Recent research:
The researcher’s work focuses on the intersection of digital transformation, organizational management, and consumer behavior within the Ecuadorian context. A significant portion of this research explores how digital economy tools—such as e-commerce, social media marketing, and digital payment systems—influence business competitiveness, customer acquisition, and purchasing decisions across diverse sectors, including retail, hospitality, finance, and gastronomy. Furthermore, the research investigates the human dimension of the digital workplace, specifically analyzing job happiness, productivity, and work-life balance in teleworking environments. A parallel, robust line of inquiry addresses scholarly communication, examining the role of social media and digital platforms in enhancing the visibility, impact, and editorial integrity of scientific journals. Additionally, the research contributes to understanding labor dynamics, such as the employability of specific generations and the impact of global crises on export sectors. Methodologically, the work is characterized by a strong quantitative and empirical focus, utilizing surveys, correlational analysis, and bibliometric studies to provide evidence-based insights for organizational strategy and public policy.

Key Topics:

• Digital Marketing and Content Strategy
• Consumer Behavior and Purchase Decisions
• Digital Economy and E-commerce Adoption
• Scholarly Communication and Bibliometrics
• Organizational Management and Workplace Well-being
• Technology Acceptance and Innovation