Lima Research Articles

Impact of Reputation and Brand Image on the Intention to Purchase Educational Services in Private Universities in Perú

In Peru, higher education has experienced significant growth due to the fact that public universities are unable to meet the demand of many young people who wish to pursue a university degree. In this context, the reputation and brand image of private universities are key factors in students’ choice of where to pursue their academic education. The objective of this study is to evaluate the influence of brand image and reputation on the purchase intention. This study has a quantitative approach, a non-experimental cross-sectional design, and an explanatory level through a structural equation model. The study sample is made up of 381 students from 3 private universities in the capital of Peru. The results of the theoretical model were accepted because the RMSEA and SRMR values are very close to zero, the CFI =1, Chi-square (X^2)= 0.000116, and the (df)=1. Also, a high correlation was found between reputation and brand image (β=0.793). It is concluded that a strong brand image together with a favorable reputation contribute considerably to explain the variability in the purchase intention and the successful performance of Peruvian private universities.

Impact of Chatbots on Satisfaction and Loyalty in Lima's Telecom Sector

The migration towards digital environments has transformed the expectations of consumers, who now not only look for quality products and services, but also convenience, personalization and efficiency in each interaction with the brand. This change presents significant challenges for companies, as they need to constantly adapt to meet their needs and thus maintain loyalty in a highly competitive market. The pressure to offer added value and maintain customer preference is intensified by the ease with which consumers switch to competitors. which drives companies to innovate and adapt AI such as chatbots, which could be the answer to this challenge. The objective of this research work is to know if the use of chatbots positively influences the satisfaction and perceived loyalty of consumers of telephone services, since in this case the speed, quality of the service and the customer's need for understanding. They are critical and represent a greater challenge to differentiate. The methodology used for this research maintains a quantitative, correlational, non-experimental approach. The type of sampling was non-probabilistic, and the strategy was snowball. The instrument used was a questionnaire with a sample of around 130 consumers in the city of Metropolitan Lima in Peru. The findings suggest that chatbots are not only innovative tools, but also strategic ones for telephone companies seeking to improve customer satisfaction and loyalty. The implementation of appropriate chatbots can transform the customer experience, providing a more agile, personalized and effective service, thus seeing a close relationship between the dimensions of the chatbot with the satisfaction and loyalty perceived in consumers. In a world where these variables are key to business survival, chatbots represent an opportunity to create exceptional experiences. Uncover how cutting-edge AI chatbots are revolutionising customer satisfaction and loyalty in the competitive telephone service industry, offering transformative, personalised, and efficient interactions.

Las dos caras de Lima: Discriminación racial en contexto de protesta social en Perú

Racial discrimination in Peru, especially during social protests, reflects structural inequalities and historical stigmatization of minority groups, where "terruqueo" and the media perpetuate stereotypes and justify repression, affecting social cohesion. In this sense, the intention to understand racial discrimination helped us identify and address the structural and cultural roots that perpetuate this phenomenon. The study adopted a hermeneutic qualitative approach, analyzing two contradictory videos during the protests of July 29, 2023, in the capital of Peru. Non-participant observation and qualitative coding were used to examine 208 comments, allowing for a detailed interpretation of the social and cultural dynamics involved. The findings evidenced that during a protest context, the prevalence of dehumanizing and pejorative adjectives, along with marked racial and class biases in public discourse, highlights a deep stigmatization of minority groups. Additionally, the influence of popular culture in perpetuating stereotypes, along with a clear tendency towards the criminalization and stigmatization of protesters, reflects how police and military repression is socially legitimized, justified, and favored. In this sense, we understand that racial discrimination acts as a "framework of racial delegitimization" that perpetuates inequalities and maintains social hierarchies through racially charged narratives and stereotypes, amplified by the media. Public discourse not only reflects but also exacerbates prejudices, legitimizing repressive responses and maintaining the "status quo" by the power groups that employ this tool as social control.

