This paper seeks to explore the relationship between digital marketing, digital transformation, and social sustainability in universities, with green technology innovation as a mediator. Digital strategies have been associated with sustainability in higher education in previous studies, yet little evidence is available from the Middle East. Data were obtained from 213 senior executives at the University of Anbar (Iraq) and analyzed using structural equation modeling with SPSS 26 and AMOS 26. The results show that affect and significantly social sustainability and that innovation partly mediates these relationships and their total effects. The study extends this research to a university in a conflict region by positioning it as the bridge between organizational capacities and social sustainability. It is restricted to top managers; future research should involve students and teachers.
The objective of this study is to analyze Digital Absorptive Capacity in advanced manufacturing to resolve the productivity paradox under the Complex Systems approach. The research method is quantitative, utilizing System Dynamics and Python simulation to evaluate scenarios over a 60-month horizon. The simulation results suggest that knowledge tends to converge in the long term, while human talent appears to act as a structural constraint on technological investment. The findings identify a temporal asynchrony where inefficient management generates delays of up to 17 months, invalidating the industrial window of opportunity. The originality lies in the mathematical formalization of the asynchrony between organizational learning cycles and technological obsolescence. The limitation of the study is the model assumes that investment remains constant, without considering external financial volatility or stochastic crises in the manufacturing sector.
The objective of this article is to analyze the impact of repurchase intention and eWOM (electronic word-of-mouth), considering the quality of channel integration, customer engagement, and trust among young consumers. An online survey was used to poll 380 consumers. A quantitative method was employed. The results show that customer engagement and trust directly influence repurchase. Also, that customer engagement has a direct effect on generating positive eWOM. The findings suggest that retailers should understand their strengths to influence consumer behavior. The originality of this research lies in the fact that few studies have explored the holistic effects of customer integration, engagement, and trust quality on consumer behavior. Limitations include the type of instrument used and its application in a single region.
The objective of this paper is to analyze the effect of organizational support (OS) on the effectiveness of the knowledge management system (EKMS), the use of knowledge repositories (UKR) on knowledge acquisition (KA) and sharing (KS), the adoption of best practices (UBP) and collaborator trust in knowledge transfer (KTT) in manufacturing firms. The research method is quantitative. Data were collected from 124 collaborators across 33 organizations through purposive sampling and analyzed using PLS-SEM. The results show that EKMS is affected by OS for KA through UKR, and that UKR influences both KA and KS. The findings confirm the hypothesis that KTT influences KS. The originality lies in the variables analyzed and the sector addressed. The limitations are the purposive sampling, the limited sample size and the fact that the study is confined to an economic sector and city.
El objetivo del presente trabajo fue identificar aquellas dimensiones con sus indicadores que coadyuven a crear un modelo que permita a los directivos detonar una correcta cultura organizacional que impacte a la competitividad del sector hotelero en Torreón Coahuila, Gómez Palacio y Lerdo Durango. La investigación utiliza el método enfoque de ecuaciones estructurales PLS-SEM con una muestra de 42 sujetos pertenecientes a la dirección de hoteles. Los resultados muestran dimensiones como el liderazgo, alineación y el trabajo en equipos que permiten el desarrollo de gestiones administrativas para su actualización y que tienen mayor impacto en la competitividad del sector. Su hallazgo es un modelo para la gestión, desarrollo de competencias y habilidades específicas de importancia para los directivos y políticos para el mejor desempeño de los ejecutivos del sector hotelero y que garantice su competitividad, su originalidad aporta evidencia empírica, su limitación es pocos hoteles en las ciudades estudiadas.
