Recent research:
The research portfolio focuses on the intersection of digital transformation, consumer behavior, and strategic communication within the Ecuadorian market. A significant portion of the work examines how digital marketing, e-commerce, and social media influence organizational competitiveness across diverse sectors, including hospitality, retail, finance, and gastronomy. The findings consistently highlight the shift toward digital channels, emphasizing the importance of content management, experiential marketing, and technological adoption in shaping consumer purchase decisions and brand loyalty. Furthermore, the research extends to the academic sphere, investigating the role of digital platforms in scholarly communication, the impact of social media metrics on research visibility, and the integration of artificial intelligence and virtual learning environments in higher education. Additional studies address socio-economic dynamics, such as the impact of the pandemic on trade, the employability of different generations, and the factors influencing university selection. Collectively, these studies provide a comprehensive analysis of how digital tools and strategic management can be leveraged to enhance performance, visibility, and decision-making in both commercial and academic environments.

Key Topics:

• Digital Marketing and Content Strategy
• Consumer Behavior and Purchase Decision-Making
• E-commerce and Digital Transformation
• Scholarly Communication and Bibliometrics
• Higher Education and Virtual Learning Environments
• Experiential and Neuromarketing
• Socio-economic Impact and Labor Dynamics