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Social Networking Sites (SNSs) play an increasingly important role in the marketing of products and services. This study aims to explore the relationship between intrinsic motivations and the level of commitment of followers of the brand communities of the media that cover showbusiness. To address this issue, a cross-sectional methodological strategy was adopted in which a questionnaire with a Likert-type scale was administered to 313 users of Facebook fan pages. The main findings show that there are four groups of motivations: community spirit, enthusiasm for the brand, search for entertainment and prize chase. Each of these motivational categories features two variations in the level of commitment, with fans divided into enthusiasts and pragmatists. The findings may allow the establishment of ways to use commitment and motivation more efficiently with regard to marketing actions, something which will also contribute to SNS managers' strategic decisions.

Este documento presenta los resultados de un proceso de Revisión Sistemática de Literatura (RSL), cuyo objetivo es analizar el alcance o el nivel investigativo académico sobre lovemarks o marcas amadas en el contexto de marketing. La ecuación de búsqueda que se diseñó para encontrar los productos académicos relacionados es operada en la base de datos científica Scopus de la siguiente forma: (TITLE-ABS-KEY (lovemarks OR (brand AND love). Así mismo, para la visualización de la información se utiliza el programa VOS viewer. Como resultado, la búsqueda arroja un total de 422 documentos. Tras el proceso de depuración se analizan en ellos los aspectos conceptuales, teóricos y metodológicos de 151 resúmenes. Los resultados preliminares exponen la distribución geográfica de los resultados, los autores representativos, el tipo de documentos, las revistas en las que se ha publicado sobre el tema y las variables utilizadas para las perspectivas conceptuales, es decir, “lovemarks”, “love” y “brand”.

Purpose The use of mobile devices by children and adolescents is increasing significantly; therefore, it is relevant to research the level of advertising literacy (AL) of parents who act as mediators between children and mobile advertising. This study aims to explore the conceptual, moral and attitudinal dimensions of AL and its relationship with different styles of parental control. Design/methodology/approach A cross-sectional survey was applied simultaneously to a sample of parents with children between 5 and 16 years old in three Spanish-speaking countries: Mexico, Spain and Colombia. Participants from the three countries were recruited via online social media networks and were asked to fill in an online survey. A questionnaire, which has been adapted from previous literature to suit the mobile advertising context and the population of interest, was designed. Cross-country samples of varying sizes, with a predetermined quota of 200 participants for each country, were used. The total sample consisted of 1,454 participants. Findings Four factors of mobile AL were found, which, to a greater extent, correspond to the dimensions of AL proposed in the literature. The following are the dimensions that were identified: cognitive, moral, attitudinal and an emerging factor is known as “children’s perceived mobile AL.” Differences in parents’ perceived knowledge of mobile advertising, parental control styles and AL levels in the three countries were identified. Parents with an authoritative style were identified to have more knowledge than those with an indulgent style. Differences were also identified between countries concerning the amount of exposure that children have to mobile advertising, while no significant differences were found in the moral dimension. Practical implications Marketing practitioners and public policymakers must consider that parents differ in some dimensions of AL. Parents also seem to lack adequate knowledge about the advertising tools available to announcers that affect children and adolescents in a mobile communication environment. Therefore, government agencies should consider developing mobile digital media literacy programs for parents. Originality/value This paper explores the dimensions of AL applied to the mobile context and identifies the level of parental mobile AL in three Spanish-speaking countries, as well as the differences between these sub-samples concerning parental mobile AL profiles and parental control styles, thus expanding the literature on AL with a cross-cultural approach.

espanolIntroduccion: en el ano 2019 las universidades publicas colombianas tuvieron una suspension de actividades que duro mas de cuatro meses y afecto su vida academica y su vida emocional; por ello se propone, mediante el analisis del Sindrome de Burnout ,analizar el nivel de ansiedad en estos jovenes universitarios. Objetivos: se busco validar los niveles de estres mediante las dimensiones del burnout academico en los estudiantes de estos centros de educacion superior. Metodos: se revisaron los estudios realizados sobre el tema, en los cuales se evidencio que se centraban en la medicion de las dimensiones agotamiento emocional, despersonalizacion y la falta de realizacion personal en el trabajo, que son propuestas en el estudio de Maslach y Jackson de 1981. En el presente articulo se retoma esta metodologia se presentan los resultados de 276 encuestas aplicadas, las cuales fueron examinadas mediante analisis factorial en los items considerados de la encuesta Maslach-Burnout. Resultados: los resultados permiten validar la presencia del sindrome en los alumnos y la eficacia del cuestionario, evidenciandose un mayor incremento en el nivel de agotamiento frente a las otras dimensiones que se consideran en el sindrome. Conclusiones: estos resultados permiten tomar decisiones en el futuro sobre posibles suspensiones de la carga academica, que afectan de manera importante a los jovenes y les impacta en su salud mental EnglishIntroduction: In 2019, Colombian public universities had a suspension ofactivities that lasted more than four months and affected their academic life andemotional life, for this reason it is proposed through the analysis of Burnout Syndrometo analyze the level of anxiety in these young people . university students.Objectives: We sought to validate the stress levels through the dimensions of academicattrition in the students of these higher education centers.Methods: We review the studies carried out on the subject, in which it wasevidenced that they focused on measuring the dimensions: emotional exhaustion,depersonalization and lack of personal fulfillment at work, which are proposed in the1981 study by Maslach and Jackson. is article takes up this methodology and presentsthe results of 276 applied surveys, which were examined by factor analysis on the itemsconsidered from the Maslach-Burnout survey.Results: e results allow to validate the presence of the syndrome in the students andthe effectiveness of the questionnaire, showing a higher level of exhaustion compared tothe other dimensions considered in the syndrome.Conclusions: ese results allow decisions to be made in the future about possiblesuspensions of the academic load that significantly affect young people and impact theirmental health.Introducao: Em 2019, as universidades publicas colombianas tiveram uma suspensao deatividades que durou mais de quatro meses e afetou sua vida academica e emocional, porisso se propoe atraves da analise da Sindrome de Burnout analisar o nivel de ansiedadenestes jovens pessoas estudantes universitarios portuguesIntroducao: Em 2019, as universidades publicas colombianas tiveram umasuspensao de atividades que durou mais de quatro meses e afetou sua vida academica eemocional, por isso se propoe atraves da analise da Sindrome de Burnout analisar o nivelde ansiedade nestes jovens pessoas estudantes universitarios.Objetivos: Buscou-se validar os niveis de estresse por meio das dimensoes de burnoutacademico nos alunos desses centros de ensino superior.Metodos: Revisamos os estudos realizados sobre o tema, nos quais foi evidenciado quese concentraram em mensurar as dimensoes: exaustao emocional, despersonalizacao efalta de realizacao pessoal no trabalho, propostas no estudo de Maslach e Jackson de1981. Em neste artigo essa metodologia e retomada e sao apresentados os resultados de276 pesquisas aplicadas, as quais foram examinadas por analise fatorial sobre os itensconsiderados da pesquisa Maslach-Burnout.Resultados: Os resultados permitem validar a presenca da sindrome nos alunos e aeficacia do questionario, evidenciando um maior nivel de exaustao em relacao as demaisdimensoes consideradas na sindrome.Conclusoes: Esses resultados permitem que decisoes futuras sejam tomadas sobrepossiveis suspensoes da carga academica que afetam significativamente os jovens eimpactam em sua saude mental

