COVID-19 caused a major shift in consumer behavior online at companies that focused on offering products to a traditional and more diverse (LGBTTTQI+) market. For this reason, an online survey was carried out through the digital platforms Facebook and LinkedIn in the last months of the pandemic (COVID-19) to determine how interpersonal influences and electronic word of mouth (eWOM) affect the intention to buy back online products and services, even after the pandemic. Data was collected from 384 consumers and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), confirming that both interpersonal influences and electronic word of mouth explain repurchase intention, and that electronic word of mouth had the greatest influence. Theoretical and practical implications include insights for social media marketers, and evidence of a dramatic shift in the use of technology by consumers from COVID-19 to new market segments. The findings showed that the behavior of consumers on these two social platforms was inclined to more diverse user; 50% of the users who responded to the survey were oriented to a more socio-diverse community.

Hiking is a sports activity that takes place in the natural environment. From the point of view of well-being, it is an aerobic activity that prevents and improves cardiovascular diseases. According to data provided by the United Nations, within the framework of the International Year of Mountains, mountain tourism represents around 15% to 20% of total world tourism revenue. This approach aims to critically analyze the scientific production on trail tourism (HT) with contributions from authors from around the world from 1991 to 2022, in order to respond to the connection between this research, knowledge management and the sustainable development of the industry. Key knowledge contributions are examined using a scientometric approach as a method (spatial, production, impact, and relational) based on registry data stored in the Web of Science (JCR and ESCI). Regarding the results, there has been an increase in scientific production in the last decade, which is manifested in the quality of the publications.

Recently, the number of Mexicans who buy sustainable products has been increasing, which has led to sustainable trade. Therefore, the objective of this study is to determine which variables have a greater effect on Mexicans’ intention to buy green products, their ecological awareness, or moral obligation, and, in turn, to determine the degree to which moral obligation is affected by ecological awareness. A sample of 690 Mexicans was obtained, and a PLS–SEM model was applied for data analysis. The results confirmed that both a moral obligation and ecological awareness explain the intention to purchase green products, with ecological awareness contributing the most to the intention. Furthermore, the findings showed that moral obligation is affected by ecological awareness. The originality of the article is that it contributes to the consumer behavior literature by providing an insight for companies that manufacture sustainable products to understand and promote environmentally conscious consumer behavior. However, there are some limitations that can be addressed in future research.

En el contexto actual de pandemia el modelo de Gobierno Digital ha sido impulsado por diferentes Estados como una estrategia para incrementar la eficacia y eficiencia, facilitar ciertas operaciones, elevar la transparencia, economizar tiempo e inversión en función del Gobierno a los múltiples usuarios. A partir de la importancia que el Gobierno Digital tiene para muchos países, incluido Perú, es establecer qué aspectos son tomados, para la modernización de las instituciones públicas, para su análisis y reflexión. En función a esto, el objetivo de este artículo es analizar las variables e indicadores asumidos en la literatura científica en el periodo de 2018 a 2022 para medir el Gobierno Electrónico y la modernización en las instituciones públicas. Los resultados indican que existe relación entre el Gobierno Digital, Entidades Públicas y Modernización. Se evidencia que en la sociedad existe consenso, al concebir que las tecnologías de información y comunicación estén relacionadas de manera directa con el Gobierno Digital y Modernización de las Entidades Públicas. Se debe reforzar la preparación del empleado y del ciudadano para que puedan apropiarse del conocimiento necesario para darle un uso apropiado de las bondades que le ofrece el Gobierno Digital en las entidades públicas.

Since the emergence of COVID-19, the interruption of non-core activities negatively affected the entire world economy so that companies in emerging countries had to adapt to the “new reality” by seeking new business alternatives. The objective of this study is to determine the intention of Tamaulipas MSMEs to adopt inbound marketing tools based on the Technology Acceptance Model (TAM), considering the variables of attitudes, trust, and perceived technological risk. The proposed model was analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. A sample of 310 companies from the state of Tamaulipas was obtained. The results showed that perceived usefulness, trust, attitude, and word of mouth (WOM), were the variables that most influence the intention to adopt inbound marketing tools and, on the contrary, perceived ease and perceived risk were not significant. This demonstrates that adding new variables to the TAM model improves the predictive power of intention with respect to the adoption of new technology, providing a picture of the behavior of companies seeking to continue growing, despite the lags left by the COVID-19 pandemic.

This study aims to analyze how women’s empowerment in sustainable entrepreneurial leadership transforms social, environmental, and economic challenges into growth opportunities within B Corps-certified companies in Latin America. A total of 9536 companies were identified in the global B Corps registry, of which more than 1000 belonged to the Latin America and Caribbean directory. Particular attention was given to 130 companies located in Chile, with a presence in countries such as Peru, Mexico, Colombia, Brazil, Uruguay, Paraguay, and Argentina. The methodology adopted a post-positivist approach with a hermeneutic analysis rooted in organizational studies, using the Straussian grounded theory method. Testimonies from 16 female entrepreneurs were explored, identified through the B Corps directory and the main social media networks of the B system in Latin America. This approach enabled a deeper understanding of the human complexity surrounding sustainability, equity, and gender equality. Findings show that female leadership promotes inclusive and strategic actions that challenge traditional structures and generate positive impacts. Five categories emerged: female entrepreneurial leadership; gender equality stakeholders; social contribution; women’s economic development; and sustainable decision-making. These converge in the central category of female empowerment in sustainable entrepreneurial leadership. In conclusion, the emerging theory expands the understanding of women-led leadership in Latin America, revealing socially responsible business models that promote sustainability, inclusion, and challenge dominant power structures in the business world.