Conference Agenda

This systematic review article explores technological innovations in the application of the Rapid Entire Body Assessment (REBA) method to evaluate ergonomic risks in the workplace. The main objective was to analyze how emerging technologies, such as machine learning, computer vision, and sensor systems, have optimized the implementation of the REBA in various business sectors. A search was conducted in the Scopus, Web of Science, and Scielo databases between 2020 and 2024, selecting 30 articles that met the inclusion criteria. The results highlight that the integration of advanced technologies has improved the accuracy, efficiency, and scalability of the REBA method, especially in the manufacturing and service sectors. In addition, relevant studies were identified in countries such as Colombia, Ecuador, and Costa Rica, whose similarities with the Peruvian context make them valuable references. It is concluded that technological innovation has transformed the REBA into a more accessible and effective tool, although further research is needed in sectors such as teleworking.

This research aims to describe the relationship between the factors present in micro-influencers and their influence on consumer buying behavior in the Chiclayo market, 2025. A quantitative approach with an explanatory scope was employed to identify the causal influence of the micro-influencer factors on consumer purchase behavior. The study follows a non-experimental, cross-sectional design. The population consisted of 487,000 inhabitants of Chiclayo, and a probabilistic sampling method was used to survey 384 individuals. Data collection was carried out using a validated questionnaire adapted from Hu et al. [1] A total of 553 respondents completed the survey using this validated instrument. The data were analyzed using the PLS-SEM structural equation modeling approach. The results revealed that the factors of experience, entertainment value, and credibility of the micro-influencer significantly influence consumer purchase behavior. Specifically, entertainment value had the greatest impact (β = 0.3352; p < 0.001), followed by credibility (β = 0.3045; p < 0.001) and experience (β = 0.2260; p < 0.01). The proposed model demonstrated adequate validity and reliability. It is concluded that micro-influencers play a relevant role in purchase behavior, highlighting the importance of these factors in the design of digital marketing strategies.

The purpose of this research was to analyze the relationship between influencer marketing and the purchase decision of millennial consumers in a retail company in the city of Cajamarca in the year 2025. This research arises from the growing relationship of social networks in consumer behavior, especially in the millennial generation. Regarding the methodology, it was a basic type of research, with a non-experimental and cross-sectional design; correlational scope and quantitative approach. The sample was made up of 383 millennial consumers, selected through Simple Random Sampling. The results obtained indicated that there is a very high positive correlation between influencer marketing and the purchase decision, with a significance level of 0.000 < 0.05 and a Spearman's Rho coefficient of 0.976. This shows that, the greater the perceived relationship of influencers on social networks, the greater the probability that consumers will make a purchase. In this way, it is concluded that influencer marketing plays an important role in the purchasing decision process of millennial consumers in the context of a retail company in Cajamarca.

The research aimed to determine the level of relationship between credibility, truthfulness and brand awareness promoted by female influencers, and the purchase decision of beauty products in female university consumers. The study is based on the increase of female influencers in the field of beauty in recent years, currently becoming a favorable medium for brand presence and positioning. The research had a quantitative approach, as well as a non-experimental design, cross-sectional and correlational scope. The population consisted of 50 student consumers of content and beauty products, taking a non-probabilistic sampling application by convenience. An ordinal scale questionnaire was used and then a correlational approach with Spearman's Rho was used to determine the level of association between the mean values. The results show a positive correlation between the three variables of analysis and the decision to purchase beauty products, but with a higher coefficient with brand awareness, which allows inferring that both factors from the user's perspective are highly linked, so that the increase of one determines an impact on the other and vice versa. The second highest association with influencers' trustworthiness. These results show that brand management by influencers represents a key task for companies dedicated to the beauty industry.

The objective of this research was to determine the influence of relationship marketing on purchase motivation (and its dimensions customer service, purchase interest, repurchase action and satisfied desire) in a hardware store in Cercado de Lima, 2025. Research with a quantitative approach, applied, with an explanatory and descriptive level, non-experimental and cross- sectional design. The finite population consisted of 92 customers of the company studied, whose sample amounted to 74 individuals. The technique applied was the virtual survey. The instrument to measure the first and second variable consisted of 8 items each, giving 16 items in total, and demographic data were also collected. Validity was obtained through the judgment of 4 experts (Aiken's V.= 1). Reliability was high for both variables (α = 0.709 and 0.805). Results such as demographic information, normality tests, measurement of variables and hypothesis testing were obtained. It was concluded that relationship marketing influences purchase motivation in a hardware store in Cercado de Lima, in the year 2025 (sig. = 0.000; R² = 0.993).

This study analyzes the correlation between social platforms and the purchase decision of digital accessories among shoppers in San Juan de Lurigancho. Given the growing impact of social media platforms such as YouTube, Instagram, Facebook, and TikTok, which has grown exponentially in recent years, on consumer behavior, the main objective is to establish whether a significant relationship is evident between the two variables. A quantitative methodological approach was applied, using a non-experimental format, which was studied cross-sectionally, and correlations between variables were analyzed. The sample consisted of 250 people between 18 and 45 years of age, selected through non-probability sampling. The instrument consisted of a questionnaire evaluated through expert judgment using a Likert scale. The data were processed using SPSS. The findings showed a moderate positive correlation between social platforms and purchase decision (r = 0.413; p < 0.001), and low positive relationships between each dimension analyzed. A perfect relationship (r = 1.000) was noted between content connection and purchase choice. It is determined that digital activity influences consumer behavior, with the quality, consistency, and interaction of content on social networks being key to driving purchasing decisions.

The post-COVID digital surge exposed a gap between 21st-century demands and Peruvian university lecturers’ actual technological skills, threatening educational quality advocated by SDG 4. This study examined whether generative artificial intelligence (GAI) enhances lecturers’ digital competence. A quasi-experimental pre/post-test design involved 60 lecturers (30 experimental, 30 control). Over eight weeks the experimental group completed fourteen online workshops on GAI tools (ChatGPT, Gemini, Claude, Overleaf AI) aligned with the DigCompEdu framework. Digital competence was assessed with the validated Tourón et al. questionnaire (68 items; α = .98). After checking normality and homogeneity, paired-t, Mann-Whitney U and Cohen’s d were applied. The experimental group achieved significant gains across all five dimensions (p < .001), with mean increases of 0.75-1.22 points and a very large overall effect (d = 2.05); digital-content creation improved most. The control group changed negligibly (≤ 0.09). Findings show that GAI effectively narrows lecturers’ digital divide, fosters pedagogical innovation and enables personalised learning, provided its adoption is coupled with ethical and critical training.