Insights on the Use of Pesticides in Two Main Food-Supplier Coastal Valleys of Lima City, Peru

The food security of Lima—Peru’s capital city, which shelters over 30% of the total country’s population—depends on the food production of its nearest agricultural areas, the Chancay-Huaral and Chillón valleys, wherein agrochemicals are widely used. This study primarily aimed to determine the characteristics of pesticide use in these two valleys, located 83 and 30 km north of Lima City, respectively. A second aim was to assess whether proximity to Lima provides access to technical assistance regarding agricultural activities. A questionnaire-based survey assessing socioeconomic aspects, occupational exposure, and agrochemical-related knowledge was conducted on a sample of 102 participants (farmers and fieldworkers). The results revealed that the average age for starting to handle pesticides was 15 years, while life-long occupational-exposure averaged 30 years. Most pesticides used were organophosphates and carbamates. Personal protective equipment was not used and, therefore, dermal exposure and inhalation were major routes of intoxication. Despite their proximity to Lima, both valleys lack an official agronomic advisory agency, and this void has been occupied by agrochemical manufacturing companies and trading houses focused on increasing their sales. Based on the results, it is urgent to implement an official technical advisory service and a capacity-building program on pesticide use in Peru, as well as the implementation of measures for improved control, trade, and storage of pesticides. Simultaneously, a permanent epidemiological surveillance at the country level is needed to improve public health and to contribute to achieving the Sustainable Development Goals of the United Nations’ 2030 Agenda in Peru.

A Restored Perspective

The recent retrospectives of Edward Yang’s cinematic oeuvre in Taiwan and North America have provided long-awaited access to his most overlooked works such as Du li shi dai (1994) and Ma jiang (1996). The last two films of his to undergo restoration, while seemingly uncharacteristic of Yang’s usual style, exhibit a remarkable consistency in his experimentation with various juxtapositions of sound, image, thought, and emotion. This essay explores how these satirical works yield fierce critiques of the pervasive materialism and the absence of independent thinking. In foregrounding dark comedy and ironic distance, these films offer timely ruminations on the difficult tensions and complex dynamics between individuals and society, and between tradition and modernity.

Abstract PO2-02-05: CDK4/6 inhibitor dalpiciclib combined with letrozole as neoadjuvant therapy in postmenopausal patients with hormone receptor-positive, HER2-negative stage II-III breast cancer: a single-arm exploratory trial

