En los últimos años, el discurso de odio y su
procesamiento en algoritmos de Procesamiento de Lenguaje
Natural en Redes Sociales han suscitado un creciente interés,
generando muchas propuestas algorítmicas. El objeto de este
estudio es revisar la producción científica con respecto al
procesamiento de textos a través de algoritmos de PLN
focalizados en discurso de odio en Redes Sociales mediante
un análisis bibliométrico. Se filtró la base de datos Scopus;
414 artículos cumplen con los criterios de relevancia
mencionados. Este trabajo ofrece una visión general de la
investigación actual en este campo y sugiere oportunidades
interesantes para desarrollos futuros

This systematic analysis aimed to describe the bibliometric aspects and examine digital marketing for the positioning of MSMEs between 2021 and 2024. To do so, a search was carried out in several scientific databases, including Scopus, Cielo, Redalyc, Dialnet and Alicia; using the following keywords: digital marketing, positioning, MSMEs, content marketing, video marketing, marketing plan, internet, social networks, business, advertising, digital media and strategies. Subsequently, inclusion and exclusion criteria were established related to the presence of the variable of interest in the title, language, year of publication, open access, type of research, findings of the studies, among others. The bibliometric results showed that during the years 2022 and 2023, research related to digital marketing and positioning has increased, 100% of identified studies have been published in the Spanish language, while Dialnet, Alicia and Redalyc were the databases that recorded the largest amount of research on the subject. Finally, based on the analysis of the articles, it was concluded that digital marketing participates directly and influentially towards the positioning of SMEs, through its tools such as social networks and SEO strategies, which can be very useful for this type of business without having to incur large monetary investments.

La investigación tuvo como objetivo conocer el rol del influencer marketing en la gentrificación para los restaurantes de un distrito de Lima Metropolitana en el 2023, para ello se realizó un estudio aplicado de tipo cuantitativo, el diseño no experimental de alcance descriptive. Los instrumentos considerados para cada variable fueron cuestionarios. En cuanto a la población, estuvo constituida por 100 residentes del distrito con calidad de contribuyentes. Los resultados demostraron que el marketing de influencers está moderadamente (0.499) relacionado con la gentrificación en restaurantes de Lima. Esto implica cambios demográficos en clientes, aumento de precios y la apertura de nuevos establecimientos que atraen a un público más acomodado, transformando el panorama gastronómico local.

The purpose of this research is to determine the relationship between job satisfaction and organizational commitment of employees of medium-sized companies in the information and communications sector in Metropolitan Lima. It has been chosen to study this field, since in recent years it has shown an increase of 7.6%, attributable to the growing demand for information services. In this study, quantitative, applied, and correlational research was carried out on a sample of 153 collaborators in the information and communications sector. Similarly, to validate the hypotheses, the questionnaires Job Satisfaction S20/23 and the Three Component Model (TCM) were used to measure the variables of job satisfaction and organizational commitment, respectively. The results showed that job satisfaction has a positive relationship with organizational commitment. The results of this study are significant and relevant to the understanding of companies dedicated to the information and communications sector, so these findings will provide knowledge to stimulate employee satisfaction, which will lead them to generate greater commitment.

El avance de la tecnología digital ha transformado el funcionamiento empresarial global, destacándose Facebook como una herramienta fundamental para influir en las decisiones de compra debido a su capacidad de generar interacción y engagement. La calidad del contenido en redes sociales de las empresas pastelería es crucial para mantener una presencia efectiva y aumentar la confianza en la marca. Otro factor determinante para estos negocios es la intención de compra, en especial al tratarse de un sector en crecimiento y una tendencia emergente en el sector de pastelería y panadería. El presente trabajo busca demostrar que existe una asociación positiva y significativa entre la percepción de calidad del contenido en Facebook y la intención de compra de clientes de una pastelería temática. Para comprobar esta hipótesis se aplicaron 184 encuestas en escala de Likert a clientes de una pastelería temática de Trujillo, encontrando una vinculación positiva entre ambos constructos. Las dimensiones de claridad (0.576), atractividad (0.862), interactividad (0.906) y relevancia (0.827) mostraron ser factores relacionados la intención de compra en este negocio, demostrando la importancia de esta red social para este sector productivo especializado.

This research aims to assess the performance of advertising on the Facebook social network through an analysis of the attention of social media users when viewing posts from Caribbean hotels in Costa Rica. To achieve this, an analysis of Facebook posts was conducted, and a categorization of the publications was carried out. Additionally, the top 10 most followed hotels on Facebook were determined, and subsequently, posts with the highest number of interactions were selected for each hotel and posting category. A non-experimental study was conducted using the Tobii X2-60 Eye Tracker to fulfill the research objective, and a self-administered questionnaire was also designed. The results revealed that posts with text in the description (copy) tend to have more interactions, especially posts with copy and images with included text, as users pay more attention to the text, increasing interactions. Another interesting finding is that social media users first observe the content of the image, followed by the copy, then the text within the image, next the name and logo of the Facebook profile, and finally, the interactions section.