<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2007-7467</journal-id>
<journal-title><![CDATA[RIDE. Revista Iberoamericana para la Investigación y el Desarrollo Educativo]]></journal-title>
<abbrev-journal-title><![CDATA[RIDE. Rev. Iberoam. Investig. Desarro. Educ]]></abbrev-journal-title>
<issn>2007-7467</issn>
<publisher>
<publisher-name><![CDATA[Centro de Estudios e Investigaciones para el Desarrollo Docente A.C.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-74672023000200145</article-id>
<article-id pub-id-type="doi">10.23913/ride.v14i27.1655</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Comportamiento del consumidor en la valoración y apreciación de productos artesanales mexicanos a través del social marketing]]></article-title>
<article-title xml:lang="en"><![CDATA[Consumer behavior in the evaluation and appreciation of Mexican handcrafted products through social marketing]]></article-title>
<article-title xml:lang="pt"><![CDATA[Comportamento do consumidor na valorização e valorização dos produtos artesanais mexicanos através do marketing social]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cárdenas-Damián]]></surname>
<given-names><![CDATA[Diana-Citlali]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Álvarez-Cedillo]]></surname>
<given-names><![CDATA[Jesús-Antonio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rodríguez-Rodríguez]]></surname>
<given-names><![CDATA[Alejandro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Álvarez-Sánchez]]></surname>
<given-names><![CDATA[Teodoro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Instituto Politécnico Nacional  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Instituto Politécnico Nacional  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universitat Politècnica de València  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Instituto Politécnico Nacional  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<volume>14</volume>
<numero>27</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-74672023000200145&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-74672023000200145&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-74672023000200145&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El arte artesanal es una actividad subjetiva para el espectador, ya que su percepción puede variar según las circunstancias y el contexto que lo rodea. Incluso la valoración económica de este tipo de obras es subjetiva, lo que puede resultar en una remuneración insuficiente o, por el contrario, en una cotización elevada en el mercado. Por eso, este trabajo se centró en determinar cómo las redes sociales pueden influir en el valor de los productos artesanales. Para ello, se empleó una metodología cualitativa, de naturaleza exploratoria y descriptiva, respaldada por una revisión bibliográfica exhaustiva que abarcó trabajos recientes indexados en bases de datos como JCR, Scopus y Latindex. La metodología utilizada se sustentó en la teoría fundamentada y en los principios del interaccionismo simbólico de Mead. El área de estudio se limitó al ámbito de la joyería artesanal, dado que en este sector se sigue trabajando de manera artesanal, incluso cuando incorpora diversas tecnologías para mejorar su producción. Para recabar la información, se llevaron a cabo entrevistas con propietarios de negocios en la ciudad de México, y cada caso fue analizado en relación con su presencia y estrategia en el entorno digital. Los resultados obtenidos permiten comparar la situación de estas empresas durante y después de la pandemia del SARS-CoV-2 con el fin de comprender las mejoras y los resultados derivados de su participación en las redes sociales y evaluar la valoración estimada de sus productos.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Handmade art is a subjective activity for the viewer, who can change their perspective on the object according to the user's circumstances and the surrounding context. The valuation of artisan art in economic terms is also subjective and can become poorly paid or escalate to the high-cost market. In this research work, we highlight how social networks can improve the value of a craft product. Our research carries out exploratory, descriptive, and bibliographic qualitative research in recent works published in the literature with JCR, Scopus, and Latindex indices. The methodology used produced the fundamental theory enriched in Mead's Symbolic Interactionism. Our research was limited to the artisanal jewelry sector because it is a one hundred percent handmade process when its activity is even strengthened with various technologies. Interviews were conducted with business owners in Mexico City, and each case was analyzed in its digital implementation. Our results show and compare the situation of these companies during and after the SARS COV-2 pandemic to find out the improvements and results of their foray into social networks to analyze the estimated valuation.