Evaluación de las principales estrategias de mercadeo en medios digitales para Avena Alquería

En el marco de la investigación en Marketing Digital, este estudio busca evaluar las principales estrategias de mercadeo en medios digitales utilizadas por la empresa Alquería para su producto “Avena Alquería”. La evaluación realizada mediante un estudio de campo por medio de entrevistas y encuestas, arrojó información valiosa para determinar de qué manera las estrategias utilizadas por la compañía como marca, y puntualmente en el producto “Avena Alquería”, han sido efectivas. El estudio presenta también de qué forma se están direccionando los esfuerzos, estrategias y planes de Marketing Digital en la organización así como las mejoras pertinentes.Marco teórico. Marketing digital. Evaluación de estrategias de marketing digital la importancia de la utilización de la comunicación 2.0 en la empresa “alquería” resultados del estudio de campo. Hallazgos. Referencias bibliográficas. Lista de tablas. Lista de gráficas.Magister en Dirección de Marketing. CESA.Maestrí

Estudio de la transmisión de precios para las hortalizas cebolla, maíz y tomate en la Región Metropolitana

61 p.La producción de hortalizas es de gran importancia a nivel nacional, siendo las principales especies producidas en Chile el maíz, la cebolla y el tomate. La producción hortícola nacional está destinada casi en su totalidad al consumo interno, a excepción de la cebolla que presenta grandes volúmenes de exportación. Durante los últimos años se ha observado grandes alzas en los precios de productos hortícolas, como también un aumento en el número de intermediarios dentro de la cadena de comercialización. Un problema en este sector es que los productores hortícolas se encuentran muy dispersos y ante la presencia de un gran número de intermediarios o uno muy pequeño que carecen de regulación en la cadena de comercialización, se torna difícil que los productores puedan alcanzar un poder de negociación relevante, como también que los productores logren percibir los ingresos que realmente deberían recibir. Es por esto que se hace necesario evaluar la eficiencia presente en este mercado, e identificar las falencias que presenta la cadena de comercialización. Con este propósito, se realizó un estudio de la transmisión de precios y cointegración de mercados para tres hortalizas en la Región Metropolitana, maíz, cebolla y tomate. De estas hortalizas se obtuvo datos de precios semanales al productor y al mayorista durante los años 2013 al 2015. Luego se procedió a realizar un análisis de estimación autorregresiva y cointegración de variables mediante el método Johansen, según los cuales se estableció que un aumento en los precios pagados en el mercado mayorista no son traspasados en su totalidad al productor hortícola,evitando que los pequeños agricultores logren percibir un mayor bienestar económico ante un alza de precios de las hortalizas. Además se da cuenta de la gran disminución de superficie hortícola cultivada en los últimos años en el país y se verifica la gran importancia que tiene la Zona Central de Chile en la producción de hortalizas. En conclusión, este estudio constituye uno de los primeros trabajos que analizan el nivel de eficiencia en la cadena de comercialización de hortalizas en Chile, el cual permitiría servir de base para la regulación de este mercado en cuanto al número de intermediarios en la cadena, limitar el poder de mercado de los intermediarios, mejorar la infraestructura presente en la cadena de comercialización o la creación de políticas proteccionistas hacia los productores hortícolas./ABSTRACT: The production of vegetables is of great importance in Chile, being the main species produced in Chile the corn, onion and tomato. The national horticultural production is almost entirely for domestic consumption, except for onions, which presents great export volumes. During the recent years, it has been observed a huge increase in the prices of horticultural products, as well as an increase in the number of intermediaries in the commercialization chain. A problem in this sector is due to horticultural producers being dispersed. The presence of a great number of intermediaries, or a very small, which, in addition, lacks of regulation in the commercialization chain, makes it very difficult to control prices, and consequently producers do not receive the revenue they should really obtain. This is the reason why it is necessary to evaluate the existing efficiency on this market and identify the weaknesses present in the commercialization chain. For this purpose, a study was performed on price transmission and cointegration of markets for three vegetables in the Metropolitan Region: corn, onion and tomato. In order to gather the necessary data, the weekly producer prices and the wholesale prices were obtained for previously mentioned vegetables for the years 2013 to 2015. Then, the researcher proceeded to make an analysis of autoregressive estimation and cointegration contrasts of variables using the Johansen method, which demonstrated that an increase in prices paid on the wholesale market are not passed down entirely to the horticultural producers, thus avoiding that small farmers achieve a greater economic welfare as a consequence of higher prices of vegetables in the ommercialization chain. Additionally, it is presented information regarding a great reduction in the horticultural surface during recent years in the country, and the great importance of the Central Zone of Chile in vegetable production is verified. To conclude, this report is one of the first studies to analyzes the level of efficiency in the commercialization chain of vegetables in Chile, which would permit serve as a basis on the regulation of this market in terms of the number of intermediaries in the chain, limit the power of intermediaries over the market, improve the current infrastructure in the commercialization chain or create policies to protect horticultural producers

