En el contexto de la profunda digitalización y expansión de las plataformas colaborativas, la lógica de la Responsabilidad Social Corporativa (RSC) se encuentra en un proceso de transformación estructural. El enfoque tradicional, centrado en la empresa y basado en una comunicación unidireccional, está siendo sustituido por un modelo de co-creación de responsabilidad, donde múltiples actores; consumidores, comunidades y plataformas digitales, interactúan en la generación de valor social compartido. Este estudio analiza cómo la co-creación digital de la RSC basada en plataformas incide en la felicidad del consumidor, considerando el papel mediador de las emociones colectivas, el capital social y el control del comportamiento percibido. Para ello, se aplica un modelo de ecuaciones estructurales de segundo orden (PLS-SEM) a partir de 517 cuestionarios recogidos entre usuarios activos de plataformas de RSC en China. Los resultados de la investigación muestran que la co-creación de RSE digital mejora significativamente las emociones colectivas de los consumidores, el capital social y el control del comportamiento percibido, afectando así su felicidad hedónica y eudaimónica de los consumidores. Estos hallazgos aportan una nueva perspectiva sobre cómo las plataformas digitales pueden actuar como ecosistemas de felicidad, integrando el bienestar, la responsabilidad social y la participación cívica en la estrategia empresarial. En consecuencia, el estudio subraya el valor estratégico de los mecanismos de participación digital en la RSC como catalizadores de felicidad del consumidor, aportando implicaciones teóricas y prácticas para el diseño de modelos de gestión responsables.
Este trabajo examina el papel de los influencers en el sector sanitario como herramienta estratégica en la intersección entre comunicación, publicidad y gestión organizacional. En particular, se analiza su contribución al marketing social y a la Responsabilidad Social Corporativa (RSC) en el ámbito de la salud pública y el bienestar social. Para ello, se adopta una revisión conceptual y narrativa basada en el método PRISMA, que integra la literatura sobre comunicación sanitaria, marketing de influencers y enfoques vinculados al marketing social y la RSC. Los resultados indican que los influencers sanitarios pueden desempeñar un papel relevante en la promoción de la alfabetización en salud, el fortalecimiento de la confianza en las instituciones y la difusión de conductas preventivas. Asimismo, su incorporación en estrategias organizativas contribuye a generar valor en términos de reputación, engagement y posicionamiento, reforzando la conexión entre entidades sanitarias y ciudadanía. Desde una perspectiva estratégica, su uso permite articular mensajes más accesibles y cercanos (García-López, 2025), alineados con objetivos de impacto social y compromiso corporativo. Dado su carácter teórico, el estudio se plantea como base para futuras investigaciones empíricas orientadas a evaluar el impacto de estos agentes en el cambio comportamental, la confianza pública y el desempeño organizativo. En conjunto, el artículo sitúa a los influencers como actores clave en la configuración de estrategias comunicativas responsables, enmarcadas en el marketing social y la RSC dentro del sector sanitario.
Esta investigación analiza el papel transformador de la inteligencia artificial (IA) en la adquisición de talento, centrándose en su impacto sobre la eficiencia del cribado de candidatos, la alineación entre candidato y puesto, la precisión en la contratación y la reducción de sesgos. Basado en la teoría del ajuste (fit theory), el estudio adopta una metodología cualitativa centrada en directivos. Se realizaron entrevistas semiestructuradas, analizadas mediante un enfoque temático de tres niveles, complementado con un mapeo asistido por redes neuronales para identificar patrones. NVivo 14 apoyó la codificación sistemática y el desarrollo de temas, mientras que Python 3.11, junto con Keras (2.15.0) y TensorFlow (2.14.0), facilitó el análisis de conglomerados y la visualización de relaciones asociadas con el ajuste persona–puesto (PJF) y el ajuste persona–organización (POF). Los resultados muestran que la IA, respaldada por sólidos marcos de gobernanza, mejora el cribado de currículos, fortalece la correspondencia entre candidatos y puestos y aumenta la equidad en las decisiones de contratación. No obstante, presenta limitaciones para evaluar competencias interpersonales y compatibilidad cultural, lo que resalta la importancia del juicio humano. Se propone un modelo híbrido de reclutamiento en el que la IA evalúa inicialmente el PJF y las evaluaciones humanas estructuradas valoran el POF. Asimismo, se recomiendan auditorías algorítmicas, prácticas de IA explicable y sólidos estándares de privacidad y rendición de cuentas para promover una integración responsable de la IA.
