{"id":"https://openalex.org/W3116438467","doi":"https://doi.org/10.33386/593dp.2020.6-1.353","title":"Marketing digital: una mirada de crecimiento empresarial lineal hacia una exponencial","display_name":"Marketing digital: una mirada de crecimiento empresarial lineal hacia una exponencial","publication_year":2020,"publication_date":"2020-12-18","ids":{"openalex":"https://openalex.org/W3116438467","doi":"https://doi.org/10.33386/593dp.2020.6-1.353","mag":"3116438467"},"language":"es","primary_location":{"id":"doi:10.33386/593dp.2020.6-1.353","doi":"https://doi.org/10.33386/593dp.2020.6-1.353","is_oa":true,"landing_page_url":"https://doi.org/10.33386/593dp.2020.6-1.353","pdf_url":"https://www.593dp.com/index.php/593_Digital_Publisher/article/download/353/562","source":{"id":"https://openalex.org/S4210186024","display_name":"593 Digital Publisher CEIT","issn_l":"2588-0705","issn":["2588-0705"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["erih-plus"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"593 Digital Publisher CEIT","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://www.593dp.com/index.php/593_Digital_Publisher/article/download/353/562","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":null,"display_name":"Mar\u00eda Navas","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4210144088","display_name":"Universidad T\u00e9cnica de Ambato","ror":"https://ror.org/048nctr92","country_code":"EC","type":"education","lineage":["https://openalex.org/I4210144088"]}],"countries":["EC"],"is_corresponding":false,"raw_author_name":"Mar\u00eda Navas","raw_affiliation_strings":["Universidad T\u00e9cnica de Ambato - Ecuador"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universidad T\u00e9cnica de Ambato - Ecuador","institution_ids":["https://openalex.org/I4210144088"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5102879615","display_name":"V\u00edctor Hugo C\u00f3rdova","orcid":"https://orcid.org/0000-0002-3058-1112","observed_orcids":["https://orcid.org/0000-0002-3058-1112"]},"institutions":[{"id":"https://openalex.org/I4210144088","display_name":"Universidad T\u00e9cnica de Ambato","ror":"https://ror.org/048nctr92","country_code":"EC","type":"education","lineage":["https://openalex.org/I4210144088"]}],"countries":["EC"],"is_corresponding":false,"raw_author_name":"V\u00edctor C\u00f3rdova","raw_affiliation_strings":["Universidad T\u00e9cnica de Ambato - Ecuador"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universidad T\u00e9cnica de Ambato - Ecuador","institution_ids":["https://openalex.org/I4210144088"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5028814668","display_name":"Leonardo Ballesteros-L\u00f3pez","orcid":"https://orcid.org/0000-0003-1014-9872","observed_orcids":["https://orcid.org/0000-0003-1014-9872"]},"institutions":[{"id":"https://openalex.org/I4210144088","display_name":"Universidad T\u00e9cnica de Ambato","ror":"https://ror.org/048nctr92","country_code":"EC","type":"education","lineage":["https://openalex.org/I4210144088"]}],"countries":["EC"],"is_corresponding":false,"raw_author_name":"Leonardo Ballesteros","raw_affiliation_strings":["Universidad T\u00e9cnica de Ambato - Ecuador"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universidad T\u00e9cnica de Ambato - Ecuador","institution_ids":["https://openalex.org/I4210144088"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I4210144088"],"apc_list":null,"apc_paid":null,"fwci":1.6296,"has_fulltext":true,"cited_by_count":10,"citation_normalized_percentile":{"value":0.87312567,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":98},"biblio":{"volume":"5","issue":"6-1","first_page":"33","last_page":"46"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12885","display_name":"Digital Innovation in Industries","score":0.4616999924182892,"subfield":{"id":"https://openalex.org/subfields/1405","display_name":"Management of Technology and Innovation"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12885","display_name":"Digital Innovation in Industries","score":0.4616999924182892,"subfield":{"id":"https://openalex.org/subfields/1405","display_name":"Management of Technology and Innovation"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.4408999979496002,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.0478999987244606,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/digital-marketing-strategy","display_name":"digital marketing strategy","score":0.8500000238418579},{"id":"https://openalex.org/keywords/exponential-organizations","display_name":"exponential organizations","score":0.7269999980926514},{"id":"https://openalex.org/keywords/linear-growth","display_name":"linear growth","score":0.7279999852180481},{"id":"https://openalex.org/keywords/fourth-industrial-revolution","display_name":"Fourth Industrial Revolution","score":0.7839999794960022},{"id":"https://openalex.org/keywords/disruptive-technologies","display_name":"disruptive technologies","score":0.9350000023841858},{"id":"https://openalex.org/keywords/millennials","display_name":"millennials","score":0.765999972820282},{"id":"https://openalex.org/keywords/big-data-marketing","display_name":"big data marketing","score":0.8809999823570251},{"id":"https://openalex.org/keywords/social-technology","display_name":"social technology","score":0.4860000014305115},{"id":"https://openalex.org/keywords/organizational-change","display_name":"organizational