{"id":"https://openalex.org/W3215085282","doi":"https://doi.org/10.46296/rc.v2i3.0034","title":"Big data y marketing de experiencias","display_name":"Big data y marketing de experiencias","publication_year":2019,"publication_date":"2019-01-10","ids":{"openalex":"https://openalex.org/W3215085282","doi":"https://doi.org/10.46296/rc.v2i3.0034","mag":"3215085282"},"language":"es","primary_location":{"id":"doi:10.46296/rc.v2i3.0034","doi":"https://doi.org/10.46296/rc.v2i3.0034","is_oa":true,"landing_page_url":"https://doi.org/10.46296/rc.v2i3.0034","pdf_url":null,"source":{"id":"https://openalex.org/S4210180177","display_name":"Revista Cient\u00edfica Arbitrada de Investigaci\u00f3n en Comunicaci\u00f3n Marketing y Empresa REICOMUNICAR","issn_l":"2737-6354","issn":["2737-6354"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["latindex"],"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":"Revista Cient\u00edfica Arbitrada de Investigaci\u00f3n en Comunicaci\u00f3n, Marketing y Empresa REICOMUNICAR","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://doi.org/10.46296/rc.v2i3.0034","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5042580418","display_name":"Leonardo Mauricio Zanella-Mart\u00ednez","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Leonardo Mauricio Zanella-Mart\u00ednez","raw_affiliation_strings":["Investigador ecuatoriano independiente. Profesor universitario de instituciones de Educaci\u00f3n Superior. Consultor empresarial. Ecuador"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Investigador ecuatoriano independiente. Profesor universitario de instituciones de Educaci\u00f3n Superior. Consultor empresarial. Ecuador","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5077876550","display_name":"Fidel Ricardo Chiriboga-Mendoza","orcid":"https://orcid.org/0000-0002-3378-8610","observed_orcids":["https://orcid.org/0000-0002-3378-8610"]},"institutions":[{"id":"https://openalex.org/I4210106404","display_name":"Universidad Laica Eloy Alfaro de Manab\u00ed","ror":"https://ror.org/01m8gvd94","country_code":"EC","type":"education","lineage":["https://openalex.org/I4210106404"]}],"countries":["EC"],"is_corresponding":false,"raw_author_name":"Fidel Ricardo Chiriboga-Mendoza","raw_affiliation_strings":["Profesor Titular de la Universidad Laica Eloy Alfaro de Manab\u00ed. Ecuador, ULEAM. Manta, Ecuador"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Profesor Titular de la Universidad Laica Eloy Alfaro de Manab\u00ed. Ecuador, ULEAM. Manta, Ecuador","institution_ids":["https://openalex.org/I4210106404"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5079686880","display_name":"Enrique Crist\u00f3bal Zambrano-Pilay","orcid":"https://orcid.org/0000-0002-9329-0929","observed_orcids":["https://orcid.org/0000-0002-9329-0929"]},"institutions":[{"id":"https://openalex.org/I4210106404","display_name":"Universidad Laica Eloy Alfaro de Manab\u00ed","ror":"https://ror.org/01m8gvd94","country_code":"EC","type":"education","lineage":["https://openalex.org/I4210106404"]}],"countries":["EC"],"is_corresponding":false,"raw_author_name":"Enrique Crist\u00f3bal Zambrano-Pilay","raw_affiliation_strings":["Universidad Laica Eloy Alfaro de Manab\u00ed. Ecuador, ULEAM. Manta, Ecuador"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universidad Laica Eloy Alfaro de Manab\u00ed. Ecuador, ULEAM. Manta, Ecuador","institution_ids":["https://openalex.org/I4210106404"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":1,"citation_normalized_percentile":{"value":0.49377013,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":93},"biblio":{"volume":"2","issue":"3","first_page":"15","last_page":"22"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.8544999957084656,"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"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.8544999957084656,"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/T12885","display_name":"Digital