Personal profile
Research Interests
The consolidated work analyzes how digital presence and strategic marketing shape customer loyalty and market positioning in Ecuador’s evolving commercial landscape. Across studies of Guayaquil-based enterprises, interprovincial transport operators, and the metal-mechanic manufacturing sector, the research highlights a common emphasis on how digital media, social networks, and online platforms influence customer retention, service accessibility, and competitive advantages. Methodologically, the work combines descriptive, analytical, documentary, and field approaches—surveying 301 customers, interviewing 15 managers/leaders, and surveying 385 transport users—to reveal limited social media adoption, unattractive digital portals, and underutilized digital advertising. The findings suggest that weak digital marketing strategies correlate with reduced market reach and customer engagement, while more effective digital resource use could enhance sales, service delivery, and loyalty in diverse Ecuadorian industries. Collectively, the research positions digital marketing and online engagement as critical levers for SME growth, transport efficiency, and sectoral modernization in Ecuador.
Key Topics:
- Business, Economics, SMEs, Finance & Entrepreneurship
- Social Sciences, Media, Political Communication & Disinformation
- Transportation, Mobility, Vehicles & Emissions
- Materials Science, Manufacturing & Additive/Subtractive Processes
Collaborations and top research areas from the last five years
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Development of Mobile Applications Based on Machine Learning for the Taxonomic Identification of Arbuscular Mycorrhizal Fungi and its Application in Ecosystem Conservation and Sustainable Management
Quiroz Martinez, M. A. (PI), Carrera Jimenez, J. A. (Col), Morales Carchi, K. L. (Student), Franco Ortega, R. S. (Student), Naranjo Moran, J. A. (Col), Cedeño Vinces, K. G. (Col), Ortiz Ortega, D. A. (Student), Guevara Salazar, A. D. (Student), Pacheco Flores De Valgaz, A. V. (Col), Contreras Freire, J. S. (Student), Aucaquizhpi Cajamarca, W. J. (Student), Ramos Jimenez, A. B. (Student), Chancay Rodriguez, O. E. (Student), Aguirre Mera, J. S. (Student), Parrales Villegas, O. I. (Student), Campoverde Torres, K. G. (Student), Sanin Cepeda, J. E. (Student), Barrera Rivera, D. A. (Student), Almeida Mosquera, I. M. (Student), Zambrano Ordoñez, D. D. (Student), Toro Luzardo, B. T. (Student), Garzon Salazar, G. (Student), Peñafiel Zambrano, G. P. (Student), Avila Calva, S. M. (Student) & Alava Reyes, A. J. (Student)
30/01/25 → …
Project: Research and Development
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Poverty and Competitiveness in the Monte Sinaí Zone of Guayaquil City in the Post-Pandemic Era (POCOMPIA)
Freire Moran, J. F. (PI), Celi Mero, L. D. R. (Col), Carrera Jimenez, J. A. (Col), Moreira Argudo, M. F. (Col), Ordoñez Leon, Y. M. (Col), Suarez Escobar, I. E. (Col), Zea Villacis, N. M. (Col), Toala Moran, E. A. (Col), Avila Bailon, J. A. (Col), Ramirez Camba, R. F. (Col), Gonzalez Vasquez, A. E. (Col), Lovato Torres, S. (External), Mayorga Albán, A. L. (External), Zambrano Robalino, G. S. (Student), Samaniego Veloz, O. A. (Student), Siavichay Moran, D. D. (Student), Hinojosa Perez, J. A. (External), Hinojosa Pérez, A. H. (External), Tito Huamaní, P. L. (External), Mendieta Muñoz, L. R. (External), Castillo Gurumendi, J. J. (Student), Moran Cedeño, J. C. (Student), Astudillo Albiño, N. N. (Student) & Tivanta Salinas, S. C. (Student)
21/03/23 → …
Project: Research and Development
