un análisis de las investigaciones publicadas sobre docencia en marketing digital y se identifican futuras líneas de investigación con el objetivo de ampliar el conocimiento teórico y práctico en este campo. Concretamente, se seleccionaron 19 artículos publicados en las bases de datos de Web of Science y Scopus. Se observa que no existe una vinculación entre estas publicaciones y que se centran sobre todo en la realización de pruebas aisladas en diferentes instituciones educativas relacionadas con el uso de herramientas en el aula y la realización de simulaciones con empresas para mejorar la experiencia del alumnado, sus habilidades y su empleabilidad. Los resultados informan de la necesidad de incrementar la investigación con estudios sobre cómo capacitar a los docentes en las metodologías prácticas, de qué forma integrar las herramientas digitales en el aula y cómo establecer colaboraciones con empresas para el desarrollo de simulaciones reales con los estudiantes.

El comportamiento del consumidor se caracteriza por la realización de actividades como son la evaluación, selección, compra y utilización de bienes y servicios; mismas que llevan a la realización de procesos mentales y emocionales, así como a la ejecución de acciones físicas orientadas a satisfacer deseos y necesidades. Esta es una investigación de datos secundarios sobre el comportamiento del consumidor desde el surgimiento de la emergencia sanitaria del Covid-19, y tiene el objetivo de identificar los cambios y tendencias en el comportamiento del consumidor a partir de la pandemia, y analizar las variaciones más significativas en los hábitos de compra frente las nuevas estrategias del marketing digital. Los resultados permiten vislumbrar un nuevo perfil del consumidor y el desarrollo e implementación de nuevas estrategias digitales por parte de las empresas. Los principales hallazgos identifican nuevos hábitos y tendencias de consumos esenciales, gastos administrados, consumidores informados y a favor de la responsabilidad social empresarial. Finalmente, se concluye que sí existe una reconfiguración en el proceso de compra actual y que la tecnología influye positivamente en la toma de decisiones de los consumidores en la sociedad contemporánea.

Este artículo analiza cómo diferentes modelos de alojamiento utilizan la metodología del buyer persona para optimizar estrategias de inbound marketing. En particular, se busca conocer cómo los alojamientos turísticos definen el buyer persona, qué herramientas y técnicas utilizan para definirlo y qué relación se establece entre la definición del buyer persona y las estrategias y acciones a nivel de mercado. El estudio aplicó una metodología cualitativa de análisis inductivo que permitió analizar los casos en profundidad. Para ello, se realizaron ocho entrevistas semiestructuradas a responsables de marketing digital de campings, apartamentos turísticos, cadenas hoteleras y hoteles independientes. Los resultados obtenidos corroboran que la metodología del buyer persona potencia un conocimiento profundo del cliente y facilita estrategias efectivas para cada modelo de alojamiento. Las recomendaciones invitan a profundizar en su análisis y a aprovechar el potencial de esta metodología.

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Governador Valadares has around 25 thousand individual microentrepreneurs (MEI), accounting for 72% of the total number of companies established in the municipality (Simples Nacional, 2022). This model of business organization is of significant relevance as it is the basis for generating household income for many families that live in Governador Valadares. The Municipal Secretariat for Development, Science, Technology, and Innovation (SMDCTI) has favored and promoted entrepreneurship and innovation among companies in the municipality, notably MEI, through various projects, many of them in partnership with UFJF/GV. In this sense, to offer greater knowledge to micro-entrepreneurs, free training was held in person, lasting three weeks, covering the main topics about Digital Marketing. Therefore, the objective of this experience report is to detail the training process, as well as highlight the challenges and learnings faced in the development of the project and during the training of MEIs in Digital Marketing. Throughout the project, the importance of the use of digital marketing by individual microentrepreneurs was observed and how this relationship played an important role in the development of their activities. [ABSTRACT FROM AUTHOR]