Producto de las relaciones existentes entre las organizaciones con sus grupos de interés o stakeholders, se han desarrollado estrategias de comunicación de sus acciones e iniciativas en aspectos ambientales, económicos y sociales mediante la emisión de informes anuales como parte de su proceso de rendición de cuentas, de manera que sirvan de base para que los stakeholders evalúen la conducta empresarial. Sin embargo, se ha podido evidenciar que la producción de información tanto financiera como no financiera responde a una estrategia de marketing relacional con el fin de conservar solo ciertos grupos de interés dentro de las organizaciones. Así pues, este trabajo pretende evaluar el comportamiento del accountability como herramienta de marketing relacional dirigido a los grupos de interés dentro del sector de transporte aéreo colombiano, mediante la construcción de una matriz de observación que permita caracterizar dicho comportamiento en el sector.

Purpose By considering the lack of studies of the factors that influence the adoption of 4.0 technologies in manufacturing SMEs, this study proposes a model that examines the aspects that motivate, benefit and obstruct the implementation of emerging technologies, as well as the role of the institutional environment, for a developing country. Methodology A qualitative approach and interview method were used to study 4.0 technologies in the “core” productive processes adopted in 25 SMEs. The gathered data were analysed and processed in NVivo 12 software. Results Two groups of categories (nodes) were obtained, within which related subcategories (subnodes) were located. These two groups are existing and emerging categories, which reflect the aspects that motivate, benefit and obstruct the adoption of 4.0 emerging technologies. Conclusions The identification of an emerging variable in the study of inhibitors and facilitators of the adoption and implementation of 4.0 technologies is a valuable contribution because it allows us to account for the problematisation of financing as an important variable in the processes of introduction into Industry 4.0 for SMEs. This proposal may facilitate public policies at regional and national level to promote and advance in this area of innovation for SMEs.

Public transport is a relevant issue for cities' and territories' development. From the perspective of consumer behavior, citizens' experience as users and consumers is a topic of interest for public policy, especially at times when people are expected to avoid agglomerations. Given the lack of literature found in the systematic review regarding the future research agenda of consumer behavior in public transport, this research analyses the methodological perspectives, variables, and conceptual approaches relating to citizen experience of public transport. This systematic review takes 1997 to 2020 as a time frame and complies with the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines;in addition, the research question follows the Population, Intervention, Comparison, Outcome, Context (PICOC) strategy. The review of experiences in the public sector leads to a classification of articles that refer to citizens' experience of public transport. The main findings show four research topics concerning citizen experience of public transport: the individual perspective on factors influencing the experience;the comprehensive design of public transport in different process stages (pre-core, core, post-core, and redesign) and its interaction with citizens;the decision-making process involved in selecting "routes" and "modes" for travel;and responses and reactions to stimuli aimed at evaluating the experience. To conclude, the discussion focuses on the future lines of research in the area.

Lovemarks es un concepto relevante en el ámbito del mercadeo, y por ello es importante estudiarlo en diversos contextos. En el presente tiene por objetivo la evaluación de los atributos de las Lovemarks en el contexto universitario en Bogotá. Para, ello se utilizó un enfoque deductivo, bajo una modalidad de investigación cuantitativa. La población estuvo representada por 198 estudiantes, 9 administrativos, 9 docentes y 25 graduados de diferentes universidades de Bogotá, y como instrumento de recolección de datos se empleó una encuesta de preguntas abiertas y cerradas. Dicha encuesta, demostró que el atributo “respeto”, obtuvo un Path coefficient más favorable, con respecto al “amor”; seguido de “intimidad”, “misterio” y, finalmente, “sensualidad”. Concluyendo que, las Lovemarks se encuentra relacionado con la confianza que los usuarios sienten hacia la marca representada, en este caso por las universidades bogotanas. Dicha confianza es influenciada por el lazo que han creado los estudiantes, administrativos y graduados hacia las mismas. Para futuras investigaciones relacionadas, se sugiere abordar los atributos de la marca en una población mucho más amplia, para tener un mayor ámbito de validez, tomando como referente los hallazgos obtenidos en el presente estudio, de manera que pueda construirse un estudio longitudinal.

