Estrategias del marketing viral y el posicionamiento de marca en los restaurantes turísticos de la Región de Puno

The research aims to analyze the strategies of viral marketing and brand positioning used by tourist restaurants in the Puno region and to identify the brand positioning on the internet of tourist restaurants in the Puno a region based on the use of viral marketing, 2016 period. To present the existing problems and the efforts to increase the positioning of the brand through viral marketing, the applied methods were: quantitative approach, deductive method, descriptive-explanatory type and non-experimental design, using collection techniques such as content analysis and structured observation, identifying that connectivity is the main strategy of viral marketing that contributes to brand positioning over the internet, however 43.75% disseminate relevant topics, 18.75% incentives and 12.50% exchange of coupons announced, which contributes to a moderate posi brand positioning of the tourist restaurants by 50.0%, thanks to its presence in the Trip advisor search engine and in the Foursquare social network. Concluding that the connectivity in social networks generate a moderate brand positioning.La investigación tiene como objetivos analizar las estrategias del marketing viral y del posicionamiento de marca que utilizan los restaurantes turísticos de la región de Puno e identificar el posicionamiento de marca en internet de los restaurantes turísticos de la región de Puno, a partir del uso del marketing viral, periodo 2016. Para dar a conocer la problemática existente y los esfuerzos para incrementar el posicionamiento de la marca a través del marketing viral, los métodos aplicados fueron: enfoque cuantitativo, método deductivo, tipo descriptivo - explicativo y diseño no experimental, usando técnicas de recolección como el análisis de contenido y observación estructurada. El resultado revela que la conectividad es la estrategia principal del marketing viral que contribuye al posicionamiento de marca por internet, sin embargo 43.75% difunden temas relevantes, 18.75% incentivos y 12.50% canje de cupones anunciados, lo cual contribuye a un moderado posicionamiento de marca de los restaurantes turísticos en un 50.0%, gracias a su presencia en el motor de búsqueda Tripadvisor y en la red social Foursquare. Concluyéndose que la conectividad en redes sociales genera un posicionamiento de marca moderado

Effect of Education on the Economic Income of Households in Peru, Application of the Mincer Theory in Times of Pandemic (COVID-19)

The objective was to determine the effect of education on the economic income of households in Peru in times of the pandemic (COVID-19), for which a quantitative research approach was applied, of a non-experimental type and of descriptive-correlational design; the econometric model of log-linear type was used, based on the Mincer equation, with the information from the database of the National Household Survey, for the period of 2021. The economic income on average was 275.96 soles, with a standard deviation of 1451.41 soles, with high variability, identifying very precarious economic income ranging from 15.00 to 15,000.00 soles/month per worker; the years of schooling of the worker on average were 12 years, showing the scope of complete secondary training, with a population without years of education, and on the contrary, there are workers with postgraduate education, with the variability of 4 years. Finally, the effect of education measured through years of schooling on economic income is positive, or direct, since education explains 14.34% of economic income; the experience of the worker, gender, area of residence, age and marital status, in the same way, have a positive effect on economic income, strongly highlighting gender and area of residence which explain 19.86% and 30.45% of the economic income in the household in Peru