Mercados y Negocios

Editor’s Letter

2025-01-17T13:34:51-06:00

Welcome to the 54th issue of our journal, where we present diverse research articles that delve into contemporary issues across various fields. This issue combines empirical studies and theoretical explorations illuminating different aspects of business, tourism, food preferences, and organizational culture. We aim to provide insightful analyses and foster a deeper understanding of these multifaceted topics.

Evaluation of Companies: Theories, Process and Methods

2024-12-26T18:50:55-06:00

Business evaluation is the systematic process of analyzing and assessing the performance of an entity, whether it is a company, organization, or project, about specific previously established objectives. This analysis can be performed at any stage of the business life cycle and covers financial, operational, and strategic aspects.

A Value-Based Approach to AI Ethics: Accountability, Transparency, Explainability, and Usability

2024-12-17T11:50:58-06:00

As artificial intelligence (AI) becomes increasingly prevalent, ensuring its ethical development and deployment is paramount. This paper proposes a value-based approach to AI ethics, focusing on four key principles: accountability, transparency, explainability, and usability. By examining these principles, providing real-world examples, and discussing implementation challenges, we contribute to the ongoing discourse on responsible AI development and offer practical insights for stakeholders across various industries.

Complement and Substitution Effects of Internal Migration on Foundational Competitiveness in Mexico

2024-10-10T13:42:41-06:00

This study analyzes how internal migration among Mexican states relates to their competitiveness level. The methodology employs longitudinal panel data from 2010 to 2020 to assess how migration influences a state's foundational competitiveness. The study's main results are as follows: First of all, the foundational competitiveness of Mexican states, on average, increased in 2015. However, despite this increase, competitiveness in 2020 was below the 2010 level, showing a general decline experienced in the most recent years of the study sample. Secondly, the econometric results of the present study suggest that greater involvement of a highly educated migrant labor force positively affects foundational competitiveness. Furthermore, findings imply that an influx of working-age migrants may potentially contribute to the economic competitiveness of the destination state depending on differences in education levels of migrants and natives, i.e., whether immigrant human capital complements or substitutes that of the native population.

Empirical Study of Social Media Marketing's Impact on Brand Image and Loyalty in Retail, Muscat

2024-10-10T13:51:21-06:00

This study aims to explore SMM's influence on brand image and loyalty in the retail industry of Muscat. The study employs the quantitative method as it ensures valid and reliable results. The data for the analysis were collected from 150 employees in the retail sector through structured survey questionnaires. The data is analyzed using the SPSS tool through statistical approaches such as ANOVA, Correlation, and Regression. The findings of this research will illuminate the significance of SMM and identify factors that encourage SMM in the retail sector. The outcomes provide valuable insights into SMM initiatives that aid in increasing Muscat's brand reputation and image in the retail industry. This study's implications will benefit retail organizations in attaining a competitive advantage in the market.

Consumer Happiness in the Purchase of Electric Vehicles: a Fuzzy Logic Model

2024-12-03T08:59:20-06:00

This study analyzes customer happiness in acquiring an electric vehicle, considering pleasure as an ambiguous language term that conventional models have inadequately incorporated. This research was conducted using a fuzzy Delphi method survey targeting a specific consumer group and two fuzzy inference systems: a multi-input single-output FIS model and an FIS Tree employing a hierarchical fuzzy inference structure, which leverages the survey's training data to optimize the models using different machine learning algorithms. The FIS tree model demonstrated superior efficacy in predicting the consumer satisfaction index, achieving an average forecast error of 0.65%. This approach could assist automobile agency marketers in creating accurate predictions to evaluate the purchasing decision-making process.

Identifying Factors Motivating Users to Post Reviews on Online Travel Review Platforms: A Factor Analysis Study

2024-10-10T13:35:46-06:00

This research paper aims to identify the factors motivating users to post reviews on online travel review platforms (OTRPs). A non-probabilistic sampling technique, purposive sampling, was employed for data collection. Exploratory Factor Analysis (EFA) was conducted on a dataset of 1,313 observations. This study highlights several pivotal factors encouraging users to engage in this review-sharing phenomenon. Three key factors, social recognition and connection, enhancing travel experiences, and social validation, were identified as motivating users to write online reviews. Among these, the innate desire for social connection, the building of social capital, and the inclination to offer peer support emerge as the predominant motivations driving users' intentions to create travel-related reviews on online platforms. By analyzing the complex interplay of psychological, social, and support-based incentives, this study not only contributes to adds body knowledge to the literature of motivation theories but also offers practical guidance to online travel agencies (OTAs) managers in their pursuit of providing exceptional customer experiences and marketing strategies in an era of expanding online travel. This study assists OTAs in understanding customer experiences, tailoring services to meet travelers' expectations, and delivering enriching customer interactions.