The objective of this document is to resume the increasing importance of qualitative market research, which has shown growth not just in scientific journals but also has larger numbers compared to quantitative research. The first step was reflecting on research in marketing and the possibilities it offers to get to know consumers and purchasing habits. The methodology applied is divided in two moments: the first moment is based on bibliometrics, which reviews trends in publications, and in the second moment, different scenarios from marketing research are proposed based on experts’ opinions and prospective methods (Smic Prob-Expert method). The conclusion is that in the future, research will become a discipline that is largely associated to sensory and neurological studies, operated with social networking strategies and oriented to the description of specific phenomena, all of which will lead to a new scientific anthropo-marketing.

El presente trabajo tuvo como objetivo evaluar las dimensiones del valor percibido por parte de los estudiantes de programas virtuales en Instituciones de Educacion Superior, considerando la escala de valor percibido Perval. Metodo: Esta investigacion se enmarco a partir de un enfoque mixto, a traves del cual se buscaba encontrar los aspectos y caracteristicas particulares del valor percibido en estudiantes de programas virtuales de Instituciones de Educacion Superior. El diseno de la investigacion fue secuencial exploratorio, con la realizacion inicial de una entrevista semiestructurada presencial a 15 estudiantes de dos instituciones de Educacion Superior colombianas que permitio evaluar las dimensiones del valor percibido y ajustar las afirmaciones o items correspondientes. Posteriormente, se diseno y se aplico una encuesta virtual con escala Likert, a 1569 estudiantes de programas virtuales. Las 7 dimensiones propuestas en la revision de literatura del presente trabajo fueron incluidas dentro de la escala a evaluar: Valor Funcional; Valor Emocional, Valor Social, Valor Epistemico, Valor Condicional, Valor Espiritual, y Valor Etico. Resultados: El analisis factorial arrojo la identificacion de 10 dimensiones, que incluyen ademas: Valor Etico-Condicional; Valor Socio-Emocional; Valor Etico-Funcional; Valor Etico-Social y Valor Etico Espiritual. Discusion: Los hallazgos de la presente investigacion podran servir de guia a las areas que lideran procesos con estudiantes. Marketing, bienestar universitario, servicio y tecnologia. Las altas directivas de las IES y las areas academicas encontraran informacion sobre lo que pondera un estudiante de educacion virtual al momento de elegir un programa o una institucion de educacion superior y cuales son los elementos del valor percibido mas relevantes para este, lo que sin duda ayudara a validar los fundamentos sobre los cuales se han emprendido las acciones dirigidas a la poblacion estudiantil virtual y asi desarrollar nuevas acciones con un conocimiento mas profundo del valor percibido en estudiantes virtuales.

The purpose of this paper is to consolidate the measurement of a lovemark and unify a set of elements that form a lovemark in university institutions by considering the differences between students and graduates. Based on a review of factors that build a lovemark, brand loyalty relationships were explored. In addition, an empirical study was carried out and applied to a sample of 257 participants at the National University of Colombia (unal), one of the most important universities in this country. The results validated the positive effects of brand love, brand experience, and brand involvement on brand loyalty, the determining factor of a university lovemark. This article is one of the first works integrating all the constructs proposed by prior research studies, which, until now, have approached lovemark and brand loyalty separately. RESUMEN: Este artículo busca consolidar la medición de una lovemark y unificar el conjunto de elementos que conforman una marca de este tipo en instituciones universitarias a partir del análisis de las diferencias existentes entre estudiantes y egresados. Con base en una revisión de los factores que construyen una lovemark, se exploraron relaciones de lealtad de marca. Además, se llevó a cabo un estudio empírico sobre una muestra de 257 participantes miembros de la Universidad Nacional de Colombia (UNAL), una de las instituciones de educación superior más importantes del país. Los resultados validaron los efectos positivos de las variables amor por la marca, experiencia de marca y participación de la marca sobre la lealtad hacia ella, un factor determinante de lovemark para una universidad. Este artículo es uno de los primeros en integrar todos los constructos propuestos por investigaciones anteriores, que, hasta ahora, se han relacionado por separado en la teoría de lovemark y lealtad de marca. RESUMO: O objetivo deste trabalho é consolidar a medição de uma lovemark e unificar um conjunto de elementos que forma uma lovemark em instituições universitárias ao considerar as diferenças entre estudantes e graduados. Com base em uma revisão de fatores que constroem uma lovemark, as relações de fidelidade à marca foram exploradas. Adicionalmente, um estudo empírico foi conduzido e aplicado a uma amostra de 257 participantes da Universidade Nacional da Colômbia (UNAL), uma das universidades mais importantes do país. Os resultados validaram os efeitos positivos do amor pela marca e da experiência de marca, e o envolvimento com a marca na fidelidade à marca, o fator determinante para uma lovemark universitária. Este artigo é um dos primeiros trabalhos a integrar todas as proposições de artigos de pesquisa anteriores que, até o momento, haviam abordado love-mark e fidelidade de marca separadamente. RÉSUMÉ: Cet article cherche à consolider la mesure d'un lovemark et à unifier l'ensemble des éléments qui la composent dans les institutions univer-sitaires, en partant de l'analyse des différences entre étudiants et diplômés. En partant d'un examen des facteurs qui construisent un lovemark, on a exploré les relations de fidélité à une marque. Par la suite, on a mené une étude empirique sur un échantillon de 257 membres participants de l'Univer-sité Nationale de Colombie (unal), l'un des établissements d'enseignement supérieur les plus importants du pays. Les résultats ont validé les effets posi-tifs des variables amour de la marque, l'expérience et la participation de la marque sur la fidélité, un facteur déterminant de lovemark pour une univer-sité. Cet article est l'un des premiers à intégrer toutes les constructions pro-posées par les recherches précédentes, qui, jusqu'à présent, étaient reliées séparément dans la théorie de la loyauté et de la fidélité à une marque.