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo A arte artesanal é uma atividade subjetiva para o espectador, pois sua percepção pode variar dependendo das circunstâncias e do contexto que a cerca. Mesmo a valorização económica deste tipo de trabalho é subjetiva, o que pode resultar numa remuneração insuficiente ou, pelo contrário, num preço de mercado elevado. Portanto, este trabalho focou em determinar como as redes sociais podem influenciar o valor dos produtos artesanais. Para isso, utilizou-se uma metodologia qualitativa, de natureza exploratória e descritiva, apoiada por uma exaustiva revisão bibliográfica que incluiu trabalhos recentes indexados em bases de dados como JCR, Scopus e Latindex. A metodologia utilizada baseou-se na teoria fundamentada e nos princípios do interacionismo simbólico de Mead. A área de estudo limitou-se ao ramo da joalharia artesanal, tendo em conta que este sector continua a trabalhar de forma artesanal, mesmo quando incorpora diversas tecnologias para melhorar a sua produção. Para coletar informações, foram realizadas entrevistas com empresários da Cidade do México e cada caso foi analisado em relação à sua presença e estratégia no ambiente digital. Os resultados obtidos permitem-nos comparar a situação destas empresas durante e após a pandemia SARS-CoV-2, de forma a compreender as melhorias e resultados derivados da sua participação nas redes sociais e avaliar a valorização estimada dos seus produtos.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[comportamiento del consumidor]]></kwd>
<kwd lng="es"><![CDATA[productos artesanales mexicanos]]></kwd>
<kwd lng="es"><![CDATA[social marketing]]></kwd>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="es"><![CDATA[pequeñas y medianas empresas]]></kwd>
<kwd lng="en"><![CDATA[Consumer behavior]]></kwd>
<kwd lng="en"><![CDATA[Mexican artisan products]]></kwd>
<kwd lng="en"><![CDATA[social marketing]]></kwd>
<kwd lng="en"><![CDATA[social networks]]></kwd>
<kwd lng="en"><![CDATA[small and medium-sized companies]]></kwd>
<kwd lng="pt"><![CDATA[comportamento do consumidor]]></kwd>
<kwd lng="pt"><![CDATA[produtos artesanais mexicanos]]></kwd>
<kwd lng="pt"><![CDATA[marketing social]]></kwd>
<kwd lng="pt"><![CDATA[redes sociais]]></kwd>
<kwd lng="pt"><![CDATA[pequenas e médias empresas]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Abril Flores]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Barrera Erreyes]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
<name>
<surname><![CDATA[Mayorga Díaz]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Costos de producción y fijación de precios en empresas artesanales. Caso de estudio: DAYANTEX]]></article-title>
<source><![CDATA[Revista Publicando]]></source>
<year>2017</year>
<volume>4</volume>
<numero>22</numero>
<issue>22</issue>
</nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Álvarez Cedillo]]></surname>
<given-names><![CDATA[J. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Álvarez Sánchez]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[González Vásquez]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Percepción de la esquizofrenia y el efecto de la psicoeducación con realidad virtual]]></article-title>
<source><![CDATA[RIDE Revista Iberoamericana para la Investigación y el Desarrollo Educativo]]></source>
<year>2022</year>
<volume>12</volume>
<numero>24</numero>
<issue>24</issue>
</nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Armano]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Pillars of the New Influence]]></article-title>
<source><![CDATA[Harvard Businnes Review]]></source>
<year>2011</year>
</nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Brognara]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<source><![CDATA[Cómo piensan los algoritmos de marketing]]></source>
<year>2022</year>
<publisher-name><![CDATA[Editorial ESIC]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Castillo-Abdul]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[Civila]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Evolution of fashion marketing and communication: Systematic literature review]]></article-title>
<source><![CDATA[Academy of Strategic Management Journal]]></source>
<year>2021</year>
<volume>20</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>1-14</page-range></nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Clemente]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Atienza]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Percepción de los consumidores respecto al peso que ejercen en ellos los influencers para la compra de productos]]></article-title>
<source><![CDATA[Comunicación y Sociedad]]></source>
<year>2019</year>
<page-range>1-20</page-range></nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Cristófol]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Segarra-Saavedra]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Cristofól-Rodríguez]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[La comunicación corporativa en Facebook de las marcas españolas de moda Zara y Mango]]></article-title>
<source><![CDATA[Revista Prisma Social]]></source>
<year>2019</year>
<numero>24</numero>
<issue>24</issue>
</nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Cueva]]></surname>
<given-names><![CDATA[J. M.]]></given-names>
</name>
<name>
<surname><![CDATA[Sumba Nacipucha]]></surname>
<given-names><![CDATA[N. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Delgado Figueroa]]></surname>
<given-names><![CDATA[S. P.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Social marketing and its impact on consumer behavior]]></article-title>