La transmisión de conocimientos a través de imágenes ha cobrado importancia en los últimos años con el auge de las redes sociales. Recientemente, las imágenes y los memes han comenzado a incorporarse a la enseñanza, lo que permite reforzar las clases tradicionales mediante actividades modernas y divertidas. Este artículo aporta datos sobre este novedoso método educativo, describiendo una actividad de evaluación que utiliza memes en asignaturas de Economía Aplicada, concretamente en Entorno Económico Internacional y Economía Española, en diferentes programas de grado de la Universidad Complutense de Madrid. La actividad se analizó mediante dos cuestionarios que completaron los estudiantes, reflejando sus percepciones tanto antes como después de su implementación. A partir de sus respuestas, los memes producidos y las calificaciones obtenidas, se han extraído diversas conclusiones. Los resultados muestran que la actividad fue innovadora y despertó el interés de los estudiantes por la asignatura. Supuso una forma accesible y entretenida de aprender, lo que generó satisfacción entre los estudiantes. Además, su compromiso y esfuerzo se reflejaron en la calidad de los memes producidos.
This study investigates the factors influencing scaleup location choices in European cities using a diverse dataset and statistical techniques such as PLS-SEM. According to the literature, a scaleup is a new entrepreneurial company, up to 10 years old, that has achieved a stable and consistent growth rate. The results highlight the significant relationships between scaleup location choices and factors like city climate, working environment, technological development, and educational level. A sequential model shows the direct and positive effect of education on scaleup location choices, while also revealing relationships between city climate, working environment and technology. The research offers valuable insights for policymakers and entrepreneurs seeking to enhance cities' attractiveness for scaleup businesses. Fostering a supportive entrepreneurial ecosystem, promoting technological development, and improving the working environment emerge as key strategies for attracting and retaining scaleup companies in European cities. This study contributes to the literature on urban entrepreneurship and regional development by exploring the impact of novel variables and examining the role of the entrepreneurial ecosystem.
This research analyzes the impact of the screencast typology (theory, software practice, problems) of educational videos in higher education on the pattern of use. For this purpose, the use of 21 educational videos on Quantitative Methods by a cohort of 398 students has been analyzed. Using a panel data model and controlling for several confounding factors, the results suggest that students use the videos mainly for exam preparation, and they prefer theory videos, despite knowing that the exams include exclusively problems and practice questions. It is also concluded that the perceived usefulness seems to depend on the type of teaching, being much lower when face-to-face than when online. Interaction analyses further show that the effect of video duration varies depending on content and modality. These results have important implications for teaching when face-to-face teaching is not possible for reasons beyond our control (pandemics, meteorological phenomena of high social impact such as floods and extreme snowfalls in Spain, winter storms in the USA, etc.).
The economic figures forecast as exchange rate or the consumer price index are an essential tool for economic authorities, based on economic research analysts' expectations make decisions with effect in all society. This research has as objective to determinate a useful econometric model to forecast the Colombian exchange rate USD/COP (TRM). For this reason, it developed quantitative research applying ARIMA-GARCH models using time series data for TRM between 1992 and 2022. The results suggest that the model presented in this work achieves adequately filtered the information contained in lags using Q-Stat test, without simple autocorrelation problems at 5% in statistical significance. This permits us to establish that the estimated parameters for forecasting the TRM are significant. Consequently, it is concluded that the model has predictive capacity to forecast the exchange rate between the Colombian peso and the US dollar in the short term.
