Diaz Saavedra, Robin Alexander
Preferred name
Diaz Saavedra, Robin Alexander
Main Affiliation
Email
robin.diaz@upeu.edu.pe
ORCID
Scopus Author ID
12 resultados
Mostrando 1 - 10 de 12
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Item type:Publicación, Digital marketing and customer orientation as predictors of sustainability in tourism SMES(2024-02-23) - Some of the metrics are blocked by yourconsent settings
Item type:Publicación, Influence of Brand Personality on Tourist Behavior in Peruvian Destinations: The Mediating Role of Experience, Authenticity, and Trust(2026-05-26); ; Despite growing interest in destination branding, empirical evidence is still limited in explaining how brand personality influences tourist behavior mediated by integrated aspects. This study addresses this research gap by proposing and testing a structural model that considers the mediating role of tourist experience, authenticity, and trust in the relationship between brand personality and tourist behavior. The methodology used was quantitative and causal–correlational, using structural equation modeling and a sample of 514 Peruvian tourists selected through non-probabilistic convenience sampling. The results show that brand personality significantly influences tourist experience and destination authenticity, while its direct effect on trust is weak. In addition, experience positively influences trust and authenticity. Significantly, authenticity and experience show direct and positive effects on tourist behavior, while trust has a negative effect. These findings contribute to the advancement of the literature by integrating a single explanatory model with experiential, cognitive, and relational variables, broadening the understanding of the indirect role of brand personality in the tourism context. From a practical standpoint, the results suggest that destination managers should focus on enhancing brand personality and authenticity. - Some of the metrics are blocked by yourconsent settings
Item type:Publicación, Marketing interno como factor de la cultura de innovación en las pequeñas y medianas empresas.(2023-06-30); The various events that have occurred in the last five years have allowed companies to undergo a transformation in order to maintain their relevance and relevance, the purpose of this research is to determine the influence of internal marketing on the culture of innovation. For the achievement of this objective, the investigation adopted a cross-sectional methodological perspective, the sample was constituted by 380 participants to whom the scale of internal marketing and innovation culture was applied. The results obtained show that development, recruitment and internal communication are predictors of innovation culture. Likewise, a moderate and statistically significant relationship is shown between the two variables. It is concluded that the predominance of internal marketing components predicts a culture of innovation in its different pillars. - Some of the metrics are blocked by yourconsent settings
Item type:Publicación, Aceptación y uso de la tecnología en el e-commerce: una revisión sistemática(2024-12-31); ; Uvencia De la Cruz ReyesEl comercio electrónico ha transformado la economía mundial, alterando cómo las organizaciones se relacionan con sus clientes. Este estudio analiza los sectores económicos en los que se ha investigado el comercio electrónico, los factores de la teoría UTAUT que influyen en su aceptación y los modelos derivados de esta teoría. Utilizando la base de datos Scopus y la metodología PRISMA, se identificó que los sectores más investigados son la alimentación, la industria manufacturera y las finanzas, prestando menos atención a la tecnología, el transporte, el turismo y la industria farmacéutica. Entre los factores destacados, la ansiedad hacia la tecnología y la percepción de la novedad juegan un papel fundamental en la actitud de los consumidores, tanto jóvenes como mayores. El modelo UTAUT-2, derivado del UTAUT, incorpora variables críticas del comercio electrónico, añadiendo aspectos de seguridad, logística, interfaz y experiencia del usuario. En conclusión, el comercio electrónico ha revolucionado la economía, especialmente en los sectores alimentario, manufacturero y financiero, y las empresas deben centrarse en la novedad para atraer a los consumidores. - Some of the metrics are blocked by yourconsent settings
