<?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>1316-4821</journal-id>
<journal-title><![CDATA[Universidad, Ciencia y Tecnología]]></journal-title>
<abbrev-journal-title><![CDATA[uct]]></abbrev-journal-title>
<issn>1316-4821</issn>
<publisher>
<publisher-name><![CDATA[AutanaBooks S.A.S. Revista de la Universidad Experimental Politécnica Antonio José de Sucre, Vice Rectorado Puerto Ordaz, Venezuela, gestionada en Ecuador por AutanaBooks]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1316-48212024000400068</article-id>
<article-id pub-id-type="doi">10.47460/uct.v28i125.856</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Ecosistema de medios digitales: un análisis dimensional según el criterio de especialistas]]></article-title>
<article-title xml:lang="en"><![CDATA[Digital media ecosystem: a dimensional analysis according to the criteria of specialists]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Saltos Cruz]]></surname>
<given-names><![CDATA[Juan Gabriel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ortiz Paredes]]></surname>
<given-names><![CDATA[William Franklin]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Tejada Moyano]]></surname>
<given-names><![CDATA[Sandra Paulina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cordero Armendáriz]]></surname>
<given-names><![CDATA[Shirley Estefanía]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Técnica de Ambato DIDE ]]></institution>
<addr-line><![CDATA[Ambato ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Técnica de Cotopaxi  ]]></institution>
<addr-line><![CDATA[Latacunga ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Técnica de Ambato  ]]></institution>
<addr-line><![CDATA[Ambato ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad Técnica de Ambato  ]]></institution>
<addr-line><![CDATA[Ambato ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<volume>28</volume>
<numero>125</numero>
<fpage>68</fpage>
<lpage>77</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_arttext&amp;pid=S1316-48212024000400068&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_abstract&amp;pid=S1316-48212024000400068&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_pdf&amp;pid=S1316-48212024000400068&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El marketing digital desempeña un papel importante para la consecución de las estrategias de las organizaciones. Este artículo tiene como finalidad identificar los elementos y recursos capaces de configurar un sistema de medios digitales que incrementen la efectividad de las estrategias comerciales. El presente estudio fue de tipo no experimental de corte transversal. El método empírico utilizado fue de recolección de información con un instrumento estructurado por escalas de Likert de 5 opciones. La encuesta se aplicó a 273 especialistas. El procedimiento estadístico empleado en la medición de la calidad del modelo fue análisis de fiabilidad y análisis factorial. Se definieron los elementos más recomendados por los expertos en cada canal digital. Se concluye que un ecosistema de medios digitales está constituido por: redes sociales, publicidad pagada, marketing mobile, posicionamiento orgánico, social media, email marketing y sitios web.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Digital marketing plays an important role in achieving organizations' strategies. This article aims to identify the elements and resources capable of configuring a digital media system that increases the effectiveness of commercial strategies. The present study was a non-experimental cross-sectional study. The empirical method used was data collection with an instrument structured by 5-option Likert scales. The survey was applied to 273 specialists. The statistical procedure used to measure the quality of the model was reliability analysis and factor analysis. The elements most recommended by experts in each digital channel were defined. It is concluded that a digital media ecosystem is formed by social networks, paid advertising, mobile marketing, organic positioning, social media, email marketing, and websites.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[marketing digital]]></kwd>
<kwd lng="es"><![CDATA[medios digitales]]></kwd>
<kwd lng="es"><![CDATA[sistemas digitales]]></kwd>
<kwd lng="en"><![CDATA[digital marketing]]></kwd>
<kwd lng="en"><![CDATA[digital media]]></kwd>
<kwd lng="en"><![CDATA[digital systems]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<label>1</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Papadopoulos]]></surname>