Abstract Background: Patients with HR-positive, HER2-negative breast cancer respond poorly to neoadjuvant chemotherapy. The phase 3 DAWNA-1 and DAWNA-2 studies have proved that adding dalpiciclib (a CDK4/6 inhibitor) to endocrine therapy can significantly improve progression-free survival in patients with hormone receptor (HR)-positive, HER2-negative advanced breast cancer. However, the evidence of dalpiciclib in the neoadjuvant setting is limited. This study aimed to explore the efficacy and safety of dalpiciclib plus letrozole as neoadjuvant therapy in in patients with HR-positive, HER2-negative stage II-III breast cancer. Methods: In this multicenter, single-arm exploratory trial (NCT05512780), adult postmenopausal women with HR-positive (estrogen receptor >10%), HER2-negative stage II-III invasive breast cancer were enrolled. Patients received oral dalpiciclib (150 mg on days 1-21 of each 28-day cycle) and oral letrozole (2.5 mg once daily) for 4 cycles, followed by surgery. The primary endpoint was objective response rate (ORR), assessed by investigator according to the Response Evaluation Criteria In Solid Tumors version 1.1. Secondary endpoints included complete cell cycle arrest (CCCA, defined as Ki-67 < 2.7% on day 15 of the first cycle) rate, total pathological complete response (tpCR; ypT0/is ypN0) rate, residual cancer burden (RCB) 0-I rate, and safety. Results: Between June 2022 and January 2023, 41 patients were screened at 9 sites, and 35 patients were enrolled and received at least one dose of study drug. The median age was 66 years (range, 52-83), and the median baseline Ki-67 level was 20% (range, 4%-40%). The majority of patients had T2 disease (65.7%), lymph node-positive disease (88.6%), and stage II disease (IIA: 45.7%; IIB: 40.0%). The ORR was 35.5% (11/31) at 8 weeks and 51.7% (15/29) at 16 weeks in patients with evaluable response. The CCCA rate was 70.0% (21/30) in patients with available data. Four patients refused surgery and chose to continue the drug therapy. Of 27 patients who had undergone surgery, one (3.7%) patient had tpCR and RCB 0. Of 35 patients, the most common adverse events were neutrophil count decreased (74.3%), white blood cell decreased (68.6%), anemia (34.3%), and fatigue (31.4%). The most common grade 3 or higher adverse event was neutrophil count decreased (45.7%). No febrile neutropenia or treatment-related deaths occurred. Conclusions: This is the first prospective study of neoadjuvant dalpiciclib in patients with HR-positive, HER2-negative breast cancer. The findings suggest the promising tumor response to neoadjuvant dalpiciclib plus letrozole in postmenopausal patients with HR-positive, HER2-negative breast cancer, with a manageable safety profile. This combination can effectively suppress the tumor cell proliferation, as reflected by change in Ki-67 level. Citation Format: Lina Zhang, Chao Yang, Jie Ma, Yuntao Li, Ruizhen Luo, Jianjun Han, Xiaochun Wang, Zhisheng Zhang, Li Ma, Haifeng Cai, Xiangshun Kong, Zunyi Wang, Xinping Zhou, Yueping Liu, JiaJie Shi, Yanshou Zhang, Meiqi Wang, Jiaxing Wang, Cuizhi Geng. CDK4/6 inhibitor dalpiciclib combined with letrozole as neoadjuvant therapy in postmenopausal patients with hormone receptor-positive, HER2-negative stage II-III breast cancer: a single-arm exploratory trial [abstract]. In: Proceedings of the 2023 San Antonio Breast Cancer Symposium; 2023 Dec 5-9; San Antonio, TX. Philadelphia (PA): AACR; Cancer Res 2024;84(9 Suppl):Abstract nr PO2-02-05.

Prevalence and associated factors of premature ejaculation and erectile dysfunction in young, single men who have sex with men in Lima, Peru.

While there is literature on erectile dysfunction (ED) and premature ejaculation (PE) in men, conclusive evidence regarding these sexual health issues and potential associated factors in the young, single men who have sex with men (MSM) population is lacking. The study sought to determine the prevalence and factors associated with PE and ED in young single MSM in the capital of Peru. This was an analytical cross-sectional study in MSM using an online questionnaire. The presence of ED and PE was assessed using the 5-item International Index of Erectile Function and 5-item Premature Ejaculation Diagnostic Tool questionnaires, respectively. In addition, their association with personal, physical health, and sexual behavior variables was evaluated. Prevalence ratios (PRs) were estimated through regression models. Premature ejaculation and Erectile dysfunction in MSM. Of 315 participants, most were between 20 to 29years of age (71.8%), 43.5% identified as homosexual, 59.1% had between 2 and 5 sexual partners, and 40.6% reported that the duration of their sexual relationship was between 1 and 12months. The prevalence of ED was 53.3% (95% confidence interval [CI], 47.66%-58.95%), and PE was present in 8.3% (95% CI, 5.46%-11.86%). Factors associated with a higher prevalence of ED were having between 6 and 9 sexual partners (PR, 1.48; 95% CI, 1.05-2.11) and having a sexual relationship lasting 13 to 24months (PR, 0.70; 95% CI, 0.50-0.98). Furthermore, for each additional year from the onset of the first sexual encounter with another man, the prevalence of PE increased by 7% (PR, 1.07; 95% CI, 1.02-1.13). These findings suggest that there is a relationship between an increased number of sexual partners and a higher prevalence of ED. It also suggests that relationships that last for some time may have a protective effect against ED. Strengths include the use of validated instruments, adequate sample size, robust multivariate analysis, and being one of the few studies in Latin America assessing PE and ED in the MSM population. Limitations include the cross-sectional design, nonprobability sampling, and access to participants. Having more sexual partners is associated with increased ED, while relationships lasting 13 to 24months are associated with decreased ED. Each additional year from the onset of the first sexual relationship increases the prevalence of PE. These findings can guide the design of health policies and programs tailored to the MSM community to enhance their well-being and sexual quality of life.

