The research “Measurement based on the neuromarketing of engagement in online advertising communication in private universities in the city of Huancayo”, sought to determine the level of engagement in online advertising communication in private universities in the city of Huancayo. The methodology used is of a theoretical basic type, with a correlational descriptive level, the scientific method was used and with a simple descriptive transectional design. The level of engagement varies significantly, in the online advertising that the Universities implement, the Continental University is the one that reaches the highest level of engagement and the UPLA is the one that reaches the lowest level of engagement. Advertising images are key when generating positive engagement, undoubtedly through visual content you can establish emotional relationships, arouse customer curiosity is necessary...

The research “Measurement based on the neuromarketing of engagement in online advertising communication in private universities in the city of Huancayo”, sought to determine the level of engagement in online advertising communication in private universities in the city of Huancayo. The methodology used is of a theoretical basic type, with a correlational descriptive level, the scientific method was used and with a simple descriptive transectional design. The level of engagement varies significantly, in the online advertising that the Universities implement, the Continental University is the one that reaches the highest level of engagement and the UPLA is the one that reaches the lowest level of engagement. Advertising images are key when generating positive engagement, undoubtedly through visual content you can establish emotional relationships, arouse customer curiosity is necessary...

The objective was to evaluate the impact of the implementation of generative artificial intelligence techniques on marketing and sales strategies. The research method was scientific, type and level of basic relational research, with a population of 100 companies from the Province of Huancayo and sample of 79. There is a significant relationship between generative artificial intelligence and the impact on marketing and sales with a correlational results (r=0.726,p<0.05), for the verification of specific hypothesis 1 the result was that the degree of significance between generative artificial intelligence and brand positioning was (r=0.531,p, 0.05) and finally the results of the to test the specific hypothesis 2 obtaining the result on whether there is a significant relationship between generative artificial intelligence and sales technologies was (r=0.358, p<0.05), in conclusion, th...