<given-names><![CDATA[T]]></given-names>
</name>
<name>
<surname><![CDATA[Baltas]]></surname>
<given-names><![CDATA[K]]></given-names>
</name>
<name>
<surname><![CDATA[Balta]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The use of digital technologies by small and medium enterprises during COVID-19: Implications for theory and practice]]></article-title>
<source><![CDATA[International Journal of Information Management]]></source>
<year>2020</year>
<volume>55</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>1-4</page-range></nlm-citation>
</ref>
<ref id="B2">
<label>2</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Saltos]]></surname>
<given-names><![CDATA[G]]></given-names>
</name>
<name>
<surname><![CDATA[Peñaherrera]]></surname>
<given-names><![CDATA[S]]></given-names>
</name>
<name>
<surname><![CDATA[Herrera]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
<name>
<surname><![CDATA[Naranjo]]></surname>
<given-names><![CDATA[F]]></given-names>
</name>
<name>
<surname><![CDATA[Araque]]></surname>
<given-names><![CDATA[W]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Digital Media Ecosystem: A Core Component Analysis According to Expert Judgment]]></article-title>
<source><![CDATA[Lecture Notes in Networks and Systems]]></source>
<year>2022</year>
<volume>407</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>1-13</page-range></nlm-citation>
</ref>
<ref id="B3">
<label>3</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Qalati]]></surname>
<given-names><![CDATA[S]]></given-names>
</name>
<name>
<surname><![CDATA[Li]]></surname>
<given-names><![CDATA[W]]></given-names>
</name>
<name>
<surname><![CDATA[Ahme]]></surname>
<given-names><![CDATA[N]]></given-names>
</name>
<name>
<surname><![CDATA[Mirani]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
<name>
<surname><![CDATA[Khan]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Examining the Factors Affecting SME Performance: The Mediating Role of Social Media Adoption]]></article-title>
<source><![CDATA[Sustainability]]></source>
<year>2021</year>
<volume>13</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>1-24</page-range></nlm-citation>
</ref>
<ref id="B4">
<label>4</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Chan]]></surname>
<given-names><![CDATA[H]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Intelligent value-based customer segmentation method for campaign management: A case study of automobile retailer]]></article-title>
<source><![CDATA[Expert Systems with Applications]]></source>
<year>2008</year>
<page-range>2754-62</page-range></nlm-citation>
</ref>
<ref id="B5">
<label>5</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Colapinto]]></surname>
<given-names><![CDATA[C]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Moving to a Multichannel and Multiplatform Company in the Emerging and Digital Media Ecosystem: The Case of Mediaset Group]]></article-title>
<source><![CDATA[The International Journal on Media Management]]></source>
<year>2010</year>
<volume>12</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>59-75</page-range></nlm-citation>
</ref>
<ref id="B6">
<label>6</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Zhang]]></surname>
<given-names><![CDATA[G.-Q]]></given-names>
</name>
<name>
<surname><![CDATA[Zhang]]></surname>
<given-names><![CDATA[G.-Q]]></given-names>
</name>
<name>
<surname><![CDATA[Yang]]></surname>
<given-names><![CDATA[Q.-F]]></given-names>
</name>
<name>
<surname><![CDATA[Cheng]]></surname>
<given-names><![CDATA[S.-Q]]></given-names>
</name>
<name>
<surname><![CDATA[Zhou]]></surname>
<given-names><![CDATA[T]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Evolution of the Internet and its cores]]></article-title>
<source><![CDATA[New Journal of Physics]]></source>
<year>2008</year>
<volume>10</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>-12</page-range></nlm-citation>
</ref>
<ref id="B7">
<label>7</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kumar]]></surname>
<given-names><![CDATA[G]]></given-names>
</name>
<name>
<surname><![CDATA[Kumar]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A work on digital marketing processes at digitally inspired India]]></article-title>
<source><![CDATA[International Journal of Recent Technology and Engineering]]></source>
<year>2019</year>
<volume>8</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>212-4</page-range></nlm-citation>
</ref>
<ref id="B8">
<label>8</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Capatina]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
<name>
