Ciencias Sociales
Permanent URI for this collectionhttps://hdl.handle.net/11285/582997
Pertenecen a esta colección Tesis y Trabajos de grado de los Doctorados correspondientes a las Escuelas de Gobierno y Transformación Pública, Humanidades y Educación, Arquitectura y Diseño, Negocios y EGADE Business School.
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- La agencia de las apps en el conductor gig(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2019-11) Contreras Téllez, Ernesto; CONTRERAS TELLEZ, ERNESTO; 811159; Carillo Gamboa, Francisco Javier; emijzarate; Serrano Bosquet, Francisco Javier; ESCUELA DE CIENCIAS SOCIALES Y GOBIERNO; Campus Monterrey; Fouquet Guerineau, AnnePara identificar las características y capacidades de agencias de las apps en el conductor gig es necesario conocer sus alcances e implicaciones. Por lo cual, en esta investigación se realizó una observación participante como repartidor gig para así construir un cuestionario que fue aplicado mediante entrevistas a 30 conductores gig de la Zona Metropolitana de Monterrey. Posteriormente se hizo una etnografía digital en un grupo de Facebook de conductores gig de la misma localidad. Los resultados obtenidos muestran que la capacidad de agencia de las apps no sólo se compone de sus funciones básicas y prestablecidas, sino que también tiene un papel fundamental en la funcionalidad y la cotidianidad del conductor gig. En suma, estos hallazgos dejan claro que las apps son un actor más en la relación de trabajo entre el conductor gig, la empresa gig y el cliente, dado a su capacidad para relacionar a todos estos y al mismo tiempo para moldear conductas. Todo ello supone que la aplicación es un actor más dentro de cada asociación gig como se ve mediante la configuración de la “agencia-red gig” de las apps para explicar esto. Finalmente, se expone como esta “agencia-red gig” de las plataformas repercute en el conductor gig, tanto en el mundo físico como en el virtual.
- How do consumers behave on social media when they interact with pages of health food brands?(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2018-07-25) Castillo Cantú, Gricel Deyanira; Carrete Lucero, Lorena de la Paz; tolmquevedo; Rodríguez Garza, Juan Manuel; EGADE Business School; Sede EGADE Monterrey; Arroyo López, María del Pilar EsterIn recent years the concern for healthy eating has strengthened. Governments, businesses, and individuals have taken initiatives to boost a healthy lifestyle. Specifically, health food brands have sought to interact with their consumers and encourage them to comment about on their products' nutritional benefits to promote their purchase. Social media offer an excellent opportunity for brands since they allow, among other things, to know, captivate, motivate, and build loyalty among their consumers. Health food brands could use social media to influence consumer perception and behavior, however, health food brands managers must first understand why consumers would interact on their social media and learn about their behavior. This thesis consisted of three papers focus on the analysis of the behavior and interaction of the healthy food consumer on social networks. The first paper explored the level of interaction and motivations of consumers to use the social media of health food brands. The second study compared the consumer interaction of healthy and unhealthy food brands on social media. Finally, the third paper analyzed how social media's content and sources of information can affect consumers' attitudes toward health food brands and their purchase intention.
- Aesthetics influence over respondents' answers: an online survey exploration(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2015) Abrego Carrasco, Artemio; ROCHA GONZALEZ, JORGE MIGUEL; 262546; Rocha González, Jorge Miguel; emipsanchez; Rodríguez Garza, Juan Manuel; Núñez Daruich, Sandra Dennis; Escuela de Graduados en Administración y Dirección de Empresas; Sede EGADE MonterreyThis thesis is the first of its kind to explore how the presence or absence of aesthetic elements, such as background, font, and logo design, in an online survey may influence the answers of the respondents. We use the Marlowe–Crowne Social Desirability Scale (MC–SDS) to test and analyze our hypotheses to determine whether a survey’s aesthetics can influence the respondents’ desire to be part of, or feel included in, their society. Additionally, we explore self-consciousness theories, both public and private, and social anxiety. The objective of this is to observe whether they produce a moderation effect on the interaction between aesthetics and the respondents’ social desirability outcome. Our research suggests that the presence of aesthetic elements in a survey triggers a higher level of social desirability influenced by respondents’ social anxiety. In contrast, the absence of aesthetic elements suggests significantly lower levels of social desirability. Our study contributes to the research on consumer behavior theories and investigates how aesthetics can alter answers of the respondents in surveys. The potential implications are vast and could lead the way for other studies.