Recent Submissions

  • The use of Instagram for building Babysec’s digital communication and corporate reputation

    Lopez-Villacrez, Alexandra; Vargas-Sardon, Jorge Lucas; Chávez-Chuquimango, María (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)
    The growth of social networks and their influence have taken an important role in the purchase decision process of users. Therefore, it is relevant to understand and know what corporate communication strategies can generate in the digital reputation of the brand. For that reason, this study aims to analyze the perceptions of user mothers of the Babysec brand on the management of digital corporate communication through Instagram communities to generate corporate reputation. Its approach is qualitative, it is positioned in the interpretive paradigm and case design. Interviews were applied to six young mother’s consumers of the brand. From this, experiences were shared about the construction of a community on Instagram, immediate responses and attention by the brand, concern for accessible prices and products for different types of users, among others.
    Acceso restringido temporalmente
  • Employer branding on social media to engage Generation Z

    Carbajal-Cribillero, Meredhit; Javier-Niño, Gabriela; Mäckelmann, Mathias; Gallardo-Echenique, Eliana (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    Organizations compete to attract and retain top talent and differentiate themselves from their competitors; they work on employer branding strategies. This study analyzed how organizations should communicate their employer brand in social media to attract Generation Z talent. This is a qualitative research with a phenomenology design. The research technique used was the semi-structured interview. Twenty university students and graduates of business or engineering schools were interviewed; they participated on a voluntary basis. This study reveals that participants apply to an organization for the following reasons: salary, work environment, reputation, benefits, and career path. Regarding social media, the interviewees’ favorites are LinkedIn and Instagram. In relation to social media content, companies should keep in mind that Generation Z not only wants to see job offers but also to learn more about them, specifically their characteristics, as this will increase their desire to become a part of them, and in some cases, may even be decisive in accepting an offer.
    Acceso restringido temporalmente
  • Influence of Short-Term Study Abroad Program Design in Adjustment Experiences

    Melchor-Bazalar, Ariana; Vargas-Sardon, Jorge Lucas; Gallardo-Echenique, Eliana (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    The increasingly interconnected world and the demands for internationally educated graduates have had a major impact on higher education and have catalyzed the trend of short-term studies abroad. Differences in the program design- like duration, involvement in cultural integration, support groups and other features- may have varying implications on student learning outcomes. This study aims to analyze the influence of the program design in the adjustment experience of the students from the Iacocca Global Village 2018 edition. A qualitative case study design was chosen and fifteen semi-structured interviews with 19 open-ended questions were conducted followed by thematic analysis. Findings show there is a need for intentional pedagogy focused on intercultural outcomes supported by: (a) ongoing mentoring, (b) mandatory involvement in cultural integration and support groups, (c) pressure for real work and accountability as a prerequisite to leave the comfort zone and foster intercultural encounters and (d) that alumni networks can contribute to keep the sense of belonging developed in the program.
    Acceso restringido temporalmente
  • Rituales corporativos y el compromiso laboral del colaborador en un banco peruano

    Chavez-Luna, Luis; Horna-Cerna, Kevin; Mäckelmann, Mathias; Gallardo-Echenique, Eliana (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2020-09-01)
    This study explore the existence of a possible relationship between participation in corporate rituals and the employee commitment to the company. This case study examines the “Banco de Crédito del Perú (BCP)”. Questionnaires where designed using Microsoft Forms. A convenience sampling of 379 employees participated in this study. As revealed in the findings, there is no relationship between the employee commitment and the number of rituals in which he participates. Millennial collaborators mostly participate in only 1 to 2 rituals within the company with 27% and 31% respectively; being the Halloween contest the ritual that has the highest ratio of millennials who do not participate.
    Acceso abierto
  • Use of disruptive technologies in Peru

    Burga-Larco, Gonzalo; Vargas-Sardon, Jorge Lucas; Gallardo-Echenique, Eliana (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2020-09-01)
    This paper aims to identify the perceptions of the main stakeholders of IBM about the external communication strategies that have been applied on the potential use of disruptive technologies. A qualitative methodology with a case study approach was applied. Through the homogeneous sampling technique, six semi-structured interviews with stakeholders of IBM and one focus group with 11 university students were conducted. As a result, there is interest in Peruvians to know what disruptive technologies are; however, its dissemination has a commercial focus that is not generating development or relevant solutions in the local market. It is necessary that specialists and the media disseminate information that does motivate their use in a real and effective way.
    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