<surname><![CDATA[Micu]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
<name>
<surname><![CDATA[Micu]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
<name>
<surname><![CDATA[Bouzaabia]]></surname>
<given-names><![CDATA[R]]></given-names>
</name>
<name>
<surname><![CDATA[Bouzaabia]]></surname>
<given-names><![CDATA[O]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Country-based comparison of accommodation brands in social media: An fsQCA approach]]></article-title>
<source><![CDATA[Journal of Business Research]]></source>
<year>2018</year>
<volume>89</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>253-42</page-range></nlm-citation>
</ref>
<ref id="B9">
<label>9</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vidal]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
<name>
<surname><![CDATA[Vialart]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
<name>
<surname><![CDATA[Hernández]]></surname>
<given-names><![CDATA[L]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Redes sociales]]></article-title>
<source><![CDATA[Educación Médica Superior]]></source>
<year>2013</year>
<page-range>1-15</page-range></nlm-citation>
</ref>
<ref id="B10">
<label>10</label><nlm-citation citation-type="confpro">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Dutt]]></surname>
<given-names><![CDATA[R]]></given-names>
</name>
<name>
<surname><![CDATA[Ferrara]]></surname>
<given-names><![CDATA[E]]></given-names>
</name>
</person-group>
<source><![CDATA[Senator, We Sell Ads&#8221;: Analysis of the 2016 Russian Facebook Ads Campaign]]></source>
<year>2018</year>
<conf-name><![CDATA[ International Conference on Intelligent Information Technologies]]></conf-name>
<conf-loc>Singapore </conf-loc>
</nlm-citation>
</ref>
<ref id="B11">
<label>11</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Isoraite]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Remarketing Features]]></article-title>
<source><![CDATA[International Journal of Trend in Scientific Research and Development (IJTSRD)]]></source>
<year>2019</year>
<volume>3</volume>
<numero>6</numero>
<issue>6</issue>
<page-range>6</page-range></nlm-citation>
</ref>
<ref id="B12">
<label>12</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Nagy]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
<name>
<surname><![CDATA[Oláh]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
<name>
<surname><![CDATA[Erdei]]></surname>
<given-names><![CDATA[E]]></given-names>
</name>
<name>
<surname><![CDATA[Máté]]></surname>
<given-names><![CDATA[D]]></given-names>
</name>
<name>
<surname><![CDATA[Popp]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The Role and Impact of Industry 4.0 and the Internet of Things on the Business Strategy of the Value Chain-The Case of Hungary]]></article-title>
<source><![CDATA[Sustainability]]></source>
<year>2018</year>
<volume>10</volume>
<numero>10</numero>
<issue>10</issue>
<page-range>1-25</page-range></nlm-citation>
</ref>
<ref id="B13">
<label>13</label><nlm-citation citation-type="confpro">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Dutt]]></surname>
<given-names><![CDATA[R]]></given-names>
</name>
<name>
<surname><![CDATA[Ferrara]]></surname>
<given-names><![CDATA[E]]></given-names>
</name>
</person-group>
<source><![CDATA[&#8220;Senator, We Sell Ads&#8221;: Analysis of the 2016 Russian Facebook Ads Campaign]]></source>
<year>2018</year>
<conf-name><![CDATA[ International Conference on Intelligent Information Technologies]]></conf-name>
<conf-loc>Singapore </conf-loc>
</nlm-citation>
</ref>
<ref id="B14">
<label>14</label><nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lévy]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
<name>
<surname><![CDATA[Varela]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
</person-group>
<source><![CDATA[Modelización con estructuras de covarianzas en ciencias sociales. Temas esenciales, avanzados y aportaciones especiales]]></source>
<year>2006</year>
<publisher-loc><![CDATA[Barcelona ]]></publisher-loc>
<publisher-name><![CDATA[Gesbiblo]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B15">
<label>15</label><nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Byrne]]></surname>
<given-names><![CDATA[B]]></given-names>
</name>
</person-group>
<source><![CDATA[Structural equation modelling with AMOS: Basic concepts, applicationsand programming]]></source>
<year>2009</year>
<publisher-loc><![CDATA[New York ]]></publisher-loc>
<publisher-name><![CDATA[Routledge/Taylor and Francis]]></publisher-name>
</nlm-citation>
</ref>
</ref-list>
</back>
</article>
