Sandra Patricia Rojas Berrío
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View article: Generative artificial intelligence (GenAI) use and dependence: an approach from behavioral economics
Generative artificial intelligence (GenAI) use and dependence: an approach from behavioral economics Open
Objective This study aims to explore the perceived dependence on Generative Artificial Intelligence (GenAI) tools among young adults and examine the relative reinforcing value of AI chatbots use compared to monetary rewards, applying a beh…
View article: Perceived value and price of digital products:The contribution of consumer perception to pricing
Perceived value and price of digital products:The contribution of consumer perception to pricing Open
The pre-existence free version of a digital product increases the profit potential of a paid version, that’s why freemium model is widely spread, but organizations still have difficulty establishing the price of their digital products. Thi…
View article: Loyalty and perceived value in mobile telecommunications services in Colombia
Loyalty and perceived value in mobile telecommunications services in Colombia Open
It is essential for telecommunications operators to implement strategies aimed at building customer loyalty in order to improve their financial performance. One key factor that positively influences customer loyalty is perceived value, whi…
View article: FinTech and its relationship to SMEs financing: a systematic literature review and future research agenda
FinTech and its relationship to SMEs financing: a systematic literature review and future research agenda Open
This paper presents a systematic review of the literature, the state of the art and a future research agenda on the relationship between FinTech and the financing of small and medium-sized enterprises (SMEs). Digitalization and technologic…
View article: A view of agile organizations: bibliometric analysis
A view of agile organizations: bibliometric analysis Open
Agile organizations represent a transformation in the search for convergence in relation to the dynamic challenges of the environment, market transformations and the growing complexity of social systems. The objective of this study was to …
View article: Artificial Intelligence and the Value Co-Creation Process in Higher Education Institutions
Artificial Intelligence and the Value Co-Creation Process in Higher Education Institutions Open
The transformative capacity of artificial intelligence (AI) in different sectors is rapidly progressing. One of the sectors in which there has been an increase in these developments is the education sector, particularly higher education (H…
View article: How to Report Systematic Literature Reviews in Management Using SyReMa
How to Report Systematic Literature Reviews in Management Using SyReMa Open
The systematic literature review (SLR) method is becoming more prevalent in the field of management and administration. It is a research method that involves the selection, analysis, and evaluation of the best available evidence in a given…
View article: Social media sites users' choice between utilitarian and informational reinforcers assessed using temporal discounting
Social media sites users' choice between utilitarian and informational reinforcers assessed using temporal discounting Open
Objective This study provides a first approach to the use of the Multiple-Choice Procedure in social media networks use, as well as empirical evidence for the application of the Behavioral Perspective Model to digital consumption behavior …
View article: Factors Influencing 4.0 Technology Adoption in Manufacturing SMEs in an Emerging Country
Factors Influencing 4.0 Technology Adoption in Manufacturing SMEs in an Emerging Country Open
Purpose By considering the lack of studies of the factors that influence the adoption of 4.0 technologies in manufacturing SMEs, this study proposes a model that examines the aspects that motivate, benefit and obstruct the implementation o…
View article: Triple helix stakeholder visions for smart tourism
Triple helix stakeholder visions for smart tourism Open
Objective: This research article seeks to analyze how academic progress in the field of tourism places value on the need to adopt technological advances in the framework of development for a sustainable future, taking this into account, th…
View article: Market orientation: importance, evolution, and emerging approaches using scientometric analysis
Market orientation: importance, evolution, and emerging approaches using scientometric analysis Open
The purpose of this review is to explore the importance, evolution, and emerging approaches to market orientation. The method had three steps: irstly, the importance of the topic was analyzed through the main scientometric metrics such as …
View article: Parents’ literacy on mobile advertising aimed at children: a cross - cultural approach
Parents’ literacy on mobile advertising aimed at children: a cross - cultural approach Open
Purpose The use of mobile devices by children and adolescents is increasing significantly; therefore, it is relevant to research the level of advertising literacy (AL) of parents who act as mediators between children and mobile advertising…
View article: Adoption of E-commerce in SMEs: the Colombian Case
Adoption of E-commerce in SMEs: the Colombian Case Open
The few studies in South American developing countries that refer to the adoption of e-commerce in SMEs require knowledge of how this context is presented. The objective of this study addresses this need and seeks to determine the variable…
View article: The Relationship between Intrinsic Motivations and Commitment of Consumers in Brand Communities of Entertainment Media
The Relationship between Intrinsic Motivations and Commitment of Consumers in Brand Communities of Entertainment Media Open
Social Networking Sites (SNSs) play an increasingly important role in the marketing of products and services. This study aims to explore the relationship between intrinsic motivations and the level of commitment of followers of the brand c…
View article: Exploring the factors affecting the use of C2C in Colombia
Exploring the factors affecting the use of C2C in Colombia Open
This study analyses the factors that users of consumer-to-consumer (C2C) commerce value as direct influences in the intention to use and the acceptance of a marketplace. An empirical model is formulated, which integrates three variables th…
View article: CONSUMER DECISION PROCESS EXPLORATION: LUXURY FASHION PRODUCTS IN BOGOTÁ
CONSUMER DECISION PROCESS EXPLORATION: LUXURY FASHION PRODUCTS IN BOGOTÁ Open
This research aims to explore the factors that are part of the decision process for purchasing luxury fashion products in the city of Bogota (Colombia). The variables of influence that arise from the previous literature (product display, t…
View article: MARKETING RESEARCH PROCESSES. A PERSPECTIVE OF THE FUTURE FROM A QUALITATIVE VIEW
MARKETING RESEARCH PROCESSES. A PERSPECTIVE OF THE FUTURE FROM A QUALITATIVE VIEW Open
The objective of this document is to resume the increasing importance of qualitative market research, which has shown growth not just in scientific journals but also has larger numbers compared to quantitative research. The first step was …
View article: Lovemark effect: analysis of the differences between students and graduates in a love brand study at a public university
Lovemark effect: analysis of the differences between students and graduates in a love brand study at a public university Open
The purpose of this paper is to consolidate the measurement of a lovemark and unify a set of elements that form a lovemark in university institutions by considering the differences between students and graduates. Based on a review of facto…
View article: Characterization of the Purchase Decision Process in the Category of Individual Life Insurance with Savings
Characterization of the Purchase Decision Process in the Category of Individual Life Insurance with Savings Open
This article’s goal is to describe the purchase decision process in the individual life insurance with savings category in Colombia. To this end, the attitudinal and behavioural characteristics of a sample of consumers that own life insura…
View article: Service dominant logic premises: automobile insurance in Colombia
Service dominant logic premises: automobile insurance in Colombia Open
Service is one of the fundamental axes of any organization which is continuously being evaluated by costumers, generating in them relational links of short, medium or long term. For insurance sector this scenario is relevant also, as the c…
View article: Service quality for continuing higher education in online learning environments
Service quality for continuing higher education in online learning environments Open
This paper aims to identify the factors that influence the perceived quality of service for continuing higher education in online learning environments. To that end, a quantitative descriptive study, which was applied to 4,735 students in …