The study analyzes the impact of e-commerce on the purchase of natural health products in Ecuador, seeking to understand how to overcome traditional access barriers and improve the shopping experience. Ecommerce offers convenience by allowing purchases from home, covering a variety of nutritional supplements and providing detailed product information. This promotes health and wellness while fostering an online community. Safety, reliability and local customization are critical to ensure a positive experience. In a context where e-commerce is increasingly relevant, this study offers valuable information to improve access and utilization of natural health products through online platforms in Ecuador. [ABSTRACT FROM AUTHOR]

This community empowerment initiative aimed to address the challenges faced by the defunct Besur Tourism Village in the Sekaran District of Lamongan City. The MSMEs in the village are anticipated to generate interest from tourists and contribute to developing the Besur Tourism Village's autonomy. These MSMEs also comprise the Besur Tourism Village management Tourism Awareness Group (POKDARWIS). Nonetheless, an issue exists in which MSEMs lack a solid grasp of digital marketing and financial reporting. As a consequence, support and guidance are provided concerning financial reporting and digital marketing. Through approximately two months of activities, we acquired a deeper comprehension of the application of social media (digital marketing), specifically regarding creating, organizing, and optimizing their social media accounts by MSMEs. Additionally, the results demonstrated that MSMEs comprehend financial reporting and the essential elements that must be included. [ABSTRACT FROM AUTHOR]

Copyright of Revista Cubana de Ciencias Informáticas is the property of Universidad de las Ciencias Informaticas (UCI) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Ciencia y Sociedad is the property of Ciencia y Sociedad and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Tourism & Management Studies is the property of Escola Superior de Gestao, Hotelaria e Turismo, Universidade do Algarve and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Mediterranean Journal of Communication / Revista Mediterránea de Comunicación is the property of Revista Mediterranea de Comunicacion / Mediterranean Journal of Communication and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Investigaciones Turisticas is the property of Investigaciones Turisticas and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Visión Electrónica is the property of Fondo de Universidad Distrital Francisco Jose de Caldas and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Este estudio investigó la importancia de la capacitación en marketing digital y comercio electrónico para las PYMES en Colombia, centrándose en la seguridad y facilidad de las transacciones móviles. Se utilizaron talleres de capacitación presenciales con 18 emprendedores seleccionados para analizar sus experiencias previas y desafíos. Los resultados revelaron que el 88% de los emprendedores considera fundamental la capacitación en estos temas. La falta de conocimientos y habilidades en marketing digital y comercio electrónico fue identificada como una barrera para el crecimiento de las PYMES en línea. Los talleres fueron efectivos para mejorar los conocimientos y habilidades de los emprendedores, quienes destacaron la importancia de la seguridad y personalización en el comercio electrónico. Se identificaron tendencias y tecnologías emergentes, como el uso de blockchain y tecnologías biométricas, para mejorar la seguridad en las transacciones móviles. La adopción de tecnologías innovadoras, como la inteligencia artificial y la realidad aumentada, fue resaltada como una forma de aumentar la competitividad y mejorar la experiencia del cliente en el comercio electrónico en Colombia

En los próximos años cada vez será más importante el desarrollo de estrategias de Marketing Digital en los clubes de fútbol. En estudio se ha realizado un análisis exhaustivo de las estrategias de Marketing Digital de los equipos de LaLiga, que ha permitido conocer cuáles son las claves del éxito con las que se han establecido una serie de pautas a seguir. Todo esto se ha conseguido gracias a la utilización de un análisis de contenido que ha servido para ubicar las tendencias de los clubes en función a su posición de importancia en la competición. Ante esto, se han obtenido unos resultados que indican la existencia de varios segmentos de consumidores que tienen preferencias por unas estrategias u otras, así como una distribución de contenido muy similar entre los clubes, observándose pequeñas diferencias entre grupos de importancia. Se ha podido comprobar la similitud de estrategias entre las marcas que se encuentran en la élite, siendo los equipos que proponen estrategias más originales y diversificadas los que logran alzar su posición respecto a su nivel de inicio, lo que se traduce en un aumento del valor percibido hacia la marca, el cual desemboca en un futuro incremento de las ventas.

