Recent Submissions

  • Personal branding in Peru and its relationship with mass psychology: The case of paolo guerrero

    Barreda, S.; Mezarina, M. (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2021-01)
    A mass is made up of individuals oriented towards a fixed direction, who can consciously lose their personality and direct their feelings and thoughts towards a defined direction. This was evidenced in the 2018 World Cup in Russia when the Peruvian soccer team managed to qualify thanks to the captain of the team, Paolo Guerrero, who generated a great commercial movement due to this feat so longed for by Peruvians. The purpose of this research is to diagnose and deepen the knowledge about the case of Paolo Guerrero and the mass psychology that it generated at a commercial level as a result of the classification. It will review how personal brands connect with people through their actions and media influence provided by the media. A qualitative exploratory study methodology was proposed through in-depth interviews with specialists and two focus groups made up of university students, followers of Peruvian soccer.
    Acceso restringido temporalmente
  • Understanding a Lovemark Brand Through the Sponsorship of the Peru National Football Team

    Cruz-Donayre, Xiomara; Gallardo-Echenique, Eliana (Springer Science and Business Media Deutschland GmbH, 2021-01-01)
    Brands are eager to gain their consumers love and respect by connecting with them in a more efficient manner in order to become a Lovemark. This happens very frequently in the football “world” as it is the sport with the biggest audience in the planet. This study analyzes the Lovemark Axis inside the sponsorship strategies directed toward the female audience. Semi-structured interviews were conducted, with the aim of analyze the perception of the consumers exposed to the ads of the sponsor brands of the Peru national football team. Results evidenced that the love and respect elements for the sponsored brand contribute to the association of values and feelings of the sponsoring brand. These results support that although the construction of a Lovemark requires a great period of time, the use of sports sponsorship helps to generate greater visibility and association of the brand with the sport.
    Acceso restringido temporalmente
  • Common behaviors related to corruption in Lima university students

    Freundt-Thurne, Úrsula; Tomás-Rojas, Ambrosio; Gallardo-Echenique, Eliana; ursula.freundt@upc.pe (Associação Ibérica de Sistemas e Tecnologias de Informação, 2020-12)
    Corruption is one of the main problems in Peru, along with crime and citizen insecurity, violence against women, drug use, poverty and unemployment. The latter has increased in recent months due to the COVID-19 pandemic. The objective of the study was to determine common behaviors associated with corruption among university students from Lima, Peru. Among the common behaviors identified, it was found that students, at least once, had bought pirated products (94.4%), offered false excuses to their parents to justify where they were (88.5%), and cheated on exams (74.4%). These behaviors were observed in both men and women. The results show that these behaviors are the result of a broader educational problem that has permeated the morals and ethics of society.
    Acceso abierto
  • Business ethics crisis and social sustainability. The case of the product "Pura Vida" in Peru

    Peñaflor-Guerra, Renato; Sanagustín-Fons, M. Victoria; Ramírez-Lozano, Julianna (MDPI AG, 2020-04-01)
    Peru is a Latin American country with one of the most powerful and dynamic emerging economies in the world; however, it reveals considerable inconsistencies and socioeconomic inequalities. This research demonstrates that business ethics and corporate social responsibility are closely related with the welfare state of the country/region where a company is incorporated. Research work has been carried out on the case of the product "Pura Vida", of the Gloria Company, implementing a mixed research method (documentary, quan and qual) in which a descriptive collection of data from different sources, in relation to the company and the crisis with Pura Vida milk, has been used; additionally, an ad hoc survey has been conducted on a sample of Peruvian citizens to know their insight in relation to the relevant aspects of business ethics and corporate responsibility and their opinion regarding the specific case being investigated; finally, in-depth interviews were held with the company's management staff. It is shown that without a certain degree of welfare state, it is difficult to implement ethics and social responsibility in companies and in society as a whole. In addition, the main concerns of Peruvians regarding ethics and social responsibility can be observed.
    Acceso abierto
  • Studygrammers: Learning influencers

