Personal profile
Research Interests
The researcher’s work converges on how digitalization and the information economy shape work, markets, consumer behavior, and scientific communication in Ecuador and the broader Latin American region. Across teleworking, digital marketing, e-commerce, and social-media strategies, the studies reveal that digital enablement enhances well-being, productivity, and market reach when managed with adequate training, infrastructure, and governance. They emphasize the limited reach of marketing communications when strategies are unidirectional, the persistent importance of trust and security in online transactions, and the need for policy and organizational support to capitalize on digital opportunities. Methodologies span quantitative surveys, descriptive-correlational analyses, mixed-methods, and bibliometric approaches, yielding practical implications for firms, policymakers, and educational institutions to foster sustainable digital growth, customer-centric strategies, and robust editorial practices in a rapidly digitizing economy.
Key Topics:
- Business, Economics, SMEs, Finance & Entrepreneurship
- Digital Economy, E-commerce & Digital Marketing
- Cybersecurity, Privacy, Trust & Blockchain
- Social Sciences, Media, Political Communication & Disinformation
- Research Methods, Measurement, Bibliometrics & Academic Practice
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
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SDG 3 Good Health and Well-being -
SDG 8 Decent Work and Economic Growth -
SDG 12 Responsible Consumption and Production
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Collaborations and top research areas from the last five years
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Alternative Economic Models for Transformative Growth with Sustainability and Labor Well-being
Lopez Chila, R. D. (Col), Sumba Nacipucha, N. A. (Col), Cueva Estrada, J. M. (PI), Delgado Figueroa, S. P. (Col), Ruiz Garzon, N. A. (Student), Sandoval Aguilar, W. M. (Student), Castro Castro, F. A. (Student), Ruiz Ruiz, A. V. (Student), Casañas Hernandez, K. P. (Student), Ortega Gaibort, K. E. (Student) & Reynosa Navarro, E. (External)
1/06/25 → …
Project: Research and Development
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Redefining the Digital Competencies of Higher Education Actors in the Context of Postglobalization (GEEK&TALENT)
Llerena Izquierdo, J. F. (Col), Lopez Chila, R. D. (PI), Sumba Nacipucha, N. A. (Col) & Cueva Estrada, J. M. (Col)
12/12/23 → …
Project: Research and Development
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Status of the applications of the diverse marketing branches in the different economic sectors of the Ecuadorian market and their incidence on the consumer's purchase decision process (ECUMKT)
Sumba Nacipucha, N. A. (PI), Cueva Estrada, J. M. (Col), Delgado Figueroa, S. P. (Col), Mero Alava, L. F. (Student), Muñoz Colobon, G. N. (Student), Barrera Noboa, E. L. (Student), Moreira Aviles, M. Y. (Student), Zambrano Castro, A. V. (Student), Cueva Ortiz, N. M. (Student) & Plaza Quimis, M. A. (Student)
28/11/22 → …
Project: Research and Development
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Development of Research Skills in Higher Education Students Through Neuroeducation (DHIES-NEDU)
Sumba Nacipucha, N. A. (Col), Cueva Estrada, J. M. (Col), Conde Lorenzo, E. (Col) & Marmol Castillo, M. C. (PI)
11/02/21 → …
Project: Research and Development
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Analysis of the University Professor from the TPACK Model in Times of COVID-19 (TPACK-19)
Sumba Nacipucha, N. A. (PI), Cueva Estrada, J. M. (Col), Conde Lorenzo, E. (Col) & Marmol Castillo, M. C. (Col)
12/08/20 → 6/07/22
Project: Research and Development
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Habilidades blandas en la gestión editorial y comunicacional de revistas científicas
Translated title of the contribution :Soft Skills in Editorial and Communicational Management of Scientific Journals Research output: Contribution to journal › Article › peer-review
Open Access -
From Feed to Table: The Role of Food Influencers in Restaurant Choices
Sumba Nacipucha, N., Cueva Estrada, J., Cuesta Valiño, P. & Ganga Contreras, F., Mar 2026, In: Tourism and Hospitality. 7, 3, 83.Research output: Contribution to journal › Article › peer-review
Open Access -
Habilidades Blandas y Prácticas Digitales Laborales en los Sectores Empresarial y Educativo
Translated title of the contribution :Soft Skills and Digital Workplace Practices in the Business and Educational Sectors Research output: Contribution to journal › Article
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Content Marketing in Five-star Hotels: An Analysis of Strategies and their Relationship with the Digital Audience in Ecuador
Cisneros Arguello, N. E., Cueva Estrada, J. M. & Sumba Nacipucha, N. A., 13 Aug 2025, In: International Journal of Innovative Research and Scientific Studies (IJIRSS). 8, 8, p. 1759-1770 12 p.Research output: Contribution to journal › Article
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Digital Economy and Consumer Purchase Decisions in Retail Appliance Stores in Ecuador
Valdez Morocho, N. R., Sumba-Nacipucha, N., Lis-Gutiérrez, J. P. & Cueva-Estrada, J., 2025, Intersection of Artificial Intelligence, Data Science, and Cutting-Edge Technologies: From Concepts to Applications in Smart Environment - ICAISE 2024. Farhaoui, Y., Herawan, T., Lucky Imoize, A. & Allaoui, A. E. (eds.). Springer Science and Business Media Deutschland GmbH, p. 591-606 16 p. (Lecture Notes in Networks and Systems; vol. 1397 LNNS).Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review
Press/Media
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Studies in the Area of Artificial Intelligence Reported from Universidad Politecnica Salesiana (Artificial Intelligence in Higher Education: An Analysis of Existing Bibliometrics)
Llerena Izquierdo, J. F., Lopez Chila, R. D., Sumba Nacipucha, N. A. & Cueva Estrada, J. M.
11/01/24
1 item of Media coverage
Press/Media: Press / Media