RESUMEN Dada la carencia de lineamientos únicos o estandarizados para las revisiones sistemáticas de la literatura en el campo de la administración, este artículo hace una recopilación de información sobre las pautas de publicación en revistas indexadas y estándares internacionales para analizarlas y tener un panorama más amplio frente a las guías o requerimientos que se deben seguir para la publicación de Revisiones Sistemáticas de Literatura (RSL) en el campo de la administración. La estrategia metodológica contempló la búsqueda y selección de estándares internaciones para Revisiones Sistemáticas, el análisis de las pautas de las revistas que publican RSL en el campo de la administración halladas a partir de una búsqueda sistemática y la comparación de los estándares y las pautas de las revistas. CLASIFICACIÓN JEL A29, M10, Y20. ABSTRACT In management there is a lack of unique or standardized guidelines for systematic reviews of the literature. This article compiles information on the publication guidelines in indexed journals in management and international standards to analyze them. This gives a broader panorama about the guidelines or requirements to be followed for the publication of Systematic Literature Reviews (SLR) in the field of administration. The methodological strategy included the search and selection of international standards for Systematic Reviews, the analysis of the guidelines of the journals that publish SLR in the field of management and administration found from a systematic search and the comparison of the standards and guidelines of the journals. JEL CLASSIFICATION A29, M10, Y20. RESUMO Dada a falta de diretrizes únicas ou padronizadas para revisões sistemáticas de literatura no campo da administração, este artigo compila informações sobre diretrizes de publicação em revistas indexadas e padrões internacionais a fim de analisá-las e ter uma visão mais ampla das diretrizes ou requisitos que devem ser seguidos para a publicação de Revisões Sistemáticas de Literatura (SLR) no campo da administração. A estratégia metodológica contemplou a busca e seleção de padrões internacionais para Revisões Sistemáticas, a análise das diretrizes das revistas que publicam SLR no campo da gestão encontradas a partir de uma busca sistemática e a comparação dos padrões e das diretrizes das revistas. CLASSIFICAÇÃO JEL A29, M10, Y20.

This article’s goal is to describe the purchase decision process in the individual life insurance with savings category in Colombia. To this end, the attitudinal and behavioural characteristics of a sample of consumers that own life insurance policies with savings were identified. Given the objective of this report and its temporary scope, the design is of a non-experimental cross-sectional cut. The execution of the methodological strategy required qualitative instruments, and thus, its design was exploratory. Among the main results, it was found that the participants show a tendency to procrastinate, that the purchasing process has a high degree of complexity and that there are four associated factors: situational factors, individual factors, social factors and insurance company marketing activities factors.

Purpose Problematic smartphone use has been associated with negative effects in work and school environments. This study proposes the application of a behavioural economics perspective to establish whether heavy smartphone users show a tendency to devalue the consequences of their behaviour in the long term. To address this proposition, the study sought to establish how an objective measurement of usage time of smartphones and apps might help to predict, firstly, participants’ choice behaviour and, secondly, their perceived dependence levels. Design/methodology/approach An objective measurement of the usage time of smartphones and apps was conducted over four weeks (N = 560 data points), and a computer-based intertemporal choice task and the Spanish version of the Smartphone Addiction Inventory (SPAI) were applied. The participants were twenty undergraduate college students. Findings Although the usage time of devices and apps failed to predict the choice behaviour, a correlation was found between the total usage time of smartphones and WhatsApp and Facebook apps and users’ dependence level. On the other hand, dependence had a positive effect on the average selection of the impulsive choice. Originality/value This paper proposes the application of a behavioural economics perspective to explore the relationship between objectively measured usage time of smartphone and apps, choice behaviours in an intertemporal task and users’ perceived dependence levels. This allows us to consider an alternative to the traditional psychiatric approach in an environment of increasing access to and use of mobile digital platforms., Problematic smartphone use; Intertemporal choice; Dependence; Behavioural economics; Mobile.