La infección nosocomial. Un reto en las unidades de cuidados intensivos

El estudio de la infección nosocomial en las unidades de cuidados intensivos deviene eje central de la asistencia médica y, un pilar del control de su calidad. Estas unidades asumen un elevado número de pacientes críticamente enfermos con comorbilidad, compromiso inmunológico y en contacto con dispositivos invasivos, factores estos que condicionan la diseminación de bacterias multirresistentes, por lo cual se requiere vigilancia e implementación eficiente de las medidas de prevención y control. En este trabajo se intenta abrir el debate en torno a un reto en las unidades de cuidados intensivos: las infecciones nosocomiales

What Is the Support for Conspiracy Beliefs About COVID-19 Vaccines in Latin America? A Prospective Exploratory Study in 13 Countries

Conspiracy theories about COVID-19 began to emerge immediately after the first news about the disease and threaten to prolong the negative impact of the COVID-19 pandemic by limiting people’s willingness of receiving a life-saving vaccine. In this context, this study aimed to explore the variation of conspiracy beliefs regarding COVID-19 and the vaccine against it in 5779 people living in 13 Latin American countries (Argentina, Bolivia, Chile, Colombia, Cuba, Ecuador, El Salvador, Guatemala, Mexico, Paraguay, Peru, Uruguay and Venezuela) according to sociodemographic variables such as gender, age, educational level and source of information about COVID-19. The study was conducted during the COVID-19 pandemic between September 15 and October 25, 2021. The Spanish-language COVID-19 Vaccine Conspiracy Beliefs Scale (ECCV-COVID) and a sociodemographic survey were used. The results indicate that, in most countries, women, people with a lower educational level and those who receive information about the vaccine and COVID-19 from family/friends are more supportive of conspiracy ideas regarding the COVID-19 vaccine. In the case of age, the results vary by country. The analysis of the responses to each of the questions of the ECCV-COVID reveals that, in general, the countries evaluated are mostly in some degree of disagreement or indecision regarding conspiratorial beliefs about COVID-19 vaccines. The findings could help open further study which could support prevention and treatment efforts during the COVID-19 pandemic

Design and Cross-Cultural Invariance of the COVID-19 Vaccine Conspiracy Beliefs Scale (COVID-VCBS) in 13 Latin American Countries

"Aims: Over the past 2 years, the vaccine conspiracy beliefs construct has been used in a number of different studies. These publications have assessed the determinants and outcomes of vaccine conspiracy beliefs using, in some cases, pooled data from different countries, and compared the results across these contexts. However, studies often do not consider measurement invariance as a necessary requirement for comparative analyses. Therefore, the aim of this study was to develop and evaluate the crosscultural MI of the COVID-19 Vaccine Conspiracy Beliefs Scale (COVID-VCBS) in 12 Latin American countries. Methods: Confirmatory factor analysis, item response theory analysis and alignment method were applied to test measurement invariance in a large number of groups. Results: The COVID-VCBS showed robust psychometric properties and measurement invariance for both factor loadings and crosstabs. Also, a higher level of acceptance of conspiracy beliefs about vaccines is necessary to respond to higher response categories. Similarly, greater acceptance of conspiracy beliefs about COVID-19 vaccines was related to a lower intention to be vaccinated. Conclusion: The results allow for improved understanding of conspiracy beliefs about COVID-19 vaccines in the countries assessed; furthermore, they provide researchers and practitioners with an invariant measure that they can use in cross-cultural studies in Latin America. However, further studies are needed to test invariance in other countries, with the goal of developing a truly international measure of conspiracy beliefs about COVID-19 vaccines.