Este estudio investiga los factores que influyen en la elección de la ubicación de las scaleups en las ciudades europeas utilizando un conjunto de datos diverso y técnicas estadísticas como PLS-SEM. Según la literatura, una scaleup es una nueva empresa, de hasta 10 años de antigüedad, que ha alcanzado un ritmo de crecimiento estable y constante. Los resultados ponen de relieve la existencia de relaciones significativas entre la elección de la ubicación de las scaleups y factores como el clima de la ciudad, el entorno laboral, el desarrollo tecnológico y el nivel educativo. Un modelo secuencial muestra el efecto directo y positivo de la educación en la elección de la localización de las scaleups, al tiempo que revela relaciones entre el clima de la ciudad, el entorno laboral y la tecnología. La investigación ofrece valiosas ideas a los responsables políticos y a los empresarios que buscan mejorar el atractivo de las ciudades para este tipo de empresas. El fomento de un ecosistema empresarial propicio, la promoción del desarrollo tecnológico y la mejora del entorno laboral se perfilan como estrategias clave para atraer y retener a las empresas scaleup en las ciudades europeas. Este estudio contribuye a la literatura sobre emprendimiento urbano y desarrollo regional explorando el impacto de nuevas variables y examinando el papel del ecosistema empresarial.
Corporate reputation is an intangible asset with a proven impact on the evolution of organizations. Its influence on strategic business variables such as talent acquisition or retention, pricing policies, access to financing and cost of capital, shareholder acquisition and loyalty, or differentiation from competitors, among others, make this intangible asset a key element of business management and company valuation. Being such a determining factor, it is worth asking whether stock analysts, in charge of evaluating, assessing and recommending listed companies to investors and shareholders, adequately consider and integrate this factor as they do with other key business variables. This article analyses the results of a research aimed at determining the degree of integration of corporate reputation by stock market analysts in Spain. Through an online survey, the quantitative and qualitative impressions and opinions of professionals who have to deal with the integration of this intangible asset in the fundamental analysis processes of the companies they follow are collected. The results point not only to a clear recognition of reputation as a significant element with a direct impact on the evolution of the business of organizations, but also to the confirmation of the existence of a clear role in the valuation and evaluation processes of listed companies. Furthermore, the study defines the prototypical profile of the analyst who integrates reputation into his valuation processes.
In this study, we analyse the factors that lead to the acceptance of technological implants (TIs) for non-medical purposes among the digital-native population. We propose a model based on the conceptual framework provided by Davis's technology acceptance model, expanded with three exogenous variables: hedonic motivation, social influence, and risk perception. Using this conceptual basis and a sample of 257 digital natives, structural equation modelling with partial least squares and necessary condition analysis is employed. The proposed model demonstrates an adequate fit for usage intention, with the coefficient of determination nearing 70%. Furthermore, the model's predictive capacity has proven to be acceptable. Examining the total effects of the explanatory factors on acceptance reveals that all are significant and positive, except those related to perceived risk. The variable with the greatest influence is hedonic motivation, followed by perceived ease of use, perceived usefulness, and subjective norms. It has been observed that the first three variables are necessary for the acceptance of TIs, with ease of use having the largest effect size in terms of necessity. This work contributes to the limited literature on TI acceptance, highlighting the importance of hedonic motivation in their use. The results obtained have implications for the industry associated with this type of technology. We have observed that the perceived intention to use implantable devices barely exceeds a rating of three out often. It is essential for TIs to reach a threshold of perceived usefulness, ease of use, and suitability for hedonic use. A more positive social perception should contribute to increased use, provided that the required thresholds in the first three factors are met.
The growth of research on business administration and management, the acceleration of technological change, and global processes of corporate consolidation have motivated this study on mergers and acquisitions in the technology industry. We perform bibliometric and content analysis of this topic using documents published in the Web of Science database. After refining the search based on the keywords selected and quality of the academic journals, we obtain 148 articles, from which we identify the main journals, countries, institutions, authors, and relevant articles to answer the research questions defined for this study. We also provide a keyword/cartographic analysis that identifies six main research streams. Finally, we summarize the main issues and questions for future research that emerge from the literature.
