Social Marketing and Social Responsibility. A theoretical confrontation Abstract Social marketing and social responsibility are terms that are currently relevant and related to addressing a critical and complex social reality. In the contemporary academic and scientific world they are often considered as similar concepts despite the conceptual and structural difference between them. This academic article deals with a systematic review of scientific literature where 124 articles from different disciplines were consulted in diverse databases; 57 of them were considered relevant from their inclusion in indexed or arbitrated journals, besides reflecting relevant and concise information generated in the last 5 years. However, articles out of the 5-year range were also considered to evaluate and analyze the evaluation of concepts on social marketing. The analysis of these sources allowed an ap...

“Entrepreneurship is a possible solution that can guarantee labour insertion, but also allows its inclusion in disparate societies. also allows its inclusion in disparate societies. The aim of the study was to validate by means of a confirmatory factor analysis a measurement model to determine the profile of the university entrepreneur that from the constructs proposed in the Entrepreneurial Attitude Orientation Scale (EAO) can be tested in the university context in particular. The study corresponds to a quantitative approach, non-experimental design, cross-sectional, carried out in a private university in Lima, Peru, where 271 undergraduate and postgraduate students were selected. A confirmatory factor analysis was carried out to check the sustainability of the instrument. The proposed model corroborated the main fit indicators of the confirmatory factor analysis, the covariances betw...

ABSTRACT This investigation searched to analyse the relationship between the Budget Management by Results and the quality of the expenditure of the local governments from La Libertad Region up to 2015. It was non-experimental, longitudinal and predictive correlational, worked with the 83 local governments from La Libertad Region, and the content analysis was used as a research technique. The diagnosis of the Budget Management by Results, shows a level of execution at 84% in the region, while in the 83 districts, execution reaches 66%. On the other hand, at function level, the Environment Function, occupies the first place with 78%. The main source of funding for the budgetary programs in the years 2012-2015 are determined resources. The quality of the expenditure was measured, identifying the indicators that guide the improvement of the living standards of the population, thus the Preval...

Evalúa la influencia de la gestión de la innovación social en las competencias en sostenibilidad. La presente investigación utiliza un enfoque cuantitativo, de nivel causal con estudiantes de pregrado y posgrado de las 31 universidades de la región como población, con una muestra de 500 seleccionados de manera probabilística. Para medir las variables se realiza un análisis teórico de autores diversos, para luego proceder con la validación de contenido y los análisis factorial exploratorio y confirmatorio, calculándose los coeficientes alfa de Cronbach y omega para evaluar la confiabilidad. Los resultados del análisis factorial permitieron explorar y entender la estructura de los datos, identificar factores subyacentes y simplificar el análisis de conjuntos de datos complejos, respaldando la fiabilidad de ambas herramientas de medición. El análisis factorial confirmatorio ...

Social Marketing and Social Responsibility. A theoretical confrontation Abstract Social marketing and social responsibility are terms that are currently relevant and related to addressing a critical and complex social reality. In the contemporary academic and scientific world they are often considered as similar concepts despite the conceptual and structural difference between them. This academic article deals with a systematic review of scientific literature where 124 articles from different disciplines were consulted in diverse databases; 57 of them were considered relevant from their inclusion in indexed or arbitrated journals, besides reflecting relevant and concise information generated in the last 5 years. However, articles out of the 5-year range were also considered to evaluate and analyze the evaluation of concepts on social marketing. The analysis of these sources allowed an ap...

Companies in Latin America cannot ignore the need to develop corporate social responsibility because this form of management promotes respect for nature and commitment to humanity. Several companies have problems in the development of CSR because there is confusion between social responsibility and philanthropy. The aim is to analyse theoretical and empirical studies on the development and application of corporate social responsibility in Latin American companies between 2010 and 2020. The sources of information are the databases EBSCOhost, Dialnet, ProQuest, Redalyc and Scielo, the criteria for eligibility were: place Latin America, period of the last 10 years and evaluated by experts, therefore those that did not meet these criteria were excluded. One of the limitations found was in the sub-theme dimensions, it was evident that there is no theoretical consensus regarding the parts cont...

Desde que se creó la marca Perú en el año 2011, esta ha tenido un crecimiento considerable debido a que Promperú, su principal embajador, impulsa la marca buscando generar orgullo, identidad y autoestima, y resaltar su diferenciación de otros países, para lo cual se procura también que existan propuestas turísticas que logren generar valor dentro de toda la cadena, es decir, una experiencia turística integral. La presente investigación tuvo como objetivo general determinar cómo la imagen de la marca Perú influye en la generación de valor para el turista de Lima Metropolitana, Perú, en el año 2020. Se trabajó con un método hipotético–deductivo, un enfoque cuantitativo, tipo de investigación básica de nivel explicativo y un diseño no experimental de corte trasversal. La muestra objeto de estudio fue de 228 turistas nacionales, el instrumento utilizado fue el cuestion...

Desde que se creó la marca Perú en el año 2011, esta ha tenido un crecimiento considerable debido a que Promperú, su principal embajador, impulsa la marca buscando generar orgullo, identidad y autoestima, y resaltar su diferenciación de otros países, para lo cual se procura también que existan propuestas turísticas que logren generar valor dentro de toda la cadena, es decir, una experiencia turística integral. La presente investigación tuvo como objetivo general determinar cómo la imagen de la marca Perú influye en la generación de valor para el turista de Lima Metropolitana, Perú, en el año 2020. Se trabajó con un método hipotético–deductivo, un enfoque cuantitativo, tipo de investigación básica de nivel explicativo y un diseño no experimental de corte trasversal. La muestra objeto de estudio fue de 228 turistas nacionales, el instrumento utilizado fue el cuestion...

Las competencias digitales son un factor clave para la empleabilidad de todo profesional, en especial del administrador de empresas. Este estudio tuvo por objetivo principal determinar si existen diferencias significativas en las competencias digitales del estudiantado de administración de empresas del primer y último año en una universidad privada del sur de Lima, Perú. Se aplicó una metodología cuantitativa y descriptiva comparativa que comprendió una muestra de 220 alumnos y alumnas. Los resultados señalan que existen diferencias significativas entre ambos grupos, encontrándose mejores resultados en el estudiantado que está próximo a concluir el programa; sin embargo, solo la cuarta parte de ellos presenta un nivel alto de competencias digitales. Se concluye que el estudiantado del último año presenta mejor desarrollo de competencias digitales, pero que es necesario forta...

Through the exploration of 29 scientific research articles published in the world during the periods 2016-2022, the objective of the work is to Evaluate whether digital marketing influences customer loyalty strategies in service companies. Likewise, the present study is based on an inductive method starting from the specific to the general using the systematic review methodology; as well as an analysis and synthesis methodology that includes the review of scientific article bases, repositories, specialized journals; detection, query extraction, collection and integration of data. From the result of the investigation, it is concluded that digital media have a great reception in the service category, due to its great reach with its public objective and the proximity that it projects when in contact with its environment, in this way it can communicate a clear and direct message in a few min...

The present study has the objective to analyze digitization and how it can help companies to attract their customers to retain them through the different strategies that are applied in the most efficient way possible, based on digital innovations. Customer acquisition is a very sensitive activity, because of customer satisfaction for their experiences and service rating, which allows to value and obtain constant feedback to design strategies, automate communication processes, campaigns. It is at this point that digitization, like that technological innovation, contributes to a better relationship with our customers, generates trust and the company has a competitive advantage. It is generated in a documentary way, fundamentals and relevant aspects focused on promoting the growth of companies through this digitization, to expand their market and encourage confidence in the services generat...