Conference Agenda

This study examines the strategic role of employee advocacy and personal branding within corporate communication and digital marketing. It explores how engaged employees, who share the organization’s values, can enhance the company’s reputation, foster trust and loyalty among stakeholders, and contribute to overall productivity. The research also highlights the importance of digital platforms such as LinkedIn, along with emotional branding and effective internal communication, in strengthening brand credibility, visibility, and authenticity in competitive digital environments.

A qualitative approach was employed, incorporating evidence analysis and multi-perspective evaluation to ensure the reliability and depth of the findings. The study also considers how technological advancements are reshaping corporate communication and emphasizes the strategic management of talent. Overall, the findings underscore the importance of integrating employee advocacy with both personal and corporate branding strategies, as a way to reinforce organizational identity, improve competitive positioning, and attract and retain top talent.

Currently, digital marketing plays a fundamental role in the visibility and competitiveness of gastronomic businesses, within a context marked by the increasing digitalization of consumption habits. This transformation has driven restaurants and related establishments to implement digital strategies aimed at attracting and retaining customers. The objective of the present study was to analyze the level of digital marketing through a quantitative approach, basic in nature, using a non-experimental, cross-sectional, and analytical design. For data collection, an 11-item questionnaire was administered to a sample of 60 customers, assessing the dimensions of flow, functionality, feedback, and loyalty. The results showed that 85.0% of respondents perceived digital marketing at a medium level. Regarding the specific dimensions, flow reached a 73.3% medium perception, functionality 78.3% (medium level), feedback 53.3% (low level), and loyalty 71.3% (high level). Overall, the findings highlight the need to strengthen customer interaction through the development of more proactive digital communication strategies and the use of attractive online promotions, in order to increase customer satisfaction and retention.

This study assessed ergonomic risks and designed an improvement proposal for administrative positions in a Basic Justice Module in Arequipa. The situational analysis identified that the positions of Administrative Assistant, Secretary, and Judicial Technician were most exposed to risks, manifested in repetitive movements, prolonged static postures, and high visual demands, causing musculoskeletal discomfort, headaches, and stress. The application of the ROSA, REBA, OWAS, and NASA TLX methodologies confirmed high levels of musculoskeletal risk in the upper and lower limbs, along with significant mental strain. The intervention proposal, validated using the Guerchet method, included job redesign, furniture modification, and ergonomic training. Its economic evaluation showed a benefit-cost ratio of 1.41, with an implementation cost of S/56,330.00 and an estimated benefit of S/465,784.50 per worker, yielding a probability of profitability of 48.54%.

The adoption of Integrated Management Systems (IMS) has emerged as a strategic approach for enhancing organizational performance in small and medium-sized enterprises (SMEs). Nevertheless, scientific evidence regarding their implementation within the Latin American context remains fragmented and inconsistent. Accordingly, this study aimed to systematize and critically analyze the scientific literature on IMS implementation in SMEs published between 2019 and 2025, identifying prevailing research trends, reported benefits, and key limitations associated with the integration of ISO 9001, ISO 14001, and ISO 45001 standards.

A descriptive–analytical approach was employed through a systematic literature review conducted in accordance with PRISMA 2020 guidelines. From an initial pool of 412 records, a final sample of 20 studies met the established inclusion criteria. The findings reveal that ISO 9001 continues to be the most widely adopted standard among SMEs, whereas the integration of environmental and occupational health and safety standards exhibits a gradual upward trend. The most frequently reported benefits include enhanced operational efficiency, increased competitiveness, and improved business sustainability. Conversely, high implementation costs, limited technical expertise, and persistent informality are identified as the most significant barriers to effective IMS integration.

In conclusion, Integrated Management Systems represent a valuable strategic tool for strengthening SMEs; however, their effective implementation in Latin America requires the development of flexible, context-specific integration methodologies aligned with the structural constraints faced by these organizations.

This study analyzes the incidence of team coaching as a strategic tool in international commercial negotiation processes during the 2020-2025 period. In a global ecosystem characterized by volatility, uncertainty, and accelerated digitalization, the ability of organizations to reach sustainable agreements depends less on isolated individual skills and more on the systemic cohesion of their negotiating teams. Through a qualitative methodology with an exploratory and descriptive scope based on secondary sources, transformations in agile leadership, psychological safety, and collective emotional intelligence are examined. The main findings underscore that the integration of ontological and systemic coaching methodologies significantly reduces internal conflicts, optimizes intercultural communication, and generates a tangible return on investment through improved productivity and strategic talent retention. It is concluded that team coaching facilitates the transfer of theoretical knowledge into behavioral competencies, enabling organizations to navigate foreign markets through agile structures and decision-making aligned with shared purposes.

The objective was to identify the factors that influence entrepreneurial intention among university students in Peru, considering the low youth participation in business activities. A quantitative and basic approach was adopted, with a non-experimental, cross-sectional, and explanatory design, to examine the relationships between the influencing factors (independent variables) and entrepreneurial intention (dependent variable). The target population consisted of university students from a region of Peru. The data analysis employed multivariate regression techniques, correlational analysis, and machine learning methods such as Random Forest and Decision Tree, accompanied by interpretative techniques such as SHAP to evaluate the importance of the factors. Statistical significance criteria (p < 0.05) and coefficients of determination (R²) were used to interpret the results. The results indicated that F5 (access to capital) had the greatest impact on entrepreneurial intention, followed by F2 (internet usage capability) and F3 (entrepreneurial orientation). The Random Forest and Decision Tree models achieved exceptional performance, with an R² of 0.9943 for the decision tree and an R² of 0.9880 for Random Forest. On the other hand, ordinal logistic regression showed limited performance, with an AUC-ROC of 0.5337, indicating that it did not effectively capture the relationships among the variables. In conclusion, the factors of entrepreneurial experience and computer capability were key to entrepreneurial intention, and non-parametric models such as Decision Tree and Random Forest proved to be more effective in predicting this intention compared to ordinal logistic regression, validating the importance of integrating training in technical and entrepreneurial skills into educational programs