Network analysis of the relationships between conspiracy beliefs towards COVID-19 vaccine and symptoms of fear of COVID-19 in a sample of latin american countries

The present study examined how conspiracy beliefs about COVID-19 vaccines specifically relate to symptoms of fear of COVID-19 in a sample of four South American countries. A total of 1785 people from Bolivia, Colombia, Ecuador, and Peru participated, responding to a sociodemographic survey, the Fear of COVID-19 scale (FCV-19 S) and the Vaccine Conspiracy Beliefs Scale-COVID-19 (VCBS-COVID-19). Network analysis identified the most important symptoms of fear and conspiracy beliefs about COVID-19 vaccines (nodes) and the associations between them (edges). In addition, the robustness of the network of these indicators of centrality and the possible differences in the structure and connectivity of the networks between the four countries were evaluated. The results suggest that the nodes with the highest centrality were items 2 and 5 of the FCV-19 S and item 2 of the VCBS-COVID-19. Likewise, item 6 is the belief that most predicts conspiracy beliefs about vaccines against COVID-19; while item 6 was the symptom that most predicts fear of COVID-19. The findings strongly support cross-cultural similarities in the networks across the four countries rather than differences. Although it was expected that a higher presence of symptoms of fear of COVID-19 may lead people to compensate for their fear by believing in conspiratorial ideas about vaccines and, consequently, rejecting the COVID-19 vaccine, the results do not clearly show this relationship. This could lead other researchers to generate evidence to explain the differences between Latin American countries and countries in other contexts in terms of vaccination rates. This evidence could be useful to develop policies favoring vaccination against COVID-19 that are more contextualized to the Latin American region, characterized by social instability and economic recession during the pandemic

Network analysis of the relationships between conspiracy beliefs towards COVID-19 vaccine and symptoms of fear of COVID-19 in a sample of latin american countries

"The present study examined how conspiracy beliefs about COVID-19 vaccines specifcally relate to symptoms of fear of COVID-19 in a sample of four South American countries. A total of 1785 people from Bolivia, Colombia, Ecuador, and Peru participated, responding to a sociodemographic survey, the Fear of COVID-19 scale (FCV-19 S) and the Vaccine Conspiracy Beliefs Scale-COVID-19 (VCBS-COVID-19). Network analysis identifed the most important symptoms of fear and conspiracy beliefs about COVID-19 vaccines (nodes) and the associations between them (edges). In addition, the robustness of the network of these indicators of centrality and the possible diferences in the structure and connectivity of the networks between the four countries were evaluated. The results suggest that the nodes with the highest centrality were items 2 and 5 of the FCV-19 S and item 2 of the VCBS-COVID-19. Likewise, item 6 is the belief that most predicts conspiracy beliefs about vaccines against COVID-19; while item 6 was the symptom that most predicts fear of COVID-19. The fndings strongly support cross-cultural similarities in the networks across the four countries rather than diferences. Although it was expected that a higher presence of symptoms of fear of COVID-19 may lead people to compensate for their fear by believing in conspiratorial ideas about vaccines and, consequently, rejecting the COVID-19 vaccine, the results do not clearly show this relationship. This could lead other researchers to generate evidence to explain the diferences between Latin American countries and countries in other contexts in terms of vaccination rates. This evidence could be useful to develop policies favoring vaccination against COVID-19 that are more contextualized to the Latin American region, characterized by social instability and economic recession during the pandemic.