Introducción: La evolución de la mezcla de marketing desde la década de 1960 hasta 2023 ha sido un proceso complejo, reflejando la adaptabilidad del marketing a los cambios empresariales y tecnológicos. Esta revisión sistemática aborda cinco etapas clave, desde la configuración inicial de las 4 P hasta la introducción de conceptos como Marketing 3.0 y 4.0, evidenciando cambios significativos en el paradigma del marketing. Metodología: La revisión se basa en un análisis sistemático de la literatura académica y profesional relacionada con la evolución de la mezcla de marketing. Se identificaron y analizaron cinco etapas clave, destacando modelos alternativos como las 4 C de Rousey y Morganosky y las 4Es de Konhäusner, que desafían la perspectiva tradicional de las 4 P. Resultados: A lo largo de las etapas analizadas, se observa una persistente orientación hacia el cliente y la adaptabilidad a tecnologías emergentes. Se destaca la propuesta del Marketing 5.0, que enfatiza tecnologías avanzadas y desafíos contemporáneos, aunque se reconoce que la esencia de la mezcla de marketing permanece a lo largo del tiempo. Discusión y Conclusiones: La revisión sugiere una necesidad continua de redefinir la mezcla de marketing para abordar los desafíos de una industria en constante cambio. Se invita a futuras investigaciones para explorar más a fondo estos cambios y adaptarse a contextos cambiantes de sociedad y tecnología, lo que podría proporcionar una comprensión más completa de la evolución del marketing y su aplicación en un mundo en constante transformación.

The digital era offers Small and Medium-Sized Enterprises (SMEs) opportunities to grow and even challenge larger companies. Yet, it is observed by scholars that SMEs are reluctant to implement new technology tools, which leads us to question the decisive factors to either adopt or not digital marketing practices. Therefore, this paper aims to systematically explore literature on digital marketing’s components since it encompasses a large area of practice. The research goal is to understand the position and corporate behavior regarding the adoption of this discipline in global SMEs with a closer look at the Moroccan context. The methodology followed is a qualitative documentary research that consists of data collection, references selection, and thorough analysis. This process consists of two phases. The first phase involves conducting an exploratory systematic literature review to refine the generated results using keywords, abstracts, and titles. The documents were screened based on specified inclusion and exclusion criteria to eliminate irrelevant topics. The second phase involves conducting an in-depth extended systematic literature review to thoroughly analyze the content of the references by reading and comprehending the full texts. This research work reveals that e-marketing positively influences SMEs. Social media marketing is disclosed to be the most adopted form in SMEs. However, this literature review uncovered conflicting opinions regarding the implementation of e-marketing in SMEs. Some sources highlighted limitations like resource constraints, while others saw potential in this area as technology becomes increasingly accessible. The perspective of this paper is to conduct an exploratory qualitative research, followed by a confirmatory quantitative research within Moroccan SMEs to identify factors influencing them to adopt social media marketing. This article is structured according to IMRaD framework. It outlines an introduction for context and research problem, followed by research methodology, review of literature, results and discussion, and finally a conclusion.

La presente investigación tiene como objetivo analizar el comportamiento del consumidor centennial con respecto a la intención de compra de ropa o accesorios a través de redes sociales (RRSS) en la ciudad de Machala. Para ello, se aplicará la teoría del comportamiento planificado (TPB) y el modelo de aceptación tecnológica (TAM). El resultado de esta investigación contribuye a entender los factores que influyen en el comportamiento de compra de los consumidores y ofrece posibles estrategias para promover la intención de compra por medio de RRSS. La metodología tiene un enfoque exploratorio y cuantitativo. Para el análisis empírico se ha utilizado un cuestionario que ha sido aplicado a un muestreo de conveniencia de 100 personas y el análisis de resultados ha sido desarrollado con la técnica de las ecuaciones estructurales (PLS-SEM). Los resultados obtenidos confirman que los factores clave identificados influían en la aprobación de las hipótesis planteadas en esta investigación, evidenciando que los componentes de la adaptabilidad influyen de manera positiva sobre la intención de compra de ropa y accesorios.

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)