change","score":0.6010000109672546},{"id":"https://openalex.org/keywords/ambato","display_name":"Ambato","score":0.8240000009536743}],"concepts":[{"id":"https://openalex.org/C15708023","wikidata":"https://www.wikidata.org/wiki/Q80083","display_name":"Humanities","level":1,"score":0.47359636425971985},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.3458620011806488},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.34364622831344604},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.141353040933609}],"mesh":[],"locations_count":3,"locations":[{"id":"doi:10.33386/593dp.2020.6-1.353","doi":"https://doi.org/10.33386/593dp.2020.6-1.353","is_oa":true,"landing_page_url":"https://doi.org/10.33386/593dp.2020.6-1.353","pdf_url":"https://www.593dp.com/index.php/593_Digital_Publisher/article/download/353/562","source":{"id":"https://openalex.org/S4210186024","display_name":"593 Digital Publisher CEIT","issn_l":"2588-0705","issn":["2588-0705"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["erih-plus"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"593 Digital Publisher CEIT","raw_type":"journal-article"},{"id":"pmh:oai:dialnet.unirioja.es:ART0001453738","doi":null,"is_oa":false,"landing_page_url":"https://dialnet.unirioja.es/servlet/oaiart?codigo=7897653","pdf_url":null,"source":{"id":"https://openalex.org/S4306401293","display_name":"Dialnet (Universidad de la Rioja)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I168974976","host_organization_name":"Universidad de La Rioja","host_organization_lineage":["https://openalex.org/I168974976"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"593 Digital Publisher CEIT, ISSN 2588-0705, Vol. 5, N\u00ba. 6-1, 2020, pags. 33-46","raw_type":"text (article)"},{"id":"mag:3163600097","doi":null,"is_oa":false,"landing_page_url":"https://repositorio.uta.edu.ec/handle/123456789/32758","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":{"id":"doi:10.33386/593dp.2020.6-1.353","doi":"https://doi.org/10.33386/593dp.2020.6-1.353","is_oa":true,"landing_page_url":"https://doi.org/10.33386/593dp.2020.6-1.353","pdf_url":"https://www.593dp.com/index.php/593_Digital_Publisher/article/download/353/562","source":{"id":"https://openalex.org/S4210186024","display_name":"593 Digital Publisher CEIT","issn_l":"2588-0705","issn":["2588-0705"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["erih-plus"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"593 Digital Publisher CEIT","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W3116438467.pdf","grobid_xml":"https://content.openalex.org/works/W3116438467.grobid-xml"},"referenced_works_count":10,"referenced_works":["https://openalex.org/W1507784463","https://openalex.org/W1755125002","https://openalex.org/W1985749074","https://openalex.org/W2266388916","https://openalex.org/W2974557513","https://openalex.org/W3010997732","https://openalex.org/W3019271784","https://openalex.org/W3035599061","https://openalex.org/W3087971172","https://openalex.org/W4285719527"],"related_works":["https://openalex.org/W7072494925","https://openalex.org/W4296578472","https://openalex.org/W4383818802","https://openalex.org/W4400476966","https://openalex.org/W7020587478","https://openalex.org/W2990912975","https://openalex.org/W2898077217","https://openalex.org/W7155058909","https://openalex.org/W3214563359","https://openalex.org/W7001988677"],"abstract_inverted_index":{"A":[0],"partir":[1],"de":[2,19,33,42,56,67,80,85,91,95,98,102,105,109,119,123],"la":[3,34,103],"cuarta":[4],"revoluci\u00f3n":[5],"industrial,":[6],"surgen":[7],"nuevas":[8,14],"estrategias":[9,41,138],"digitales,":[10],"aplicadas":[11],"en":[12,25,140],"las":[13,40,64,137,141],"tecnolog\u00edas":[15,132],"disruptivas":[16],"que":[17,136],"conlleva":[18],"una":[20,26,68],"organizaci\u00f3n":[21,27,69],"tradicional":[22],"a":[23,50,84],"convertirse":[24],"con":[28,88],"crecimiento":[29,48],"exponencial.":[30,51],"El":[31,52,107],"objetivo":[32],"investigaci\u00f3n":[35],"es":[36,144],"determinar":[37],"y":[38,71,127,131,151],"analizar":[39],"marketing":[43],"digital":[44],"implementadas":[45],"para":[46],"el":[47,78,82,89,145],"lineal":[49],"dise\u00f1o":[53],"metodol\u00f3gico":[54],"fue":[55,97,111],"tipo":[57],"cualitativo/cuantitativo;":[58],"cualitativo":[59],"ya":[60],"que,":[61,74],"se":[62,75,114],"analiz\u00f3":[63],"cinco":[65],"dimensiones":[66],"exponencial":[70],"cuantitativo":[72],"puesto":[73],"valid\u00f3":[76],"mediante":[77],"alfa":[79],"combrach":[81],"instrumento":[83],"los":[86,116],"millennials":[87,101],"objeto":[90],"investigaci\u00f3n.":[92],"La":[93],"muestra":[94],"estudio":[96,110],"doscientos":[99],"ocho":[100],"ciudad":[104],"Ambato.":[106],"alcance":[108],"correlacional,":[112],"porque":[113],"detall\u00f3":[115],"criterios":[117],"hipot\u00e9ticos":[118],"cada":[120],"dimensi\u00f3n":[121],"(prop\u00f3sito":[122],"transformaci\u00f3n":[124],"masiva,":[125],"comunidad":[126],"entono,":[128],"algoritmos,":[129],"compromiso":[130],"sociales).":[133],"Se":[134],"concluye":[135],"digitales":[139],"organizaciones":[142],"exponenciales":[143],"uso":[146],"del":[147],"internet,":[148],"Big":[149],"Data-Marketing":[150],"Marketing":[152],"Cloud.":[153]},"counts_by_year":[{"year":2025,"cited_by_count":1},{"year":2024,"cited_by_count":2},{"year":2023,"cited_by_count":1},{"year":2022,"cited_by_count":6}],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2021-01-05T00:00:00"}