Conference Agenda

The objective of the research was to propose a digital marketing and customer acquisition model for a company in the automotive sector, in the city of Piura, 2024. The study followed a qualitative methodology with a non-experimental, applicative-level, cross-sectional design. Interviews were conducted with the marketing manager and brand manager as internal clients of the automotive company. Additionally, 40 external clients of the same company were interviewed. The resulting components of the model, related to digital marketing, included: vehicle model presentations, vehicle features, commercial events, scenic routes, test drives, and vehicle pricing. Regarding customer acquisition, the components identified were age range 23–40, male gender, upper-middle income level, use of WhatsApp Business, personalized attention, years of experience, and a wide variety of vehicle models— all within a company in the automotive sector in Piura, 2024. Based on these results, 13 digital marketing strategies were proposed to increase customer acquisition. Finally, it is recommended that general management model digital marketing and customer acquisition efforts by incorporating a new component: marketing with artificial intelligence.

The research aimed to determine the relationship between social marketing and fundraising among donors of the Sayariy Resurgiendo Association, Trujillo-2023. This applied study utilized a non-experimental descriptive correlational cross-sectional design, with a sample of 50 national and international donors who contribute resources to the organization's activities and voluntarily consented to participate in the research. They were assessed through a questionnaire comprising 29 items. The results revealed a moderate positive relationship between social marketing and fundraising among donors of the Sayariy Resurgiendo Association, Trujillo-2023, supported by a Spearman's Rho correlation coefficient of 0.657 and a significance value of 0.000. This leads to the conclusion that these findings not only contribute to understanding the dynamics between social marketing and fundraising but also suggest tangible opportunities to enhance the effectiveness of fundraising strategies in organizations like the Sayariy Resurgiendo Association. Upon implementing these improvements, there is the potential to positively impact families and communities in vulnerable situations, allowing for a more significant and beneficial contribution to the organization's mission and objectives.

This study analyzes how social media interaction influences brand trust and purchase intention among consumers of Ecuadorian microenterprises. A quantitative methodology using structural equation modeling (PLS-SEM) was applied using digital surveys administered to a non-probability sample. The results reveal that digital interaction exerts a positive and significant effect on both trust and purchase intention, validating the three hypotheses proposed. The model demonstrated adequate reliability, validity, and predictive capacity. It is concluded that social media is a key strategic tool for strengthening ties with consumers and fostering conversion, even in low-income contexts. These findings offer theoretical contributions and practical recommendations for digital marketing in microenterprises in emerging economies such as Ecuador.

The main objective was to establish the relationship between storytelling strategies and customer information for footwear SMEs in Trujillo. To conduct this study, a theoretical framework on the stages of storytelling was reviewed, and national and international background information that supports the research hypothesis was analyzed. The methodology used a quantitative, relational approach, with a sample of 250 participants. Information was also collected on companies that currently face difficulties in creating stories that communicate their identity, which limits their ability to establish emotional bonds with their customers. A moderate positive correlation was found between the study variables, with a bilateral significance level of sig=0.001 <0.05. It was concluded that SMEs that manage to tell authentic, relevant stories aligned with their customers' internal needs are more likely to build lasting and sustainable relationships with them.

This article examines the relationship between work productivity and networking, both online and offline, in generating international business opportunities from a managerial perspective in Honduras. Using a descriptive and qualitative method, in-depth interviews were conducted with the general managers of six Honduran companies with international aspirations. The study was structured around three fundamental categories: (1) productivity and work environment through networking, (2) competitive advantages, innovation, and interculturality, and (3) knowledge management and human capital. Findings show that networking is seen as a strategic element that directly impacts organizational culture, internal efficiency, and competitive positioning. Managerial leadership plays a central role in connecting productive networks that drive innovation and enhance human resource commitment. Despite structural obstacles, business leaders acknowledge that internal excellence and relationship building skills are key to internationalization. It is inferred that networking, as an intangible asset, can boost workplace productivity and generate sustainable benefits in international markets when properly managed. This research provides empirical evidence from an evolving environment and suggets future analysis focusing on the institutional role of the state as a mediator in business networks.

This Systematic Literature Review aims to analyze how color usage in business website design influences user experience, visual perception, and brand identity. Following PRISMA guidelines and a PICOC framework, the review analyzed 15 studies selected from 426 initial records retrieved from Scopus, published between 2018 and 2024. Results show a strong user preference for blue and white tones, linked to trust, clarity, and professionalism. Minimalist designs were also rated as more functional and visually appealing. Additionally, color was found to directly affect user retention and purchasing intent, with significant differences based on gender and cultural context. This review highlights color as a strategic tool to enhance usability, reinforce visual identity, and improve user engagement in corporate digital environments.

Startups face various challenges to excel and sustain themselves in such a competitive and changing market. The purpose of this study was to understand the application of digital marketing strategies and their impact on startups. A mixed-method approach and a non-experimental design were used, corresponding to a review without meta-analysis. Inclusion and exclusion criteria using the PRISMA method were used to identify studies focused on digital strategies applied in different contexts between 2021 and 2025, in academic databases such as Scopus, Scielo, and Google Scholar. The results show that the use of social media, such as Facebook and Instagram, represents a key tool for improving brand positioning, increasing web traffic, and strengthening customer relationships. Although countless companies in different sectors have not yet implemented advanced digital strategies, it has been confirmed that the application and management of social media can generate a positive impact on sales, positioning, loyalty, and engagement. The application of digital marketing strategies turns out to be highly positive when used in emerging companies.