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Study of the Value Chain of the Metalworking Industry in the City of Guayaquil and its Impact on Exports to the Andean Community of Nations (CAN)
Freire Moran, J. F. (PI), Carrera Jimenez, J. A. (Col), Morales Navas, M. E. (Col), Ordoñez Leon, Y. M. (Col), Cabezas Garcia, F. G. (Col), Cotto Parrales, Y. N. (Student), Torres Moreira, M. V. (Student), Jara Diaz, A. D. C. (Student), Mejia Calderon, M. M. (Student), Gomez Vera, A. C. (Student), Garcia Benavidez, A. V. (Student), Zavala Valeriano, M. V. (Student), Briones Bajaña, M. N. (Student), Onofre Risco, M. S. (Student), Hurtado Baque, L. G. (Student), Palma Murillo, R. E. (Student), Perez Narvaez, M. J. (Student), Chimbolema Chora, R. G. (Student), Acostha Esteves, M. A. (Student), Delgado Macay, N. K. (Student), Useche Luna, A. G. (Student) & Aviles Jimenez, I. M. (Student)
25/08/17 → …
Project: Research and Development
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Design of a Research Training Methodology for Novice University Professors and Administrative Staff (FINVE+P)
Teran Alvarado, A. F. (Col), Plua Moran, D. H. (Col), Mora Saltos, N. S. (Col), Llerena Izquierdo, J. F. (PI), Caballero Barros, E. J. (Col), Lopez Chila, R. D. (Col), Llaguno Vera, J. G. (Col), Carrera Jimenez, J. A. (Col), Cedeño Tello, A. M. (Col), Founes Merchan, J. P. (Col), Benites Medina, R. M. (Col), Espinoza Rosero, G. B. (Col), Jaime Carriel, J. R. (Col), Toledo Herrera, L. J. (Col), Ayala Carabajo, R. (Col), Mendez Reyes, J. M. (Col), Issa Morales, E. H. (Col), Suarez Escobar, I. E. (Col), Cordova Leon, J. R. (Col), Zambrano Parrales, F. A. (Col), Zea Villacis, N. M. (Col), Lopez Vargas, A. F. (Col), Puma Rodriguez, R. A. (Col), Rodriguez Farias, M. G. (Col), Pulgar Oleas, N. L. (Col), Diaz Solis, G. E. (Col) & Yaguana Herrera, T. G. (Col)
27/02/24 → 16/04/25
Project: Research and Development
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Determinant Factors Affecting Competitiveness in the Metalworking Sector of Guayaquil
Freire Moran, J. F. (PI), Carrera Jimenez, J. A. (Col) & Morales Navas, M. E. (Col)
8/06/15 → 31/07/16
Project: Research and Development
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Impacto de la Satisfacción del Cliente en los Mercados Municipales de Daule
Translated title of the contribution :Impact of Customer Satisfaction on the Municipal Markets of Daule Research output: Contribution to journal › Article
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Towards a Management Model for the Final Year Project in Computer Engineering in the Field of Research
Llerena Izquierdo, J. F., Lindao Cacao, K. E., Espinoza Rosero, G. B. & Carrera Jimenez, J. A., 25 Oct 2024.Research output: Contribution to conference › Paper › peer-review
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Estrategias de Marketing Digital Aplicadas en las Empresas de Transporte Interprovincial Ecuatorianas
Translated title of the contribution :Digital Marketing Strategies Applied in Ecuadorian Interprovincial Transportation Companies Research output: Contribution to journal › Article
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Evaluación de las Estrategias de Marketing Utilizadas por los Emprendedores para Fidelizar a sus Clientes
Translated title of the contribution :Evaluation of the Marketing Strategies Used by Entrepreneurs to Build Customer Loyalty Research output: Contribution to journal › Article
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Nuevas Fuerzas Competitivas y las Exportaciones de la Industria Metalmecánica
Translated title of the contribution :New Competitive Forces and Exports of the Metalworking Industry Research output: Chapter in Book/Report/Conference proceeding › Chapter