Innovation in Industries","score":0.05260000005364418,"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/T14280","display_name":"Big Data Technologies and Applications","score":0.024700000882148743,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/big-data","display_name":"big data","score":0.8610000014305115},{"id":"https://openalex.org/keywords/experiential-marketing","display_name":"experiential marketing","score":0.9200000166893005},{"id":"https://openalex.org/keywords/relationship-marketing","display_name":"relationship marketing","score":0.7590000033378601},{"id":"https://openalex.org/keywords/big-data-analytics","display_name":"big data analytics","score":0.6510000228881836},{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":0.7110000252723694},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.796999990940094},{"id":"https://openalex.org/keywords/consumer-behavior","display_name":"consumer behavior","score":0.7960000038146973},{"id":"https://openalex.org/keywords/e-commerce","display_name":"e-commerce","score":0.902999997138977},{"id":"https://openalex.org/keywords/brand-preference","display_name":"brand preference","score":0.7440000176429749},{"id":"https://openalex.org/keywords/competitiveness","display_name":"competitiveness","score":0.3050000071525574}],"concepts":[{"id":"https://openalex.org/C15708023","wikidata":"https://www.wikidata.org/wiki/Q80083","display_name":"Humanities","level":1,"score":0.6531292796134949},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.46753284335136414},{"id":"https://openalex.org/C2986582350","wikidata":"https://www.wikidata.org/wiki/Q1539329","display_name":"Mobile marketing","level":3,"score":0.4197724461555481},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.312883585691452},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.26442497968673706},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.20609819889068604},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.1796744167804718}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.46296/rc.v2i3.0034","doi":"https://doi.org/10.46296/rc.v2i3.0034","is_oa":true,"landing_page_url":"https://doi.org/10.46296/rc.v2i3.0034","pdf_url":null,"source":{"id":"https://openalex.org/S4210180177","display_name":"Revista Cient\u00edfica Arbitrada de Investigaci\u00f3n en Comunicaci\u00f3n Marketing y Empresa REICOMUNICAR","issn_l":"2737-6354","issn":["2737-6354"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["latindex"],"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":"Revista Cient\u00edfica Arbitrada de Investigaci\u00f3n en Comunicaci\u00f3n, Marketing y Empresa REICOMUNICAR","raw_type":"journal-article"},{"id":"pmh:oai:ojs2.reicomunicar.org:article/43","doi":null,"is_oa":true,"landing_page_url":"https://reicomunicar.org/index.php/reicomunicar/article/view/43","pdf_url":"https://reicomunicar.org/index.php/reicomunicar/article/download/43/86","source":{"id":"https://openalex.org/S4210180177","display_name":"Revista Cient\u00edfica Arbitrada de Investigaci\u00f3n en Comunicaci\u00f3n Marketing y Empresa REICOMUNICAR","issn_l":"2737-6354","issn":["2737-6354"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["latindex"],"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":"2737-6354","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"doi:10.46296/rc.v2i3.0034","doi":"https://doi.org/10.46296/rc.v2i3.0034","is_oa":true,"landing_page_url":"https://doi.org/10.46296/rc.v2i3.0034","pdf_url":null,"source":{"id":"https://openalex.org/S4210180177","display_name":"Revista Cient\u00edfica Arbitrada de Investigaci\u00f3n en Comunicaci\u00f3n Marketing y Empresa REICOMUNICAR","issn_l":"2737-6354","issn":["2737-6354"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["latindex"],"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":"Revista