Consumer Behaviour in Supermarkets and Food Markets: A Mixed Study in Peru

This research aimed to describe the characteristics of the factors that influence consumer behavior in food markets and supermarkets. The study was based on the theories of consumer behavior through the approaches outlined by Maslow and Mang’unyi and Govender. The research shows the results of the study conducted on the consumers of Peruvian markets and supermarkets located in Lima, the capital of Peru. The factors that influence consumer behavior when shopping are described, such as the proximity of the establishment, friendliness, quality, family atmosphere, prices, and perception. The methodology was based on a mixed, cross-sectional, and non-experimental approach, applying surveys to 400 consumers of food markets and supermarkets. The information obtained was corroborated by interviews with market traders, supermarket stockers, and marketing and economic experts. The results of the surveys conducted indicate that there are personal, cultural, and psychological factors that influence the decision-making of consumers of food markets and supermarkets. The results showed that personal factors have the greatest impact on consumer decisions, as confirmed by the majority of the population surveyed. In conclusion, this study has contributed to a better understanding of the factors that influence consumer behavior in food markets and supermarkets. The findings obtained can be useful for merchants and entrepreneurs in designing marketing strategies and making business decisions.

Abstract 3724: Targeting the LIFR-LCN2 pathway to sensitize liver cancer to immunotherapy

Abstract Liver cancer, primarily hepatocellular carcinoma (HCC), is highly lethal with limited treatment options and no biomarker to predict therapy response. The current frontline therapies for liver cancer, including sorafenib and the combination of atezolizumab (anti-PD-L1) and bevacizumab (anti-VEGF), have limited therapeutic benefits, which could be attributed, at least in part, to the highly immunosuppressive tumor microenvironment in liver cancer. Leukemia inhibitory factor receptor (LIFR) is frequently downregulated in HCC. My recent studies revealed that in oncogene-induced liver tumors, overexpression of LIFR increased, while knockout of Lifr decreased CD8+ T cell infiltration, which may be mediated by LCN2-dependent inhibition of T cell viability, proliferation, and effector function. In ongoing and future work, I will investigate whether LIFR or therapeutic LCN2 neutralization can sensitize HCC to immunotherapy. If successful, this project will illuminate how to improve liver cancer immunotherapy by targeting the LIFR-LCN2 pathway. Low LIFR expression and high LCN2 expression may be used to select HCC patients who will likely benefit from the combination therapy with the LCN2-neutralizing antibody plus immune checkpoint inhibitors. Citation Format: Yalan Deng, Li Ma. Targeting the LIFR-LCN2 pathway to sensitize liver cancer to immunotherapy [abstract]. In: Proceedings of the American Association for Cancer Research Annual Meeting 2024; Part 1 (Regular Abstracts); 2024 Apr 5-10; San Diego, CA. Philadelphia (PA): AACR; Cancer Res 2024;84(6_Suppl):Abstract nr 3724.

Abstract 4068: In vitro masked effect, in vivo anti-tumor activity and toxicology study of KGX101, an interleukin-12 prodrug, in monotherapy or in combination with anti-PD-L1 antibody