    Izquierdo-Iranzo, Patricia; Gallardo-Echenique, E. (Grupo Comunicar, 2020-01-01)
    Today's learning ecologies stand out due to their variety, dynamism and mutability, demanding an observation that matches them. This paper focuses on emerging youth informal learning cultures, with the main objective of recognizing and characterizing a new figure in online social media: the studygrammer. Using questionnaires (N=256), discussion groups organized using Philips 66 (N=56) and Atlas. ti (thematic analysis), as well as participant observation, we analyzed: practices of academic use of social networks by Communication students outside the institutional environment, the opinion about the #Studygram community, and the analysis of profiles. The main results are centered on a proposed definition of the studygrammer: namely the student who works as a mentor and peer leader in Instagram's academic field. This profile not only shares notes (which stand out for their neatness and detailed aesthetics), but also conveys advice, support and experiences. In fact, studygrammers keep influencer genetics by prioritizing aesthetics and monetization in their publications. The conclusion is that the academic purpose adds exclusive characteristics to the community, where the visual code functions as a lingua franca between fields of study. In fact, studygrammers have followers from various academic backgrounds who seek "know-how" (management and planning of their own learning) as well as a fundamentally rational adherence.
    Acceso abierto
  • Interactivity in Cybermedia News: An Interview with Journalists in Colombia, Peru, and Ecuador

    Barredo Ibáñez, Daniel; Pinto Garzón, Karen; Freundt-Thurne, Úrsula; Medranda Morales, Narcisa; karen.pinto@outlook.es (MDPI AG, 2019-05)
    Interactivity is a factor on which cyber journalism is based and summarizes participation options between a user and the medium, a user with other users, and a user with editors. In this study, we focus on the latter in three countries-Colombia, Peru, and Ecuador-, which have been identified owing to their technological gap and the emerging importance of online communication for their respective societies. Through 35 in-depth interviews with journalists from these countries, we analyzed the concept of interactivity of these professionals and their relationship with users. The results revealed that the journalists positively valued civic contributions as a space for diagnosis, although they do not perceive its informational value, as they relate them to the context of opinions. These results verify the prevalence of journalism as strongly influenced by conventional offline production routines.
    Acceso abierto
  • Consumo y confianza de los cibermedios en Perú. Un estudio sobre los estudiantes universitarios

    Ibáñez, D.B.; Freundt-Thurne, Úrsula; Montemayor, D.J.G.; Garzón, K.T.P; ursula.freundt@upc.pe (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2018-11)
    The virtual public space tends to be articulated as an extension of the contemporary public sphere. However, this is a process that is not being developed horizontally at a global level, there are countries that, like Peru, are identified by the predominant mediation of traditional media, as a consequence of the digital divide, according to which approximately half of the population is still not connected. This study presents the results of a survey of 720 university students in Peru, and our interest lies in describing aspects such as the relationship between trust and consumption of digital media in this country; the main characteristics required of an informative website; the most used interaction mechanisms; and, ultimately, how a group so relevant to Peruvian democracy, such as young university students, tends to channel their participation and experience online.
    Acceso abierto
  • Construction of the Figure of "Artemio" and the Shining Path in the Journalistic Discourse of the Peruvian Newspapers El Comercio and La Republica

    Universidad Peruana de Ciencias Aplicadas (UPC) (USC Annenberg Press, University Southern Cafifornia (USA), 2015-03-06)
    This article examines the journalistic construction of the figure of “Artemio,” one of the leaders of the terrorist organization Shining Path (Sendero Luminoso). The research focuses on his capture in 2012 by analyzing the journalistic discourse employed for this news in two mainstream Peruvian newspapers with different editorial lines, El Comercio and La República. We chose El Comercio and La República because both papers closely covered the events during the 1980s and ’90s at the peak of terrorist violence in Peru.
    Acceso abierto