As the tourism sector is characterised by its strong connection between its operators and consumers, and this connection has adapted in line with the technological improvements that have been made, there is currently a great deal of influence from the ntire digital environment that surrounds today's society. With the latest digital transformations, consumers have become more informed, demanding and have a digital purchasing behaviour, using digital media more frequently at all stages of their decision-making and purchasing process. Tourism has therefore recognised this opportunity and has increasingly begun to integrate the various digital platforms into its business strategies, particularly its marketing strategies. Against this backdrop, this tour operators. To this end, the methodology used consisted of questionnaires to individuals
The management of internal communication in companies is increasingly important as an internal marketing tool. However, despite its implementation in many workplaces, knowledge of its impact on employees and the company is still insufficient. Through this research, we aim to advance this line of study by contrasting a model that analyses the effect of formal and informal internal communication, through corporate digital platforms (corporate social networks-CSN), on the perception of internal corporate social responsibility (ICSR) and level of happiness at work. All this is in the context of companies in the service sector that use CSN to improve internal communication between organisation members. From a sample of 242 employees from two different subsectors, health and logistics, empirical evidence has been obtained that formal internal communication boosts employees' perception of ICSR actions, as well as happiness in the workplace. On the contrary, informal internal communication explains these links differently. In this way, the study highlights that formal internal communication is a way to achieve better working environments in the business world.
Talent retention and the reduction of work-related stress have become key challenges in contemporary organisational management. This study explores the impact of Happiness Management on turnover intention, considering work-related stress as a mediating variable, and assessing differences between public and private sector employees. Based on the Job Demands-Resources (JD-R) theory, a quantitative, non-experimental, and cross-sectional design was adopted. Data were collected via a structured online questionnaire from 414 employees in Mexico. The data were analysed using Covariance-Based Structural Equation Modelling (CB-SEM) and Multigroup Analysis (MGA) to compare sectoral differences. The results show that Happiness Management significantly reduces turnover intention both directly and indirectly by lowering work-related stress. These effects are more pronounced in the private sector, where job instability makes employees more sensitive to workplace well-being. In contrast, in the public sector, stress exerts a stronger influence on turnover intention, indicating that bureaucratic constraints and a lack of incentives may diminish the impact of happiness initiatives. The findings highlight the importance of tailoring organisational strategies to the institutional context. Specifically, they suggest that private organisations may benefit more from implementing well-being initiatives, while public institutions should prioritise stress-reduction measures. This study provides empirical support for the integration of Happiness Management into strategic human resource practices and offers sector-specific insights to enhance talent retention and workplace well-being.
This study examines the effects of ambidextrous motivation on employee performance in terms of creativity and product innovation. Lack of motivation is currently one of the main work problems that hinders the development of new ideas and innovation and is also the key cause of absenteeism and employee turnover. Therefore, through an ambidextrous management approach based on structural equation analysis, we aim to elucidate the impact of good ambidextrous motivation management on creativity and innovation. Data obtained from the CEOs of 245 highly innovative Spanish companies in 14 industries is used and is analysed using structural equation models. The relationships between CEOs' perceptions of their employees' intrinsic motivation and creativity and product innovation performance in highly innovative Spanish companies are robust. Furthermore, the positive relationships between motivation, creativity, and product innovation are stronger in highly innovative Spanish companies where CEOs perceive they have employees with high emotional intelligence. The efforts and investments made in employee motivation support the development of new ideas and product innovation success. The emotional management of employees can help enhance innovation.
This article performs an exploratory analysis on the agglomeration patterns and spatial density of companies located in the metropolitan area of Cali. The methodology used allowed to identify the economic agglomerations and their respective spatial density, based on the distance of the location between the establishments by means of Ripley's K function. The findings allow us to confirm the existence of productive sectors with agglomeration patterns (Ripley's K function results). In the same way, it was established that the food products manufacturing sector (the one with the greatest weight in number of companies), presents certain differences with respect to the results found for the group of companies located in the metropolitan area of Cali.