RESUMEN En este documento se presenta un modelo simbiótico turístico para Caño Cristales, ubicado en el municipio de La Macarena, Colombia, llamado como el río más lindo del mundo. Se analizan las características del modelo turístico desarrollado como estrategia exitosa del proceso de implementación de los acuerdos de paz. Como metodología, se utiliza la aplicación de la metáfora biológica organizacional para entender los procesos de cooperación en la cadena turística. El modelo simbiótico posibilita los procesos coevolutivos innovadores en la región. En esta propuesta, el desarrollo sostenible es el fundamento principal de desarrollo social, económico y ambiental. Como conclusiones, se encuentra que las estrategias de construcción de tejido social, transformación y desarrollo en entornos de paz y desarrollo sostenible, posibilitan el éxito del modelo tanto en el aspecto turístico como de proceso de consolidación de paz y cultura ciudadana. ABSTRACT This document presents a symbiotic tourist model for Caño Cristales which is located in the municipality of La Macarena, Colombia, and known as the most beautiful river in the world. The characteristics of the tourism model developed is analyzed as a successful strategy of the implementation of the peace agreements. As a methodology, the application of the biological organizational metaphor is used to understand the cooperation processes in the tourist chain. The symbiotic model allows for innovative coevolutionary processes in the region. In this proposal, sustainable development is the main foundation of social, economic and environmental development. It is concluded that the strategies which permit the construction of social fabric, transformation and development in environments of peace and sustainable development make the success of the model possible, both in terms of tourism as well as in the process of consolidation of peace and citizen culture. RESUMO Este documento apresenta um modelo turístico simbiótico para Caño Cristales, localizado no município de La Macarena, na Colômbia, chamado o rio mais bonito do mundo. São analisadas as características do modelo de turismo desenvolvido como uma estratégia bem-sucedida do processo de implementação dos acordos de paz. Como metodologia, a aplicação da metáfora biológica organizacional é utilizada para entender os processos de cooperação na cadeia turística. O modelo simbiótico permite processos co-evolutivos e inovadores na região. Nesta proposta, o desenvolvimento sustentável é o fundamento principal de desenvolvimento social, econômico e ambiental. Concluindo, constata-se que as estratégias de construção do tecido social, transformação e desenvolvimento em ambientes de paz e desenvolvimento sustentável, possibilitam o sucesso do modelo tanto no aspecto turístico quanto no processo de consolidação da paz e da cultura cidadã.

espanolRESUMEN El proposito de esta investigacion fue analizar la actividad cientifica que ha girado en torno al marketing experiencial, a partir de una Revision Sistematica de Literatura cuya ventana de observacion fue el periodo comprendido entre el 2000 y el 2019. La ecuacion de busqueda arrojo 236 documentos en Scopus y 309 en Web of Science, que una vez depurados resultaron un total de 522 documentos. Para visualizar la informacion, se utilizo la herramienta VoSViewer lo que permitio representar las relaciones existentes, asi mismo, se hizo uso del software Tree of Science (ToS) para determinar la jerarquizacion genealogica de la literatura cientifica. Los resultados muestran cuales son los antecedentes, los temas de interes para los academicos, los paises con mayor trayectoria de investigacion en el area y las redes de trabajo colaborativo, asi como, los autores y estudios mas relevantes en este campo y las tendencias del marketing. EnglishABSTRACT The purpose of this research was to analyse the scientific activity that has revolved around experiential marketing, based on a Systematic Literature Review whose window of observation was the period between 2000 and 2019. The search equation yielded 236 documents in Scopus and 309 in Web of Science, which, once refined, resulted in a total of 522 documents. In order to visualize the information, the VoSViewer tool was used, which allowed the representation of existing relationships, and the Tree of Science (ToS) software was used to determine the genealogical hierarchy of the scientific literature. The results show which are the background, the topics of interest for the academics, the countries with more trajectory of research in the area and the networks of collaborative work, as well as, the authors and more relevant studies in this field and the tendencies of the marketing. portuguesRESUMO O objetivo desta pesquisa foi analisar a atividade cientifica que tem girado em torno do marketing experiencial, com base numa Revisao Sistematica da Literatura cuja janela de observacao foi o periodo entre 2000 e 2019. A equacao de pesquisa resultou em 236 documentos em Scopus e 309 em Web of Science, que, uma vez refinados, resultaram num total de 522 documentos. Para visualizar as informacoes, foi utilizada a ferramenta VoSViewer que permitiu a representacao das relacoes existentes, e o software Arvore da Ciencia (ToS) foi utilizado para determinar a hierarquia genealogica da literatura cientifica. Os resultados mostram quais sao os antecedentes, os temas de interesse para os academicos, os paises com mais trajetoria de pesquisa na area e as redes de trabalho colaborativo, bem como os autores e estudos mais relevantes neste campo e as tendencias do marketing.

Spanish Abstract: Treinta y seis profesores, estudiantes e investigadores de la Facultad de Ciencias Economicas y del Centro de Investigaciones para el Desarrollo CID de la Universidad Nacional de Colombia y otras instituciones, nos unimos para intentar reflexionar sobre la pandemia y la decision insospechada de aislamiento y sus reacciones tanto economicas como sociales de corto y mediano plazo. En este caso, nuestra experiencia ha sido entender ciclos economicos y empresariales, coyunturas adversas como la violencia o las guerras y analisis de crisis anteriores, ya sea relativamente cercana como la que a finales del siglo XX golpeo a Colombia o la ya lejana crisis del 29. Asi, nos unimos para abordar los efectos economicos y las politicas sociales asociadas a la pandemia del COVID-19. Este documento es el producto de dicho esfuerzo y reune los 21 documentos que salieron publicados en la alianza con El Espectador. En algunos casos se trata del mismo texto, en otros de textos ampliados. English Abstract: Thirty-six professors, students and researchers from the Faculty of Economic Sciences and the Centro de Investigaciones para el Desarrollo (CID) of the Universidad Nacional de Colombia and other institutions joined together to try to reflect on the pandemic and the unexpected decision to lockdown, and its short- and medium-term economic and social consequences. In this case, our experience has been to understand economic and business cycles, adverse situations such as violence or wars, and analyses of previous crises, whether relatively close to the one that struck Colombia at the end of the 20th century or the now distant crisis of the 29. Thus, we come together to address the economic effects and social policies associated with the COVID-19 pandemic. This document is the product of that effort and brings together the 21 documents that were published in the alliance with El Espectador. In some cases, it is the same text, in others it is expanded.

