This article analyzes a case study that is part of the current of Folkcommunication and marketing. The romantic story created between a typical Bolivian food, the salteña, and the American drink, Coca Cola. This relationship arises from a communication strategy of the transnational, which responds to an appropriation of cultural aspects, which is not only developed in Bolivia, but also in other countries of the world. The article initially details some aspects related to the two main actors in this story, then describes the case, emphasizing the most outstanding communication aspects, to finally analyze all the elements in light of the concepts of folk communication and marketing.

The study aimed to analyze the influence of budget on social media strategies and on the competitive advantage of food franchises. For that, a survey was applied with 84 food franchise managers and the quantitative analysis was performed using structural equation modeling. The results indicated that the planning budget positively influences the competitive advantage, which is related to the performance of companies. It was also observed that the relationship between the budget for dialogue and the competitive advantage in the market is mediated by the social media strategy. The results also highlight that the greater the use of budget for communication and motivation functions, the greater the implementation of social media strategies. The findings add to the corporate budget literature, suggesting that it can foster greater performance in relation to competitors. Evidence also suggests ...

La investigación aborda el tema de la educación y alimentación en las comunidades aymaras, que con sus variadas formas y estilos se diferencia de otras realidades. El objetivo es describir, interpretar y comprender la educación y alimentaria en las comunidades aymaras. Para ello se ha utilizado el método y la técnica de la etnografía. Como resultado de la pesquisa, se presenta la educación vivencial y de los grandes cambios en los hábitos alimenticios que trajo el mercado, las comunidades aymaras aún sigue acudiendo a una gastronomía variada (desayuno, fiambre y comida), en efecto, la preparación de alimentos de las familias campesinas está en función de lo que se cultiva, de lo que la naturaleza ofrece y los alimentos industrializados que fácilmente se obtiene en el mercado local. El consumo está muy relacionado a las estaciones climáticas del año agrícola que son: â€...