Technology companies are fundamental to the development of a country's economy, so it is essential to analyze possible factors that support their creation and consolidation. This research study the relationship between the growth of young technology companies and the financial ecosystem, characterised by the emergence of new, more agile and flexible sources of finance. Specifically, an empirical analysis is carried out using an indicator of the evolution of the financial environment that takes into account all available alternative sources of external finance. The analysis uses panel data methodology, specifically the Baltagi-Wu GLS estimator with random effects model, on a sample of 158 young technology SMEs from different Spanish regions. The results show, among other things, a positive and significant relationship between the development of the regional financial ecosystem and the growth in turnover and assets of young technology SMEs, indicating that regions with more developed financial ecosystems offer greater opportunities for growth. This has implications for strategic and operational managers, as it confirms that the decision to locate in different regions not only affects aspects such as production and logistics, but also access to sources of finance, which will have a direct impact on sales and asset growth. Likewise, politicians and public managers should be aware of the importance of promoting adequate financial ecosystems that facilitate the development and survival of these companies.
Sustainable finance has grown in importance in recent years due to its close relationship with sustainable development and the estimated large investment needs. After a long period of near-zero interest rates, we have witnessed a change in the scenario in the last two years, so it is important to know how this may affect the transition to a sustainable economy. To approach this object of study and contextualize it, a bibliometric analysis is carried out, using the Web of Science database, on: sustainable finance, Socially Responsible Investment and green bonds. The evolution of publications, the most active countries, the most relevant institutions and authors, the most researched topics, the most cited articles and the relationship of these three areas with the Sustainable Development Goals have been analyzed, in order to try to detect trends, omissions and research opportunities. The analysis reveals that sustainable finance is highly associated with climate aspects and green bonds, that the performance of green bond portfolios and other sustainable financial assets is a widely researched issue, and that the European Union is very active in knowledge generation, also having a long history in this object of study, supported by both the regulatory and institutional framework, and driven by the European Green Deal presented by the European Commission in 2019 and the Action Plan against Climate Change of the European Central Bank in 2021.
Teaching Innovation Project Based on the Application of Role-playing as a Training Experience in English for University Students of the Marketing Degree, Enhancing University-Business Relations. The challenge involves a role-playing with students, real international clients, and executives from a renowned company. The student must set sales objectives, present a product line, and negotiate a sales schedule. This study aims to determine how university students perceive participation in a role-playing activity as continuous formative content over six academic years, where 57.2 % of the students had high expectations and 42 % had low expectations. After the activity, 92.8 % of the students reported having met their expectations, and 100 % reported high satisfaction and contribution to their training. The NPS indicates that 92.9 % of the students would recommend participating in the activity.
In this paper we aim to analyse the influence that dynamic knowledge management capabilities have on dynamic innovation capabilities and the moderating effect that the integration of both competitors and functional areas has on this relationship. To do so, a questionnaire was developed for the executives of the companies under study. We focused on Spanish companies in the service sector with activities for technological innovation, technological KIBS. The work was focused on Spanish companies in the services sector with activities for technological innovation, knowledge-intensive service companies, KIBS technology. The data collection period was carried out between February and May 2023. For the selection of the sample, we used information from the National Institute of Statistics (INE) on enterprises in the service sector in Spain with technological innovation activities, focusing on companies with 10 or more employees. The SABI database was subsequently used to refine and fine-tune the selection of firms meeting the specific criteria of the study. A total of 200 valid questionnaires were obtained. To verify our hypotheses, we used a hierarchical regression analysis. The results obtained confirm the proposed hypotheses. Dynamic knowledge management capabilities, considered as internal and external learning competencies, favour the development of dynamic innovation capabilities of KIBS, measured according to the degree of adaptability, creativity, proactivity and mastery of knowledge around services. The adequate integration of competing companies and functional areas positively moderates this relationship. The originality of the work lies in the study of the development of dynamic innovation capabilities in the services sector in a context of high technological uncertainty, highlighting the important moderating role played by both the integration of competing companies and the integration of the functional areas of the company.