Health Services Quality assessment is a growing concern of the last decades, since consumer demands, in the Colombian scope, are not covered by the public sector. Similarly, according to literature review, there are no evidence of perceived quality factors assessment for the case of visual health services. Objective: To identify the perceived quality factors of the visual health service by users in private optometry entities. Method: From a pragmatic approach, a non - experimental, cross-sectional study was performed with an exploratory sequential design. A scale designed for the purposes of this research was applied, since the literature does not report an adequate prior instrument for this area. The definitive sample is 382 users of the optometry service in Bogota. Results: 6 factors that compose the perceived quality of the visual health service: communication with professional, environment trust, accessibility, monitoring, punctuality, and, notion of time. Conclusion: the six factors explain 58.36% of the variance and article presents managerial implications that can be applied by private health service providers in Colombia.

espanolEste estudio tiene como objetivo identificar los factores que influyen en la calidad de servicio percibida para la educacion superior continua en entornos de aprendizaje virtuales. Con ese fin, se realizo un estudio cuantitativo descriptivo, con una muestra de 4,735 estudiantes de cursos de educacion superior continua, a los que se les aplico un cuestionario en linea. El instrumento se construyo teniendo en cuenta los siguientes factores: habilidades de ensenanza, actitudes y comportamiento de los maestros, equipo administrativo y de apoyo, la plataforma de navegacion, planes de estudio y la organizacion de cursos para la educacion continua. Los resultados muestran que la escala de calidad de servicio percibida para la educacion virtual continua desde la perspectiva de los estudiantes es una construccion bidimensional. El primer factor incluye el apoyo administrativo, el contenido, los aspectos educativos y la interfaz, que constituyen facilitadores de la educacion virtual. El segundo factor involucra las habilidades de ensenanza necesarias para guiar un curso de aprendizaje en linea. Los hallazgos contribuyen a las decisiones en la gestion y el desarrollo del aprendizaje en linea continuo, cuya creciente demanda justifica una revision de las formas de satisfacer a los usuarios, lo que permite ver esta modalidad de aprendizaje con una percepcion mas positiva EnglishThis paper aims to identify the factors that influence the perceived quality of service for continuing higher education in online learning environments. To that end, a quantitative descriptive study, which was applied to 4,735 students in continuing higher education courses, who were given a self-administered scale online. The instrument was constructed considering the following factors: teaching skills, teachers’ attitudes and behavior, administrative and support team, the navigation platform, curricula, and the organization of courses for continuing education. The results show that the scale of perceived service quality for continuing virtual education from the students’ perspective is a two-dimensional construct. The first factor includes administrative support, content, educational aspects, and the interface, which constitute virtual education facilitators. The second factor involves the teaching skills necessary to guide a online learning course. The findings contri-bute to decisions in the management and development of continuing online learning, whose growing demand warrants a review of ways to satisfy users, allowing the modality to be viewed with a more positive perception portuguesO objetivo deste estudo e identificar os fatores que influenciam a qualidade de servico percebida para o ensino superior continuado em am-bientes virtuais de aprendizagem. Para tanto, foi realizado um estudo quantitativo descritivo, com uma amostra de 4.735 estudantes de cursos superiores de ensino superior, aos quais foi aplicado um questionario online. O instrumento foi construido considerando os seguintes fatores: habilidades de ensino, atitudes e comportamento dos professores, equipe administrativa e de apoio, plataforma de navegacao, planos de estudo e organizacao de cursos para educacao continuada. Os resultados mostram que a escala de qualidade de servico percebida para a educacao virtual na perspectiva dos estudantes e uma construcao bidimensional. O primeiro fator inclui suporte administrativo, conteudo, aspectos edu-cacionais e a interface, que sao facilitadores da educacao virtual. O segundo fator envolve as habilidades de ensino necessarias para orientar um curso de aprendizado on-line. Os achados contribuem para as decisoes na gestao e desenvolvimento da aprendizagem online continua, cuja demanda crescente justifica uma revisao das formas de satisfacao dos usuarios, o que nos permite enxergar essa modalidade de aprendizagem com uma percepcao mais positiva

This document explores the possibilities of analyzing the valuation of a love mark®, defined as the emotional bond of the consumer with his brand, especially in the case of an institution very recognized in the field of Co-lombians as is the National University (Colombia), with more than 150 years of tradition. The method used was the application of the index developed by Eunjoo Cho in 2011, who develops a methodology for the evaluation of love brands adapted to the educational context. It was carried out through an online survey to 267 people with mixed technique (qualitative-quantitative) by Likert scale valuation. The conclusions focus on the possibility of positioning a brand, despite being a public university, as a recognized brand, remembered, positioned and fi-nally as a love brand in Colombians. El presente documento explora las posibilidades del análisis de la valoración de una love mark® o marca amor, definido como el vínculo emocional del consumidor con su marca, en especial, en el caso de una institución muy reconocida en el ámbito de los colombianos como es la Universidad Nacional (Colombia), con más de 150 años de tradición. El método utilizado fue la aplicación del índice desarrollado por Eunjoo Cho en 2011, quien desarrolla una metodología para la evaluación de marcas amor adaptada al contexto educativo. Se realizó mediante encuesta online a 267 personas con técnica mixta (cualitativa-cuantitativa) por valoración de escala de Likert. Las conclusiones se centran en la posibilidad de posicionar una marca, a pesar de ser una universidad pública, como una marca reconocida, recordada, posicionada y finalmente como marca amor en los colombianos.