Cient\u00edfica Arbitrada de Investigaci\u00f3n en Comunicaci\u00f3n, Marketing y Empresa REICOMUNICAR","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/W3215085282.pdf","grobid_xml":"https://content.openalex.org/works/W3215085282.grobid-xml"},"referenced_works_count":10,"referenced_works":["https://openalex.org/W1001370459","https://openalex.org/W1811377559","https://openalex.org/W2906535745","https://openalex.org/W2920038289","https://openalex.org/W2947746579","https://openalex.org/W2966735550","https://openalex.org/W2975231817","https://openalex.org/W2996349852","https://openalex.org/W3004193809","https://openalex.org/W3093507098"],"related_works":["https://openalex.org/W3093898630","https://openalex.org/W4388468188","https://openalex.org/W6998972364","https://openalex.org/W2113974808","https://openalex.org/W6968042906","https://openalex.org/W7148627237","https://openalex.org/W6980226266","https://openalex.org/W2952800366","https://openalex.org/W2974520303","https://openalex.org/W7008304931"],"abstract_inverted_index":{"Hoy":[0],"por":[1,102],"hoy,":[2],"con":[3,80,168,196],"el":[4,16,42,124,185,203,209],"auge":[5],"del":[6,51,96,199,211],"internet":[7],"y":[8,22,30,138,150,178,202,218],"de":[9,18,25,44,48,60,77,87,91,114,116,126,135,147,155,158,164,187],"la":[10,32,140,153,197,224],"era":[11],"digital,":[12,205],"las":[13,49,92,103,169,194],"empresas":[14,104,195],"tienen":[15],"deber":[17],"adaptar":[19],"sus":[20],"estrategias":[21,115],"sistemas":[23],"metodol\u00f3gicos":[24],"comercio":[26,200,204],"para":[27,71,105,172,193],"lograr":[28],"crear":[29,56,72],"mantener":[31],"competitividad":[33],"en":[34,65,74,119,123,152,223,226],"los":[35,66,75,110,127,180],"mercados":[36],"existentes.":[37],"En":[38,183],"este":[39],"marco":[40],"contextual,":[41],"marketing":[43,52,86,97],"experiencias":[45],"es":[46,190],"una":[47,78,90,162],"formas":[50,94],"contempor\u00e1neo":[53],"que":[54,160,206],"busca":[55],"dependencia":[57],"a":[58,82,109,112],"trav\u00e9s":[59,113],"determinado":[61],"producto":[62],"o":[63],"servicio":[64],"consumidores,":[67],"ofreciendo":[68],"recursos":[69],"emp\u00edricos":[70],"preferencias":[73],"consumidores":[76,111],"marca":[79],"respecto":[81],"otra":[83],"marca.":[84],"El":[85],"experiencias,":[88],"siendo":[89],"tantas":[93],"existentes":[95],"relacional,":[98],"ha":[99],"sido":[100],"modificado":[101],"ser":[106],"f\u00e1cilmente":[107],"transmitido":[108],"comunicaci\u00f3n":[117],"digital":[118],"entornos":[120],"digitales,":[121],"como":[122,145],"caso":[125],"sitios":[128],"web,":[129],"redes":[130,235],"sociales":[131],"etc.":[132],"Este":[133],"proceso":[134],"recuperar,":[136],"clasificar":[137],"detallar":[139],"informaci\u00f3n":[141,159],"recopilada":[142],"se":[143],"conoce":[144],"\"an\u00e1lisis":[146],"big":[148,188],"data\"":[149],"consiste":[151],"adaptaci\u00f3n":[154],"un":[156,215,227],"conglomerado":[157],"tiene":[161],"estructura":[163],"datos":[165,181],"integrada":[166],"compleja":[167],"notorias":[170],"dificultades":[171],"buscar,":[173],"almacenar,":[174],"analizar,":[175],"proteger,":[176],"transferir":[177],"visualizar":[179],"recopilados.":[182],"particular,":[184],"an\u00e1lisis":[186,216],"data":[189],"muy":[191],"importante":[192],"base":[198],"electr\u00f3nico":[201],"pueden":[207],"estudiar":[208],"comportamiento":[210],"consumidor,":[212],"luego":[213],"realizar":[214],"detallado":[217],"finalmente":[219],"obtener":[220],"importantes":[221],"beneficios":[222],"competencia":[225],"mercado":[228],"determinado.":[229],"Palabras":[230],"claves:":[231],"Big":[232],"data,":[233],"marketing,":[234],"sociales,":[236],"empresa,":[237],"consumidor.":[238]},"counts_by_year":[{"year":2025,"cited_by_count":1}],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2021-12-06T00:00:00"}