Recent research:
This body of work analyzes how digital channels and marketing strategies shape consumer behavior, firm competitiveness, and policy-informing insights across Ecuadorian contexts. The studies employ quantitative, descriptive, and correlational designs (surveys of hundreds of consumers, managers, and users), mixed-methods approaches, and observational tools to examine Instagram content strategies of hotels, digital marketing adoption by SMEs, e-commerce and digital economy effects on entrepreneurship, as well as the role of social networks and AI in academia and publishing. Collectively, the research highlights (i) the predominance of unidirectional, brand-centric content in hospitality and financial services, (ii) the positive influence of digital and social channels on purchasing decisions, customer experience, and entrepreneurship while signaling barriers such as training, budget, time, security, and privacy, (iii) the growing relevance of AI, influencer marketing, neuromarketing, and content management for visibility and strategic communication, and (iv) the imperative for institutional support, policy design, and robust digital infrastructure to translate digital adoption into sustainable growth. The work also emphasizes ethical, governance, and measurement considerations for digital strategies in education, science communication, and commerce, shaping pathways for more interactive, trusted, and contextually appropriate practices in Ecuador and the Latin American region.