{"id":"https://openalex.org/W4367302163","doi":"https://doi.org/10.56048/mqr20225.7.2.2023.717-735","title":"Efectos financieros de la gesti\u00f3n publicitaria y los costos de venta del sector comercial: una aproximaci\u00f3n a los ingresos generados en tiempos de pandemia.","display_name":"Efectos financieros de la gesti\u00f3n publicitaria y los costos de venta del sector comercial: una aproximaci\u00f3n a los ingresos generados en tiempos de pandemia.","publication_year":2023,"publication_date":"2023-04-28","ids":{"openalex":"https://openalex.org/W4367302163","doi":"https://doi.org/10.56048/mqr20225.7.2.2023.717-735"},"language":"es","primary_location":{"id":"doi:10.56048/mqr20225.7.2.2023.717-735","doi":"https://doi.org/10.56048/mqr20225.7.2.2023.717-735","is_oa":true,"landing_page_url":"http://dx.doi.org/10.56048/mqr20225.7.2.2023.717-735","pdf_url":"https://www.investigarmqr.com/ojs/index.php/mqr/article/download/369/1533","source":{"id":"https://openalex.org/S4387280256","display_name":"MQRInvestigar","issn_l":"2588-0659","issn":["2588-0659"],"is_oa":false,"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","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"MQRInvestigar","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"hybrid","oa_url":"https://www.investigarmqr.com/ojs/index.php/mqr/article/download/369/1533","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5060360752","display_name":"Doris Gabriela Lara Lojano","orcid":"https://orcid.org/0000-0001-8203-8739","observed_orcids":["https://orcid.org/0000-0001-8203-8739"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Doris Gabriela Lara Lojano","raw_affiliation_strings":["INSTITUTO SUPERIOR TECNOL\u00d3GICO BOL\u00cdVAR"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"INSTITUTO SUPERIOR TECNOL\u00d3GICO BOL\u00cdVAR","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5080461978","display_name":"Mayra Edith Paspuel T\u00faquerres","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Mayra Edith Paspuel T\u00faquerres","raw_affiliation_strings":["INSTITUTO SUPERIOR TECNOL\u00d3GICO BOL\u00cdVAR"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"INSTITUTO SUPERIOR TECNOL\u00d3GICO BOL\u00cdVAR","institution_ids":[]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5042798112","display_name":"M\u00f3nica Elizabeth Arcos P\u00e9rez","orcid":"https://orcid.org/0000-0003-3088-687X","observed_orcids":["https://orcid.org/0000-0003-3088-687X"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"M\u00f3nica Elizabeth Arcos P\u00e9rez","raw_affiliation_strings":["INSTITUTO SUPERIOR TECNOL\u00d3GICO BOL\u00cdVAR"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"INSTITUTO SUPERIOR TECNOL\u00d3GICO BOL\u00cdVAR","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.1564,"has_fulltext":true,"cited_by_count":1,"citation_normalized_percentile":{"value":0.47890385,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":93},"biblio":{"volume":"7","issue":"2","first_page":"717","last_page":"735"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9121000170707703,"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/T13355","display_name":"Marketing and Advertising Strategies","score":0.9121000170707703,"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/T13053","display_name":"SMEs Development and Digital Marketing","score":0.05119999870657921,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"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/T14239","display_name":"Business, Education, Mathematics Research","score":0.007699999958276749,"subfield":{"id":"https://openalex.org/subfields/1402","display_name":"Accounting"},"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/advertising-management","display_name":"advertising management","score":0.9649999737739563},{"id":"https://openalex.org/keywords/advertising-expenditure","display_name":"advertising expenditure","score":0.6230000257492065},{"id":"https://openalex.org/keywords/cost-of-goods-sold","display_name":"cost of goods sold","score":0.9300000071525574},{"id":"https://openalex.org/keywords/retail-trade","display_name":"retail trade","score":0.7549999952316284},{"id":"https://openalex.org/keywords/covid-19","display_name":"COVID-19 pandemic","score":0.9589999914169312},{"id":"https://openalex.org/keywords/sales","display_name":"sales","score":0.4429999887943268},{"id":"https://openalex.org/keywords/financial-impact","display_name":"financial