Analysis of the factors that influence the emotional fatigue of women who work in commercial companies

Rosa Emilia Tigrero Machuca, Marcelo Javier Bastidas Jiménez — Fri, 16 Jan 2026 00:00:00 -0500

This research was based on analyzing the factors that influence emotional exhaustion in women working in commercial companies, considering its impact on well-being and job performance. This study is justified by the growing incidence of burnout in emotionally demanding environments, which can affect mental health and reduce productivity. The main objective is to identify the factors associated with emotional exhaustion and their relationship with the organizational climate. In addition, it seeks to determine how these elements affect the motivation and job satisfaction of female workers. The methodology used is quantitative and descriptive, based on the application of surveys and structured interviews to a sample of 660 people working in commercial companies. Variables such as workload, organizational support, and work-life balance were analyzed. The main results indicate that work overload, lack of recognition, and poor support from superiors are determining factors in the onset of emotional exhaustion. Likewise, it was observed that a positive organizational climate contributes to mitigating its effects.

Effectiveness of social media marketing for local brands

Fri, 16 Jan 2026 00:00:00 -0500

This article examines the effectiveness of social media marketing applied to local Ecuadorian brands, particularly those managed by small and medium-sized enterprises (SMEs). Using a mixed methodology, which integrated surveys to companies, interviews with experts and analysis of digital metrics, we explored the predominant platforms, content formats with greater capacity for interaction and the impact of strategies such as the use of influencers and targeted advertising. The results showed that platforms such as Facebook and WhatsApp Business dominate the digital ecosystem of SMEs due to their accessibility and penetration. Likewise, audiovisual content, especially in video format and ephemeral publications, presented the highest levels of engagement. Notably, collaboration with local micro-influencers showed superior profitability compared to figures with greater reach, by generating more authentic relationships with the target audience. On the other hand, although investment in paid advertising increased visibility and sales, its effectiveness was conditioned by content saturation and users' growing indifference to intrusive ads. The research highlights the importance of aligning digital strategies with local culture and consumer behaviors, emphasizing authenticity, proximity and adaptability as fundamental pillars of success in contexts of limited resources and high digital competition. This study provides practical tools and empirical evidence for the optimization of digital campaigns in emerging markets, such as Ecuador.

Journal of business and entrepreneurial studie

Analysis of the factors that influence the emotional fatigue of women who work in commercial companies

Effectiveness of social media marketing for local brands