Abstract Interleukin-12 (IL-12) has long been limited in its clinical use due to its short half-life (t1/2) and dose-related toxicity, despite its remarkable ability to activate effector functions in T cells and natural killer (NK) cells. To address these challenges, we engineered an IL-12 prodrug called KGX101. In KGX101, the C-terminus of IL-12 is fused with ADCC-impaired IgG1 Fc to extend its half-life. Meanwhile, the N-terminus is concealed with its corresponding receptor soluble domains, IL-12Rβ1 and IL-12Rβ2, using tumor-specific protease cleavable linkers. This innovative design prevents systemic immune system overactivation. Once the linker is cleaved by tumor microenvironment (TME)-specific proteases, KGX101 functions like IL-12, effectively stimulating T cells and NK cells, reshaping the TME, and displaying significant potential in cancer therapy. To confirm KGX101's masking effect, we conducted IFNγ induction efficacy tests using peripheral blood mononuclear cells (PBMCs) from three donors. KGX101 demonstrated a 300 to 2500-fold reduction in activity compared to unmasked IL-12-Fc. Importantly, the masking effect of KGX101 was nearly abolished after protease digestion, affirming its mechanism of action. To further establish KGX101's effectiveness, we conducted in vivo antitumor studies in hPBMC xenograft mouse models using human colorectal cancer HCT116 and PD-L1-overexpressed human malignant melanoma A375. Mice were subcutaneously implanted with a specific mixture of cancer cells and hPBMCs, and then intravenously injected with PBS or KGX101 at various dose levels twice a week for 4-5 cycles. Compared to the PBS control group, KGX101 demonstrated up to a 42% tumor growth inhibition (TGI) in the HCT116 model at 0.18 mg/kg and a 76% TGI in the hPD-L1-A375 model at 0.06 mg/kg. Analysis of tumor-infiltrating lymphocytes (TILs) revealed that KGX101 increased the percentage of T cells in the tumor environment in a dose-dependent manner. We also evaluated the combination of KGX101 with an anti-PD-L1 antibody in an HCT116/hPBMC xenograft mouse model, which showed limited response to anti-PD-L1 monotherapy. The TGI% for KGX101 at 0.06 mg/kg, anti-PD-L1 antibody at 1 mg/kg, and their combination were 36.56%, 6.93%, and 66.22%, respectively, demonstrating a promising antitumor synergy. In terms of pharmacokinetics, a single dose of KGX101 at 0.06 mg/kg and 0.18 mg/kg in the HCT116/hPBMC xenograft mouse model resulted in a serum half-life ranging from 52.75 to 64.87 hours, while the t1/2 in Cynomolgus monkeys was approximately 3 days. In a 4-week repeat dose toxicity study in Cynomolgus monkeys, the highest non-severely toxic dose (HNSTD) of KGX101 was determined to be 0.1 mg/kg. The results from nonclinical toxicology studies support the potential of KGX101 as a well-tolerated therapy for the First-in-Human (FIH) clinical trial. Citation Format: Shumin Yang, Nuo Li, Jing Wang, Li Ma, Yi Zhao, Hui Chen, Haixiang Wu, Weidong Jiang. In vitro masked effect, in vivo anti-tumor activity and toxicology study of KGX101, an interleukin-12 prodrug, in monotherapy or in combination with anti-PD-L1 antibody [abstract]. In: Proceedings of the American Association for Cancer Research Annual Meeting 2024; Part 1 (Regular Abstracts); 2024 Apr 5-10; San Diego, CA. Philadelphia (PA): AACR; Cancer Res 2024;84(6_Suppl):Abstract nr 4068.

