Conference Agenda

The objective of the study was to identify the “Impact of experiential marketing on customer loyalty in a shopping mall, San Miguel, 2024”. The research developed a quantitative approach, applied, causal correlational, non-experimental and cross-sectional design. The population consisted of 700 customers of the shopping mall studied. The sample consisted of 341 customers. The technique applied was the virtual survey. The instrument consisted of 19 items, which was validated qualitatively and quantitatively, endorsed by 4 expert judges. Results were also obtained from the measurement of the levels of the variables and dimensions, as well as statistics such as ANOVA, R-squared, and the identification of coefficients through regression. It was concluded that experiential marketing has a significant impact on customer loyalty in a shopping mall, San Miguel, 2024, as well as its dimensions.

The present research comprises the state of the art of Influencer Marketing and its relationship with purchase intention in the business field. The main concepts from the literature are presented, as discussed by different authors within the scientific community. Influencer Marketing is considered a business strategy in which the central figure is the influencer, who promotes the brand and seeks to increase sales of various products or services. On the other hand, purchase intention refers to the consumer’s willingness to acquire a product or service in the near future. The methodology follows a qualitative approach using a systematic review of research studies. As a result, a total of 142 studies were identified, of which 22 were selected. The inclusion criteria considered the most relevant research on the topic from the years 2019 to 2024. Additionally, a search and analysis of scientific studies from articles published in Scopus-indexed journals was conducted. The discussion presents different perspectives on both terms, highlighting the strong links between influencer marketing and consumer purchase intention. It is concluded that Influencer Marketing, through the influencer’s credibility, is one of the most influential elements in purchase intention. Moreover, the perceived empathy between followers and influencers also emerges as a key factor in fostering emotional connections and parasocial relationships that enhance purchase intention.

The purpose of this study was to verify how university social responsibility and commitment influence entrepreneurs in the Puente Piedra district of Lima city using the hypothetical-deductive method, quantitative approach, non-experimental design, explanatory scope and transactional cut. The study unit had as probabilistic sample 394 entrepreneurs, the survey as technique and three questionnaires structured in dimensions and indicators on a Likert scale for all items as instruments. The inferential results of non-parametric tests such as multivariate linear regression affirmed that university social responsibility and commitment positively influence entrepreneurs with a p-value <0.05 and a t-student > 1.96. In conclusion, it can be stated that universities have the skills to offer comprehensive support to entrepreneurs, enhancing the capabilities of their students, teachers and administrators, contributing to the economic and social development of communities.

This study provides valuable insights into the role and significance of technology in business functions, establishing a solid foundation for future research and improvements in management systems. The main objective was to examine the relationship between Business Intelligence and Strategic Planning in the company Productos Básicos del Mercado S.A.C., located in Camaná, Peru, in 2024. The study employed a quantitative approach with a non-experimental, correlational design, utilizing surveys and administering a 22-item questionnaire to a census sample of employees. The results revealed a significant relationship between business intelligence and strategic planning, indicating that greater utilization of business intelligence in areas such as innovation, information systems, and decision-making is positively associated with strategic planning. This relationship supports the development of strategies that enhance the company's competitiveness in the market. Consequently, business intelligence contributes to the optimization of strategic planning by maximizing resources, aligning objectives, and strengthening the company’s adaptability in dynamic environments

Abstract – The objective of this research is to determine the influence of digital marketing on customer loyalty of a digital training center in Trujillo during the year 2024. The independent variable Digital Marketing was analyzed with its Brand Awareness, Engagement and Funnel dimensions. Sales, and the dependent variable Customer Loyalty with the dimensions Personalization, Differentiation and Satisfaction. The study is of an applied type, with a quantitative approach, non-experimental design and cross-sectional. The population was made up of 400 frequent students from the company's database, using simple random sampling that resulted in a sample of 197 clients. Data collection was carried out through surveys, using a questionnaire as an instrument. The results indicated a coefficient of determination of 0.71, confirming that this has considerable value between digital marketing and customer loyalty.

Currently, impulse consumption in the millennial generation, the mechanisms that underlie such consumption in a particular cultural environment are not well understood, nor is the perception of guilt and the tendency to spend of this population. The study is related to two of the Sustainable Development Goals (SDGs): goal 12 related to responsible consumption and production is relevant, as it seeks to promote sustainable and efficient consumption patterns; followed by SDG 8, which seeks the realization of decent work and economic growth. The purpose of the research was to determine the relationship between digital media and impulse consumption of the millennial generation in a retail store. Its methodology included a basic type of study, descriptive approach, non-experimental - cross-sectional design, a study sample of 248 customers was considered and the survey was used as a data collection technique. In relation to the results, a low significant relationship was obtained between the use of digital media and impulsive consumption in the millennial generation, concluding that digital media influence the impulsive consumption of the millennial generation, however, this effect is relatively weak.