impact","score":0.6489999890327454},{"id":"https://openalex.org/keywords/tungurahua-volcano","display_name":"Tungurahua","score":0.7179999947547913},{"id":"https://openalex.org/keywords/small-business","display_name":"small business","score":0.4099999964237213}],"concepts":[{"id":"https://openalex.org/C15708023","wikidata":"https://www.wikidata.org/wiki/Q80083","display_name":"Humanities","level":1,"score":0.6435651183128357},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.6119858622550964},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.10304513573646545}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.56048/mqr20225.7.2.2023.717-735","doi":"https://doi.org/10.56048/mqr20225.7.2.2023.717-735","is_oa":true,"landing_page_url":"http://dx.doi.org/10.56048/mqr20225.7.2.2023.717-735","pdf_url":"https://www.investigarmqr.com/ojs/index.php/mqr/article/download/369/1533","source":{"id":"https://openalex.org/S4387280256","display_name":"MQRInvestigar","issn_l":"2588-0659","issn":["2588-0659"],"is_oa":false,"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","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"MQRInvestigar","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.56048/mqr20225.7.2.2023.717-735","doi":"https://doi.org/10.56048/mqr20225.7.2.2023.717-735","is_oa":true,"landing_page_url":"http://dx.doi.org/10.56048/mqr20225.7.2.2023.717-735","pdf_url":"https://www.investigarmqr.com/ojs/index.php/mqr/article/download/369/1533","source":{"id":"https://openalex.org/S4387280256","display_name":"MQRInvestigar","issn_l":"2588-0659","issn":["2588-0659"],"is_oa":false,"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","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"MQRInvestigar","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4367302163.pdf","grobid_xml":"https://content.openalex.org/works/W4367302163.grobid-xml"},"referenced_works_count":9,"referenced_works":["https://openalex.org/W840737388","https://openalex.org/W1489522319","https://openalex.org/W2028254235","https://openalex.org/W2176467603","https://openalex.org/W2181668421","https://openalex.org/W2815591105","https://openalex.org/W4243437311","https://openalex.org/W6816901840","https://openalex.org/W6871032753"],"related_works":["https://openalex.org/W4367626517","https://openalex.org/W7043243263","https://openalex.org/W4225776902","https://openalex.org/W4307183702","https://openalex.org/W6982836314","https://openalex.org/W3130086983","https://openalex.org/W4302760191","https://openalex.org/W7046809946","https://openalex.org/W3167590015","https://openalex.org/W2902207993"],"abstract_inverted_index":{"El":[0,32,58,123],"sector":[1,92],"comercial":[2],"durante":[3,55],"la":[4,38,42,56,129],"transici\u00f3n":[5],"pand\u00e9mica":[6],"ha":[7,106],"mantenido":[8],"un":[9,109,137],"margen":[10],"de":[11,24,48,60,76,81,85,111,131,147],"ganancias":[12],"sustentable":[13],"frente":[14,50],"a":[15,51],"las":[16,79,82,141],"inversiones":[17,95],"realizadas":[18],"en":[19,96,120,140],"publicidad":[20],"y":[21,45],"los":[22,46,52,67,72,114],"costos":[23,47,75],"ventas,":[25,142],"pues":[26],"han":[27,101],"servido":[28],"como":[29],"amortiguamiento":[30],"financiero.":[31],"objetivo":[33],"del":[34,125],"estudio":[35],"fue":[36,63],"determinar":[37],"relaci\u00f3n":[39],"que":[40,70,104],"poseen":[41,71],"gesti\u00f3n":[43,134],"publicitaria":[44,135],"ventas":[49,77,80],"ingresos":[53],"generados":[54],"pandemia.":[57],"m\u00e9todo":[59],"regresi\u00f3n":[61],"lineal":[62],"propuesto":[64],"para":[65,116],"identificar":[66],"efectos":[68],"financieros":[69],"gastos":[73],"publicitarios,":[74],"sobre":[78],"empresas":[83],"comerciales":[84],"Tungurahua.":[86],"Los":[87],"resultados":[88],"determinaron":[89],"que,":[90,128],"el":[91,121],"no":[93],"realiza":[94],"estrategias":[97],"publicitarias,":[98],"sin":[99],"embargo,":[100],"gestionado":[102],"montos":[103],"les":[105],"permitido":[107],"tener":[108],"grado":[110],"conexi\u00f3n":[112],"con":[113,143],"usuarios":[115],"incrementar":[117],"su":[118],"participaci\u00f3n":[119],"mercado.":[122],"desenlace":[124],"trabajo":[126],"concluy\u00f3":[127],"inclusi\u00f3n":[130],"una":[132,144],"adecuada":[133],"permitir\u00e1":[136],"crecimiento":[138],"constante":[139],"leve":[145],"apertura":[146],"nuevos":[148],"mercados.":[149]},"counts_by_year":[{"year":2025,"cited_by_count":1}],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2023-04-29T00:00:00"}