STRATEGIC MARKETING MANAGEMENT ANALYSIS IN THE COMMERCIAL FISHING SECTOR IN THE CITY OF BOGOTÁ- COLÔMBIA

Objective: The objective of the study was to develop the analysis of strategic marketing management in the commercial fishing sector in the Paloquemao plaza in Bogotá, in order to increase productivity, based on sustainability models.
 Theoretical Framework: In this topic, the sustainability model for SMEs describes how to improve the relationship of a company's human capital and how, based on these, the environmental components are integrated into the processes and therefore the economic component is adjusted by generating a better organizational climate. which permeates the marketing management of companies and improves their visibility as should happen in the commercial fishing sector of the city of Bogota.
 Method: An exploratory and comparative study was used, the analysis included a parallel between the theoretical analyzes with the fishing sector of Lima Peru, the sustainability model and marketing models and based on marketing study categories, interviews were conducted with managers of commercial companies. fisheries to then develop a correlation analysis of the categories between the years 2020 and 2023.
 Results and Discussion: It was found that informality versus the established company that some distributors only have a warehouse as a warehouse while others have a complete infrastructure; others have a good diversification of products for their clients and finally, marketing is short-term and with little strategic management.
 Research Implications: The research shows that there is little access to training on administrative issues, financial management and safety issues for the conservation of the product; little investment in technology and that the lack of marketing in the sector does not make known the benefits and qualities that the product has in its consumption.
 Originality/Value: This study contributes to a literature in which it shows in an exploratory way how marketing management is developed in an economic sector of the country and how it impacts its sustainability, as well as showing a possible market strategy to enhance it.

Model for measuring competitiveness in construction companies in Lima–Peru

PropósitoEl objetivo principal de la investigación fue establecer un modelo de factores de competitividad para medir adecuadamente el valor de las empresas constructoras.MetodologíaSe desarrolló un modelo teórico de cuatro factores principales, que incluyen el capital humano, los valores éticos, la innovación de procesos y el financiamiento. Se recolectó información de 18 empresas constructoras de la ciudad de Lima Metropolitana, recolectando información de cada uno de estos factores. A través de un análisis de componentes principales se determinó la ponderación de cada uno de ellos sobre la competitividad de una empresa constructora.ResultadosEl costo de horas hombre, el costo de los equipos para ejecutar obras y el costo de material utilizado son los indicadores más fuertes para medir la competitividad de una empresa constructora. Por otro lado, la cantidad de empleados con títulos universitarios y la cantidad de maestros de obra con título técnico del factor de capital humano también tienen un peso moderado en la determinación del valor de competitividad de una empresa. El indicador de obras entregadas dentro de plazo también tiene un efecto moderado sobre la competitividad. Finalmente, el indicador de pago mensual de la deuda tiene un efecto muy pequeño sobre la competitividad de la empresa.OriginalidadEn conclusión, el estudio proporciona evidencia de un modelo de competitividad con factores altamente relacionados sobre el capital humano, la innovación de procesos y los valores éticos como los más importantes a la hora de medir la competitividad.

Estimation of the Seismic Source of the 1974 Lima Peru Earthquake and Tsunami (Mw 8.1)

In this investigation, we have conducted a long period teleseismic and tsunami waveform inversion to obtain the slip distribution of the 1974 Lima-Perú earthquake occurred in the central region of Peru. According to teleseismic inversion, the rupture process was complex with a duration of 90 s approximately and the main asperity was located in the northern side of the rupture geometry, offshore Lima and Callao. According to tsunami waveform inversion the main asperity was located in the southern side of the fault plane, offshore Cañete. However, a joint inversion of teleseismic and tsunami waveforms averaged the contribution of the two datasets and could give a better result. The maximum slip from the joint inversion was 7.25 m, and the moment magnitude was Mw 8.1. Despite the occurrence of this earthquake (almost 50 years ago), there is a high seismic potential to trigger a tsunamigenic earthquake in the central region of Peru. According to the interseismic coupling the next earthquake in the central region of Peru is ready to occur and it would be of 8.5–8.8 Mw.

Gas–particle partitioning of organophosphate esters in indoor and outdoor air and its implications for individual exposure