El propósito de este documento es revisar la adopción del Marketing Digital en las Pymes de Servicios, para tal fin se evaluaron las dimensiones: grado de conocimiento, implementación de las herramientas digitales y la percepción de resultados obtenidos. Se obtuvo una muestra de 103 empresas, con un muestreo no probabilístico, el instrumento que se utilizó fue cuantitativo con la técnica de encuesta, a través de un cuestionario estructurado. Los resultados muestran que el Propietario-Director tiene una implicación directa como un decisor en estos procesos. Esta investigación sugiere profundizar sobre las diferentes herramientas digitales que con los constantes adelantos tecnológicos se encuentran disponibles actualmente, sus funciones y así alinearlas con una planeación de marketing en las Pymes.

First, this article is aimed to identify factors that can influence sustainable consumption, specifically in the green purchase of environmentally friendly products. In order to reach that goal, a literature review was carried out through Scopus. As a result, social influence, environmental attitudes, perceived barriers and green purchase intentions were selected as factors. Second, this research validated a scale to measure green purchase intentions, taking as a reference other scales of literature. The methods included strategies such as expert judgment, cognitive methods, pilot test and reliability coefficients for different appliance categories. The results show that the scale is reliable and measures the proposed constructs.

La investigacion tuvo como objetivo proponer una alternativa socioeconomica para la produccion de hoja de coca en Colombia. Metodologia: A partir de las propiedades industriales de la planta y sus usos ancestrales se propone la utilizacion del modelo de integracion organizacional para el apoyo de los actuales cultivadores que tienen como unico sustento este sistema productivo, ilicito en el pais, pero que encuentran en peligro real de perder su capacidad productiva. Resultados: estudios actuales han determinado propiedades industriales farmaceuticas y agricolas de la planta, con lo cual se puede realizar una integracion empresarial. Conclusiones: A partir del modelo propuesto, es posible encontrar alternativas para la solucion del cultivo ilicito de hoja de coca en el pais, con un modelo de encadenamiento organizacional y productivo. Palabras Clave: modelo eco-sistemico; cadenas productivas; modelos de integracion organizacional; hoja de coca. Abstract Objective: To propose a socioeconomic alternative for the production of coca leaf in Colombia. Methodology: Based on the industrial properties of the plant and its ancestral uses, the use of the organizational integration model is proposed for the support of the current farmers who have as their sole sustenance this productive system, illicit in the country, but which they find in danger real to lose their productive capacity. Results: current studies have determined pharmaceutical and agricultural industrial properties of the plant, with which a business integration can be made. Conclusions: Based on the proposed model, it is possible to find alternatives for the solution of illicit coca leaf cultivation in the country, with a model of organizational and productive chaining. Key words: Ecosystem Model; Productive Chains; Organizational Integration Models; Coca Leaf. Abstrato Objetivo: propor uma alternativa socioeconomica para a producao de folha de coca na Colombia. Metodologia: Com base nas propriedades industriais da planta e seus usos ancestrales, o uso do modelo de integracao organizacional e proposto para o apoio dos agricultores atuais que tem como unico sustento este sistema produtivo, ilicito no pais, mas que eles acham em perigo real para perder a capacidade produtiva. Resultados: os estudos atuais determinaram as propriedades industriais farmaceuticas e agricolas da planta, com as quais a integracao comercial pode ser feita. Conclusoes: Com base no modelo proposto, e possivel encontrar alternativas para a solucao do cultivo ilicito de folhas de coca no pais, com um modelo de encadeamento organizacional e produtivo. Palavras-chave : Modelo do ecossistema; Cadeias produtivas; Modelos de Integracao Organizacional; Folha de coca.

The penetration and use of smartphones worldwide has shown a significant increase. This provides a context for the growth of mobile marketing as a channel to interact with consumers with different characteristics and functions to those offered by traditional media marketing. It is important then to study the mechanisms of adoption and use of mobile technologies, since the rise of e-commerce facilitated the emergence of a third screen, mobile marketing, which now allows users to access an almost unlimited amount of information on brands at any time and place through mobile devices. These new tactics take advantage of attributes such as larger screens and resolution, the possibility of browsing the network and the option of downloading and using thousands of applications, which are opportunities to develop new mechanisms of interaction with customers. In this context, there is a need to perform more research from a theoretical perspective about digital consumer behaviour issues, in order to support decision-making in organisational and management science, specifically those related to the marketing function. In order to address this phenomenon, this project proposes to apply an alternative model known as behavioural perspective model. The BPM proposes the search for an interpretation of buying patterns that is centred on the principles of consumer behaviour analysis. This is an alternative to the cognitive paradigm that has prevailed since the 1970s as the main theoretical and methodological source for researchers in the area of consumer behaviour. The problem with the use of cognitive constructs in this field is their inability to predict consumer behaviour reliably from previous measurements that can be performed on multiple cognitive variables. This is mainly because attitudes and other organ-based processes are unable to predict behaviour except under very rigorous conditions where the situational correspondence between the construct and the intended behaviour is ensured. Thus, consumer behaviour is established as the most significant predictor variable to explain other purchasing behaviour, which has led to the development of a research approach where greater importance is given to the analysis of situational factors that relate to the behaviour of individuals in the contexts of purchase and consumption.

