Programa del congreso

This systematic review examines the influence of hybrid transformational leadership, where technology plays a fundamental role in the performance of collaborators within organizations, in a work environment characterized by digitalization and uncertainty, the adaptation capacity of workers has been become a key factor for organizational success. Through an exhaustive analysis of scientific literature published in the last decade in databases such as Scopus, sixty relevant studies were identified. The findings reveal that hybrid transformational leadership, by integrating technological tools and motivational strategies, strengthens the confidence, commitment and sense of purpose of employees, boosting their performance, productivity and a positive organizational culture.

The general objective of this research was to determine the relationship between influencer marketing and the purchasing decision of young people in textile fashion retail in the city of Chimbote -Peru 2024. The methodology was used with a sequential quantitative approach, with a correlational descriptive scope. and a basic non-experimental design, a virtual survey was used as a method and its guiding instrument was the survey based on a Likert scale, where sufficient data was collected for the study of the variables. The population was 33,304 young people to evaluate their behavior towards Influencer marketing and their purchasing decision, of which, 380 young people of both sexes from the city of Chimbote - Peru were taken as a sample. The data obtained from the study units were processed in the statistical application IBM SPSS version 21. The result was that influencer marketing presented a Spearman correlation coefficient of (0.681) on the purchasing decision of young people, which represents digital media, advertising and celebrities specifically such as influencers. Likewise, the alternative hypothesis is confirmed by the results of Spearman's statistical correlation instrument, which indicates a positive correlation and a significance level of α=0.000<0.05. It can be concluded that Influencer marketing positively impacts the purchasing decision of young people in textile fashion retail in the City of Chimbote - Peru 2024.

Artificial intelligence (AI) is transforming the global landscape, impacting diverse socioeconomic areas. This study comparatively analyzes technological innovation in AI in France and Colombia, two countries with contrasting contexts and trajectories. France, with a strong tradition in research and development, has prioritized investment in infrastructure, the training of specialized talent and the development of ambitious public policies. In contrast, Colombia, an emerging economy, focuses on the application of AI to boost competitiveness in strategic sectors. The analysis examines the strategies, policies and initiatives of each country, seeking to identify key factors for the development and successful adoption of AI in different socioeconomic contexts.