The extensive utilization of organophosphate esters (OPEs) has resulted in their widespread presence in the environment, raising concerns about potential human health risks. In this study, 13 OPEs were analyzed in both gas and particle phases as well as in indoor and outdoor atmospheric environments. Moreover, human exposure to OPEs were investigated within a university environment, focusing on forehead contact and individual PM2.5 inhalation. The results showed similar distribution patterns of OPEs indoors and outdoors, although higher concentrations were found indoors. The average atmospheric concentration of ∑OPEs (combining particle and gaseous OPEs) was 1575 pg/m3 in the outdoor environment and 6574 pg/m3 ∑OPEs in the indoor microenvironments. The overwhelming majority of OPEs exhibit a pronounced propensity to adsorb onto PM2.5 particles. Notably, the concentration of OPEs on the forehead differed significantly from that in the atmospheric environment, whereas individual PM2.5 exposure was consistent with the concentration of indoor PM2.5. Intriguingly, some OPEs with high octanol–water partition coefficient (log Kow) were not detected in the environment but found on human foreheads. Gas-particle partitioning was predicted using the Harner–Bidleman and Li–Ma–Yang models and the results were in agreement with the monitoring data for approximately half of the OPE monomers. Correlations between OPEs exposure and gas-particle partitioning were found to be more significant for novel OPEs. No non-cancer risk to humans through individual exposure to OPEs was identified via forehead exposure or inhalation. The previously unreported relationship between individual exposure and the environmental occurrence of traditional and novel OPEs demonstrated in this study highlights the importance of evaluating the potential health risks associated with actual OPE exposure.

Письмо Тамерлана мамлюкскому султану Баркуку и ответное письмо Баркука Тамерлану от 795 г.х. / 1393 года

Purpose: The purpose of this study is to introduce the Russian translation of Emir Timur’s letter to the Mamluk Sultan Barquq and Barquq’s response letter to Tamerlane, both written in 795 AH / 1393, into scientific circulation. Research materials: The texts of these letters were discovered within the pages of al-Makrizi’s work “Kitab al-Suluk li Ma’rifat Duwal al-Muluk” (“The Book of Ways to Knowledge of the Ruling Dynasties”) Later, these texts were transcribed by Ibn Taghriberdi and Ibn Sirafi. Results and scientific novelty: This article examines the Arabic text of the letters and provides a translation into Russian of Emir Timur’s message to Mamluk Sultan Barquq and Barquq’s response letter from 1393. Emir Timur’s letter, in particular, demanded humility and submission from the Mamluk Sultanate. It’s worth noting that V.G. Tizenhausen, despite using “As-Suluk” by al-Makrizi, did not include the texts of these letters, suggesting they were unrelated to the history of the Golden Horde. However, considering that diplomatic relations were maintained during this period between the Golden Horde and Mamluk Egypt, and that Mamluk Sultan Barquq supported the Golden Horde’s Khan Toktamysh, these letters could provide valuable information about the relationship between these two states. This study marks the first Russian translation of both texts. While Emir Timur’s message may not contain sensational revelations, it does clarify essential details about the late 14th-century situation and contributes to a better understanding of the historical ties between the Horde and the Mamluk Sultanate.

Perception of social entrepreneurship competence in university business students

The ability to transform social and environmental problems into strategic actions to face the challenges of a changing environment in a creative and innovative way drives the need to train social entrepreneurs who anticipate new scenarios. Society needs social entrepreneurs who create business opportunities by bringing resources to impoverished places and using technology to generate social inclusion for people with disabilities; These ventures apply innovation to improve people's standard of living. The objective of this research was to determine the level of perception of the social entrepreneurship competence in business students of a private university in Lima, capital of Peru. The methodology used was quantitative, with a transactional approach, the sample was random considering 185 business students, the data collected was analyzed using the statistical program SPSS. The results show that 94.1% have a high level of perception of competence in social entrepreneurship; in social and personal traits they present 91.4% and 96.2% respectively; however, a lower level in innovative traits with 76.2%. The investigation concluded in the determination of a high level of competence in social entrepreneurship, however, the innovative traits must be reinforced and for this the innovation component can be included in the courses, to generate viable products and services that contribute to the creation of sustainable organizations improving their value proposition, competitiveness and economic growth. Likewise, it is advisable to reinforce personal and social traits in the training of professionals to face an environment of high uncertainty. This work will contribute to other scientific research to compare the level of competence in social entrepreneurship in other national and international contexts.