Spanish Abstract: El documento presenta los elementos fundamentales a tener en cuenta para realizar una revision sistematica de literatura en Administracion. Aunque la metodologia de revision sistematica de literatura tuvo su origen en Medicina, esta se ha venido utilizando en areas como la Ingenieria y las Ciencias Sociales. No obstante, la metodologia ha de ajustarse a los propositos propios de una revision de esta naturaleza en Administracion puesto que el objetivo de la revision puede variar segun el area de conocimiento. A lo largo del documento se explican brevemente los antecedentes y los pasos de la revision sistematica de literatura en Administracion y finalmente se establece una guia para la investigacion en esta area. Se enfatiza que el analisis y la interpretacion de informacion no son objeto de este documento. English Abstract: The paper describes the key elements to consider, in order to conduct a Systematic Literature Review (SLR) in Management. The SLR methodology was created in Medicine, but it has been used in other areas such as Engineering and Social Sciences. However the methodology should be adjusted in order to reach a Management related target, as there could be different goals for the review in different areas of knowledge. The paper explains briefly the antecedents and methodology stages to conduct the SLR in Management and it provides a guide for this area. It emphasizes the analysis and the interpretation of information is not part of this paper.

Spanish Abstract: este documento tiene como proposito presentar resultados preliminares de un proceso de Revision Sistematica de Literatura (RSL) cuyo objetivo es analizar el uso del marketing en la internacionalizacion del turismo. Metodo: la ecuacion de busqueda utilizada en la base de datos cientifica Scopus fue (TITLE-ABS-KEY (tourism AND internatio*) AND TITLE-ABS-KEY (marketing OR management)) AND PUBYEAR > 2005, el procedimiento utilizado para la extraccion de documentos y analisis de informacion acoge las indicaciones de los protocolos de Perez-Rave et al. (2012) y Kitchenham (2004) y las sugerencias indicadas para el area de conocimiento de Chicaiza, Riano, Rojas y Garzon (2017); asi mismo, para la visualizacion de la informacion se utilizo la herramienta Power BI. Resultados: la ecuacion de busqueda arroja un total de 2528 titulos, tras el proceso de depuracion se documentaron los aspectos conceptuales y metodologicos para 801 abstracts, los resultados preliminares exponen la distribucion geografica, autores representativos, tipo de documentos, revistas y variables utilizadas para las perspectivas conceptuales “destination image” y “destination marketing” en el marco de la internacionalizacion del turismo. English Abstract: This document purpose is to present a preview of Systematic Literature Review (SLR) which aim is to analyze the use of marketing in tourism internationalization. Method: search equation performed in Scopus was (TITLE-ABS-KEY (tourism AND internatio*) AND TITLE-ABS-KEY (marketing OR management)) AND PUBYEAR > 2005, document extraction procedure and analysis took into account Perez-Rave et al. (2012) and Kitchenham (2004) protocols, and directions for knowledge area consigned at Chicaiza, Riano, Rojas y Garzon (2017); moreover, for information visualization Power BI was used. Results: search equation results in 2528 titles, the filter process resulted in concepts and methods indexed for 801 abstracts, preliminar findings show geographic distribution, representative authors, document types, journals and used variables for “destination image” and “destination marketing” conceptual perspectives in tourism internationalization.

There are few studies describing the adoption of electronic business-to-consumer (B2C) commerce in poor and developing countries, in that vein the purpose of this article is to examine which factors lead to electronic purchasing in Colombia. This study was conducted on a national level using an online survey, with a total of 941 responses from electronic commerce users. The results validated UTAUT2 model, with only the expected variables of effort and hedonistic motivations not being significant; additionally, online trust is positively affected by perceived security, information quality and perceived privacy. Finally, this analysis confirms that the relationships proposed in the theory of the adoption of online shopping in an emerging country are met, offering a detailed analysis of each of the variables that the online shopper considers; additionally, this article has validated that in Colombia, online shopping affects the search for low prices.

espanolEl servicio es uno de los ejes fundamentales de toda organizacion, el cual esta siendo evaluado continuamente por el cliente, generando en el vinculos relacionales de corto, mediano o largo tiempo. El sector asegurador no es ajeno a este escenario toda vez que los clientes viven momentos de servicio unicos e irrepetibles, en los que la empatia juega un papel importante para marcar la diferencia; por tanto, este trabajo tiene como proposito evaluar las premisas fundamentales de la logica dominante del servicio con expertos de seguros de automoviles en Colombia, buscando identificar las premisas de mayor impacto e interpretar los concepto de co-creacion y valor percibido para los expertos de seguros de automoviles en Colombia. El abordaje del problema se realiza desde el metodo Delphi, una tecnica basada en preguntas acerca de la vision del futuro en donde los expertos en seguros brindan su opinion hasta lograr consenso y congruencia de lo que puede prospectarse para el sector asegurador. Los principales hallazgos muestran que el sector puede prestar un mejor servicio invirtiendo en desarrollos tecnologicos en donde los procesos sean agiles, claros respecto a las coberturas adquiridas y que acompanen permanente a sus asegurados. EnglishService is one of the fundamental axes of any organization which is continuously being evaluated by costumers, generating in them relational links of short, medium or long term. For insurance sector this scenario is relevant also, as the customers’ experiences are unique and one-off moments of service where empathy has an important role in making a difference; therefore, this work has as purpose to evaluate the fundamental premises of the Service-dominant logic with experts in automobile insurance in Colombia, seeking to identify the premises with the highest impact and to construe the co-creation and perceived value concepts from their perspectives. The methodological approach is made from Delphi method, a technique based on questions about the vision of the future, where insurance experts provide their opinions until they reach consensus and congruence on what can be prospected for the insurance sector. The main findings show that the sector can provide a better service by investing in technological developments, whereby the processes be agile and clear regarding the coverage acquired, and permanently accompany their insured.