ABSTRACT Objective: To analyze the contribution of digital content in the brand identity of family lodgings in the Lima Region, Peru, in 2021. This aims their efforts to digital marketing able to strengthen the brand-consumer relationship through social networks that have created a revolution in the way we interact with the world today. Method: It is descriptive, with nonprobabilistic sampling, it was selected 10 family tourist lodgings with the best ratings on the travel platforms Booking and TripAdvisor belonging to the Lima Region. Results: High participation in social media: Facebook, Instagram, and YouTube, applying digital tools such as images, news, and videos as attractive audiovisual content for consumers. Conclusions: Digital content contributes to the approach to the consumer, providing a more agile, attractive, and bidirectional communication to reinforce brand identity in fa...

El presente estudio tiene por objetivo determinar la influencia del Programa “Innovasocial” en la competencia de emprendimiento social en los estudiantes de negocios de una universidad privada, el método empleado es el hipotético deductivo, el tipo de trabajo que se realizó es aplicado, puesto que se desarrolló un programa denominado “Innovasocial” para mejorar la competencia del emprendimiento social. El diseño empleado fue el cuasiexperimental, y el instrumento usado fue “Scale to Assess Social Entrepreneurship Competency in Higher Education” a través de un cuestionario virtual, y cuenta con validez por expertos y la confiabilidad por el estadístico de Alfa de Cronbach con un valor de 0.820. Este instrumento se aplicó a una muestra de 40 estudiantes, 20 del grupo control y 20 del grupo experimental. Como principales resultados se obtuvo, un incremento de 30% en el n...

Although informal entrepreneurship helps create jobs, stimulates innovation and reduces inequality; This type of entrepreneurship generates tax evasion, low wages, poor working conditions, low productivity and low economic growth, so the objective of this study was to determine the factors that determine formal entrepreneurship in young entrepreneurs. conducted a study at a private university in Lima, surveying business students. A non-probability sampling was applied for convenience, since the students participated voluntarily. The sample consisted of 809 business students who answered a questionnaire online hosted on Google form. The data were analyzed with the ANOVA, Pearson and Rho Speraman statistics according to the normality of the data. The results show that there are factors that are related to the formal entrepreneurship of young entrepreneurs, such as: gender, formalization pr...

“Fair trade initiatives represent an essential support for the scarce opportunities that have arisen in the agricultural sector, as they cover various areas that contribute to increasing good trade practices. It is essential to highlight the contribution of fair trade in urban and rural areas, as it becomes a valuable incentive for differentiation. The main objective of this study was to determine how Fair Trade is applied in the socioeconomic and ecological sphere in an association of sustainable agricultural producers in the Peruvian jungle. This is quantitative research with a non-experimental crosssectional design. The survey technique was used, and a questionnaire was applied to 99 agricultural producers in the Amazon region of northern Peru, because it would help to analyze the new challenges of fair trade. In addition, data analysis and processing was carried out with Microsoft ...