Facultad de Comunicacioneshttp://hdl.handle.net/10757/6211912024-03-28T18:25:11Z2024-03-28T18:25:11ZThe Role of a Chatbot Personality in the Attitude of Consumers Towards a Banking BrandPalomino, NataliaArbaiza, Franciscohttp://hdl.handle.net/10757/6732332024-03-26T15:42:02Z2023-01-01T00:00:00ZThe Role of a Chatbot Personality in the Attitude of Consumers Towards a Banking Brand
Palomino, Natalia; Arbaiza, Francisco
In the recent years, it has been seen that brands have opted to implement chatbots as part of their digital customer service channels, especially since they can be hosted on social networks such as Facebook Messenger and WhatsApp. Although the use of this has become widespread, users perceive them as inefficient and of little credibility. The design of the personality of a chatbot arises as an alternative for the brand to generate a more human interaction with the user and show its brand values to generate a positive experience. In addition, a projected growth of the business value of chatbots for brands of 3.9 trillion dollars is estimated by 2022. For this reason, knowing how brands can rely on the correct implementation of the personality of a chatbot creating a positive influence on its users is important in a growing industry. The present research seeks to know how the personality of the chatbot influences the formation of consumer attitudes towards a brand. This exploratory study used a qualitative methodology of phenomenological design with young adults from Lima. Subsequently, it was analysed through descriptive coding. It was found that the social dynamics, the social role and the physique of the chatbot are the aspects that influence the attitude towards the brand and generate a feeling of trust and closeness between the chatbot and the brand.
2023-01-01T00:00:00ZRepresentation of Afrodescendant Women in Digital Advertising. Case: Natalia Barreda as a Digital StorytellerEgusquiza-Bellido, AndreaCastro-Bernardini, Maria Joséhttp://hdl.handle.net/10757/6731032024-03-18T16:19:27Z2023-01-01T00:00:00ZRepresentation of Afrodescendant Women in Digital Advertising. Case: Natalia Barreda as a Digital Storyteller
Egusquiza-Bellido, Andrea; Castro-Bernardini, Maria José
This research approaches the characteristics of digital advertising storytelling in campaign development that representing Afro-descendant women and give space to share their social discourse. To do so, it starts from the historical analysis of the representations of Afro-descendant women and details their main stereotypes in the media. A qualitative approach was used in which 15 interviews were conducted with Afro women in Lima. The main result was that storytelling is representative when there is evidence of reliable activism, identity strengthening and intersectionality in the narrative. These characteristics construct a digital advertising storytelling that represents Afro-descendant women without stereotypes or racist prejudices.
2023-01-01T00:00:00ZBeyond online sales: From service quality to e-loyalty and word of mouthAcosta Morey, KarlaChávez Aguilar, AndreaMauricio Andía, Martínhttp://hdl.handle.net/10757/6696322023-12-09T03:24:40Z2023-01-01T00:00:00ZBeyond online sales: From service quality to e-loyalty and word of mouth
Acosta Morey, Karla; Chávez Aguilar, Andrea; Mauricio Andía, Martín
The purpose of this research is to demonstrate how service quality is an antecedent, influencing through trust and satisfaction, in electronic loyalty and word-of-mouth within e-commerce businesses. Data was collected from 300 users with e-commerce shopping experience and to test the proposed hypothesis the results were analysed using the Structural Equation Model (SEM) approach based on Partial Least Square (PLS). The results showed that service quality has a positive effect on e-satisfaction and e-trust, and these in turn influence e-loyalty and electronic word of mouth. The main contribution of this research is to expand knowledge on the relationship between service quality and word of mouth in an e-commerce environment.
2023-01-01T00:00:00ZeWom, Trust, and Perceived Value Related to Repurchases in the e-commerce Sector of Department StoresBlanco-Gamero, CarolinaAcosta-Bonilla, EstephaniaLodeiros-Zubiria, Manuel Luishttp://hdl.handle.net/10757/6696242023-12-08T19:41:32Z2023-01-01T00:00:00ZeWom, Trust, and Perceived Value Related to Repurchases in the e-commerce Sector of Department Stores
Blanco-Gamero, Carolina; Acosta-Bonilla, Estephania; Lodeiros-Zubiria, Manuel Luis
With the exponential growth in e-commerce retail sales, a variable such as perceived value is essential to consider, to warrant a successful long-term online business. However, eWom and perceived value have not yet been deeply studied together with other variables such as trust and repurchase in e-commerce belonging to department stores. Consequently, this study aims to analyze the influence of perceived value, eWom and trust on repurchases in those e-commerces. The sample was 196 people that repurchased from department stores e-commerce in Lima, Peru. The results were analyzed on Smart Pls. The results established that trust influenced repurchase and that eWom conditioned the perceived value of e-commerce in department stores. Furthermore, the results identified relevant variables that department stores’ e-commerce areas should consider to improve consumer repurchase through their e-commerce.
2023-01-01T00:00:00ZInnovating Journalism Education with Podcasts: A Revolutionary Teaching ToolPalomino-Flores, PaolaPaul, DavidCristi-Lopez, Ricardohttp://hdl.handle.net/10757/6696202023-12-08T17:23:56Z2023-01-01T00:00:00ZInnovating Journalism Education with Podcasts: A Revolutionary Teaching Tool
Palomino-Flores, Paola; Paul, David; Cristi-Lopez, Ricardo
As digital platforms continue to rapidly replace traditional forms of media; journalism students require new skills to succeed in their future careers. This article examines the innovative use of podcasts as a teaching tool in journalism education, offering students the opportunity to develop storytelling and digital communication skills. The benefits and challenges of integrating podcasts into the curriculum are discussed, along with examples of successful podcasting projects. The importance of innovation in journalism education is emphasized to keep up with the changing media landscape. The potential of podcasts to transform journalism education and prepare students for a career in the digital age is underscored. By exploring the use of podcasts as a revolutionary teaching tool in journalism education, this paper reveals a new frontier in the field.
2023-01-01T00:00:00ZPattern Mining and Classification Techniques for Agriculture and Crop SimulationRozas-Acurio, JavierZavaleta-Salazar, SergioUgarte, Willyhttp://hdl.handle.net/10757/6695982023-12-08T01:44:03Z2022-01-01T00:00:00ZPattern Mining and Classification Techniques for Agriculture and Crop Simulation
Rozas-Acurio, Javier; Zavaleta-Salazar, Sergio; Ugarte, Willy
Research shows that data analysis and artificial intelligence applied to agriculture in Peru can help manage crop production and mitigate monetary losses. This work presents SmartAgro, a system based on pattern mining and classification techniques that takes information from multiple sources related to the agricultural process to extract knowledge and produce recommendations about the crop growth process. The problem we seek to mitigate with our system is the economic losses generated in Peruvian agriculture caused by poor crop planning. Our results show a high accuracy in regards to type of crop recommendation, and a knowledge base useful for agricultural planning.
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