<source><![CDATA[Revista Venezolana de Gerencia]]></source>
<year>2021</year>
<volume>26</volume>
<numero>95</numero>
<issue>95</issue>
<page-range>852-67</page-range></nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gangadharbatla]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Facebook Me: Collective Self-Esteem, Need to Belong, and Internet Self-Efficacy as Predictors of the Igeneration&#8217;s Attitudes Toward Social Networking Sites]]></article-title>
<source><![CDATA[Journal of Interactive Advertising]]></source>
<year>2008</year>
<volume>8</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>5-15</page-range></nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[García]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<source><![CDATA[Transferencia de buenas prácticas sobre gestión de recursos humanos en empresas españolas en el Golfo Pérsico o Arábigo]]></source>
<year>2015</year>
<publisher-name><![CDATA[Universidad de Málaga]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gil-Or]]></surname>
<given-names><![CDATA[O.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Building consumer demand by using viral marketing tactics within an online social network]]></article-title>
<source><![CDATA[Advances in Management]]></source>
<year>2010</year>
<volume>3</volume>
<numero>7</numero>
<issue>7</issue>
</nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gil-Or]]></surname>
<given-names><![CDATA[O.]]></given-names>
</name>
<name>
<surname><![CDATA[Levi-Belz]]></surname>
<given-names><![CDATA[O.]]></given-names>
</name>
<name>
<surname><![CDATA[Turel]]></surname>
<given-names><![CDATA[O.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The &#8220;Facebook-self&#8221;: Characteristics and psychological predictors of false self-presentation on Facebook]]></article-title>
<source><![CDATA[Frontiers in Psychology]]></source>
<year>2015</year>
</nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Guarneros]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[El 85% de las pymes usa redes sociales para vender en línea]]></article-title>
<source><![CDATA[Expansión]]></source>
<year>2021</year>
</nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Heredia Bustamante]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Aguilar Talamante]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Leyva Carreras]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Principales desafíos de las pymes frente a la crisis provocada por la pandemia de covid-19]]></article-title>
<source><![CDATA[Revista de Investigación Académica Sin Frontera]]></source>
<year>2022</year>
<numero>37</numero>
<issue>37</issue>
</nlm-citation>
</ref>
<ref id="B15">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Jansom]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Pongsakornrungsilp]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing]]></article-title>
<source><![CDATA[Sustainability]]></source>
<year>2021</year>
<volume>13</volume>
<numero>15</numero>
<issue>15</issue>
</nlm-citation>
</ref>
<ref id="B16">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lenderman]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing experiencial: la revolución de las marcas]]></source>
<year>2008</year>
<publisher-name><![CDATA[Editorial ESIC]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B17">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[R&#279;klaitis]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
<name>
<surname><![CDATA[Pilelien&#279;]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Principle Differences between B2B and B2C Marketing Communication Processes]]></article-title>
<source><![CDATA[Management of Organizations: Systematic Research]]></source>
<year>2019</year>
<volume>81</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>73-86</page-range></nlm-citation>
</ref>
<ref id="B18">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Restrepo-Ochoa]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[La teoría fundamentada como metodología para la integración del análisis procesual y estructural en la investigación de las representaciones sociales]]></article-title>
<source><![CDATA[CES Psicología]]></source>
<year>2013</year>
<volume>6</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>122-33</page-range></nlm-citation>
</ref>
<ref id="B19">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Thirión]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Valle Zárate]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<source><![CDATA[La brecha digital y la importancia de las tecnologías de la información y la comunicación en las economías regionales de México]]></source>
<year>2018</year>
<volume>9</volume>
<numero>2</numero>
<issue>2</issue>
<publisher-name><![CDATA[INEGI]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B20">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[White]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Samuel]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<source><![CDATA[Programmatic Advertising: Forewarning and avoiding hype-cycle failure]]></source>
<year>2019</year>
<volume>144</volume>
</nlm-citation>
</ref>
</ref-list>
</back>
</article>