Item type:Publicación, Propiedades psicométricas de la escala de Ventaja Competitiva Sostenible en MIPYMES(2026-03-04); La Ventaja Competitiva Sostenible (VCS) se reconoce como un activo estratégico que permite a las organizaciones diferenciarse en el mercado y asegurar su permanencia a largo plazo; sin embargo, en el ámbito de las MIPYMES resulta imprescindible contar con instrumentos válidos y confiables que midan este constructo. El objetivo de esta investigación fue validar psicométricamente la Escala de Ventaja Competitiva Sostenible (EVCS) en MIPYMES, evaluando su consistencia interna y validez de contenido, convergente y discriminante. Se desarrolló un estudio de tipo básico, con enfoque cuantitativo, diseño no experimental y transeccional, aplicado a una muestra de empresas de distintos sectores y regiones de México. El análisis factorial confirmatorio, complementado con estadísticos descriptivos e índices de fiabilidad, evidenció que la escala posee una alta consistencia interna (CR = 0,97), confirmando la fuerte correlación entre los ítems que integran cada factor. Asimismo, la validez convergente se respaldó con valores de varianza media extraída (AVE) superiores a 0,70, superando ampliamente el umbral de 0,50, mientras que la validez de contenido alcanzó un coeficiente V de Aiken de 0,97, reflejando elevada concordancia entre jueces expertos. Los resultados confirman que la estructura teórica del modelo es sólida y metodológicamente adecuada, lo que permite concluir que la EVCS constituye un instrumento confiable y pertinente para medir la VCS en MIPYMES, aportando valor tanto a la investigación académica como a la práctica empresarial, al facilitar decisiones estratégicas orientadas a la innovación, sostenibilidad y competitividad organizacional. - Some of the metrics are blocked by yourconsent settings
Item type:Publicación, Marketing de contenidos, relaciones públicas en usuarios de una Municipalidad en San Martin – Perú(2021-12-20); - Some of the metrics are blocked by yourconsent settings
Item type:Publicación, Business education, innovation skills as predictors of entrepreneurial self-efficacy in university students(2024-08-08); ; Considering the importance of entrepreneurship education in the social and economic sphere, the objective of this study was to examine how entrepreneurship education influences the development of innovative skills and entrepreneurial confidence of university students. To do this, it was necessary to adopt a quantitative methodological perspective to understand the relationship between the study variables. Through the application of confirmatory factor analysis (CFA) and the development of the structural equation model (SEM), it was possible to know and confirm the effect and statistical relationship between the variables. The participants of this research were made up of a total of 701 students under quota sampling selection. Entrepreneurship education has been found to significantly influence the promotion of innovative skills and the development of entrepreneurial self-efficacy. Furthermore, the study reveals that the acquisition of innovation competencies is a prerequisite for students to perform well in the business environment. These competencies not only enable them to adapt to changing environments but also foster creativity, systems thinking, and effective problem-solving. This study provides empirical evidence that entrepreneurship education is a relevant factor in strengthening and developing students’ innovation competencies and entrepreneurial self-efficacy. - Some of the metrics are blocked by yourconsent settings
Item type:Publicación, Design, Adaptation, and Validation of a Digital Marketing Instrument in SMEs(2024-09-05); Measuring digital marketing will help evaluate the impact of strategies, increased sales, customer acquisition, and customer retention. This research aims to design, adapt, and validate a scale measuring Digital Marketing in Small and Medium Enterprises. Results were structured as follows: To start, a thorough literature review was carried out. Subsequently, a panel of 6 marketing experts was made, who evaluated the content. Additionally, data collection was carried out with 711 collaborators from the strategic area of SMEs. As well as, exploratory and confirmatory factor analysis was carried out, obtaining a KMO of 0.95, with a variance of 85.80% in three factors, with factor weights greater than 0.5. The values of the goodness-of-fit index are as follows: residual root mean square (RMS) =0.047; goodness-of-fit index (GFI) = 0.876; adjusted goodness-of-fit index (AGPI) =0.825; comparative fit index (CFI) =0.956; Tucker-Lewis index (TLI) =0.945; normalized fit index (NFI) = 0.945; incremental fit index (IFI) = 0.950 and root mean square residual (RMSEA) =0.072. These values imply an acceptable fit for which the model is adequate, and the scale is valid. Received: 3 March 2024 / Accepted: 22 August 2024 / Published: 05 September 2024 - Some of the metrics are blocked by yourconsent settings
Item type:Publicación, Autoeficacia emprendedora y estilos de aprendizaje. Un estudio local(2024-01-23); - Some of the metrics are blocked by yourconsent settings
Item type:Publicación, Actitud emprendedora y capacidad de creación de microempresas en estudiantes universitarios de San Martín, Perú(2021-07-01);