Is the meaning of subjective well-being similar in Latin American countries? A cross-cultural measurement invariance study of the WHO-5 well-being index during the COVID-19 pandemic

"Background: There is an urgent need to assess changes in well-being on a multinational scale during the COVID-19 pandemic, thus culturally valid scales must be available. Methods: With this in mind, this study examined the invariance of the WHO well-being index (WHO-5) among a sample of 5183 people from 12 Latin Americans countries (Argentina, Bolivia, Chile, Colombia, Cuba, Ecuador, El Salvador, Guatemala, Mexico, Paraguay, Peru, and Uruguay). Results: The results of the present study indicate that the WHO-5 is strictly invariant across samples from different Latin American countries. Furthermore, the results of the IRT analysis indicate that all items of the WHO-5 were highly discriminative and that the difficulty required to respond to each of the five items is ascending. Additionally, the results indicated the presence of moderate and small size differences in subjective well-being among most countries. Conclusion: The WHO-5 is useful for assessing subjective well-being in 12 Latin American countries during the COVID-19 pandemic, since the differences between scores can be attributed to differences in well-being and not in other characteristics of the scale.

Cross-cultural validation of the new version of the Coronavirus Anxiety Scale in twelve Latin American countries

The Coronavirus Anxiety Scale (CAS) was recently developed to assess dysfunctional anxiety related to COVID-19. Although different studies reported that the CAS is psychometrically sound, it is unclear whether it is invariant across countries. Therefore, the present study aimed to examine the measurement invariance of the CAS in twelve Latin American countries (Argentina, Bolivia, Chile, Colombia, Cuba, Ecuador, El Salvador, Guatemala, Mexico, Paraguay, Peru, and Uruguay). A total of 5196 people participated, with a mean age of 34.06 (SD = 26.54). Multigroup confirmatory factor analysis (CFA) was used to examine the measurement invariance of the CAS across countries and gender. Additionally, the graded response model (GRM) was used to provide a global representation of the representativeness of the scale with respect to the COVID19 dysfunctional anxiety construct. The unidimensional structure of the five-item CAS was not confirmed in all countries. Therefore, it was suggested that a four-item model of the CAS (CAS-4) provides a better fit across the twelve countries and reliable scores. Multigroup CFA showed that the CAS-4 exhibits scalar invariance across all twelve countries and all genders. In addition, the CAS-4 items are more informative at average and high levels of COVID-19 dysfunctional anxiety than at lower levels. According to the results, the CAS-4 is an instrument with strong cross-cultural validity and is suitable for cross-cultural comparisons of COVID-19 dysfunctional anxiety symptoms in the general population of the twelve Latin American countries evaluated

COVID-19 anxiety, psychological well-being and preventive behaviors during the COVID-19 pandemic in Latin America and the Caribbean: relationships and explanatory model

This study assesses the relationship between COVID-19 anxiety and subjective well-being in terms of the mediating role of COVID-19 preventive behaviors. Additionally, the contribution of sociodemographic factors (sex and age) and risk perception on COVID-19 anxiety and its potential measurement invariance was tested in 5655 participants from 12 countries in Latin America and the Caribbean. A mixture of both latent and observable variables were analyzed using a system of structural equations. The Coronavirus Anxiety Scale (CAS), Preventive COVID-19 Infection Behaviors Scale (PCIBS) and single-item measures were used to assess the perceived probability of death, perceived severity and concern about transmitting COVID-19. The results indicated that there is a significant and relevant direct effect of COVID-19 anxiety on participants' well-being. Furthermore, COVID-19 anxiety significantly predicted both preventive behavior (β =.29, p <.01) and well-being (β = –.32, p <.01). The effects of COVID anxiety and preventive behavior explained 9.8% of the variance in well-being (R-square =.098); whereas, 8.4% of the variance in preventive behavior was associated with COVID anxiety (R-square =.084). Likewise, perceived likelihood of death from COVID, perceived severity of COVID, and concerns about COVID transmission were positively related to anxiety. Age was negatively related to anxiety, with men being less anxious than women. The results are invariant by country, i.e., the broad relationships found in the combined sample are also present in each individual country. The findings indicate that, although the exact relationships between variables may vary between countries, there are enough similarities to provide useful information about the impact of the COVID-19 pandemic in each of the countries included in the study