Influencers and the Purchase Decision: A Correlation in the Personal Care Products Sector

Nowadays, influencers have become a fundamental part of innovative marketing strategies in global brands and companies. Since the emergence of social networks, they have become more relevant in these virtual spaces where Millennials have become the main protagonists, causing personal care brands to direct their efforts towards these new strategies. Within this context, the objective of this research is to determine whether there is a relationship between influencers and the decision to purchase products in the personal care market through the social network Instagram, in Lima, the capital of Peru. The research is applied with a quantitative approach, correlational in scope and non-experimental in nature. The survey was used as a research technique and the questionnaire as a data collection instrument with Likert scale questions, to assess reliability a Cronbach's Alpha of 0.810 was obtained, the sample consisted of young people aged 18 to 25 years and the fieldwork was conducted through social networks. The results show a significant correlation between influencers and the decision to purchase personal care products, with a Spearman's Rho of 0.309. In addition, it was also revealed that 38% of the respondents considered that a large number of followers was not enough to determine the credibility of an influencer. Finally, it was possible to verify that the alternative hypotheses were accepted and that there is indeed a relationship between influencers and the purchase decision. It can be concluded that influencers are considered an important source of information, they determine the purchase decision in well-positioned companies and enterprises, but this depends a lot on the impact of their speech; it is also concluded that many speeches reduce their relevance because they do not feel sincere and show only the purpose of selling.

Experiential Marketing for Online Shopping Innovation: A Correlation in the Fashion Industry

The fashion industry is in a moment of change and innovation due to the growth of e-commerce and many companies have to adapt their physical stores to online stores. This is a great opportunity for the growth of female entrepreneurship as it highlights their ability in the sector. The present research work was carried out with the objective of determining the influence of experiential marketing in the online purchase decision in the field of fashion in people between 18 and 35 years of age in Metropolitan Lima. Throughout the study, information about experiential marketing is known, as well as the current situation of e-commerce in Peru and relevant information about the fashion industry in the country. This study was conducted with a quantitative approach and a non-experimental design of correlational scope. The study instrument was applied to a sample of people who met the established criteria. A probabilistic sampling was applied, the sample size was 384 people between the ages of 18 and 35 years, residents of Metropolitan Lima (capital of Peru), men and women, who are online buyers of fashion items; the collection of information was done through the Google Forms platform. The descriptive statistical analysis of the data was performed in the SPSS statistical program, in terms of inferential statistics, Spearman's Rho was applied to determine the relationship between both variables. The results show that the factors most valued by the respondents in relation to the experiential marketing variable are: tangibility, purchase experience and exclusivity of the product; and in terms of the purchase decision, the following stand out: available information, ease of use, trust and ease of exchange or returns. Finally, we conclude on the relationship between both variables knowing that experiential marketing is positively related to the online purchase decision. Thus, this research can contribute to those companies that do not apply experiential marketing by explaining the importance of creating strategies to influence the purchase decision in online sales channels.

Relationship marketing as an innovative strategy for customer loyalty in customized arrangements companies

Over the years, the use of relationship marketing has been linked to customer loyalty so that companies can reach their customers in an innovative and effective way; knowing first the market, their customers and the products or services they offer. Likewise, achieving a great customer-company bond, for this reason the main objective of the research is to determine if there is a significant relationship between relationship marketing with the process of customer loyalty in custom arrangements companies, the study has a quantitative design, cross-sectional and correlational type, a survey was developed to 380 people with probabilistic sampling, the population was defined for men and women in Lima, the capital of Peru, The dimensions recognized were customer retention, communication, endomarketing, customer experience, information and internal marketing. The results showed that the location of these companies is of utmost importance for customers, and that customers in this area are very demanding in their requirements; on the other hand, a large percentage agreed with the services offered in these businesses since a good relationship is established between customers and employees. Finally, customers indicated that there is post-purchase follow-up and that the company has well-trained workers. In conclusion, it was obtained that most of the customers like to buy in this type of personalized arrangements stores and that they like to receive advice, the statistical inference tests also conclude that there is a significant relationship between relationship marketing and customer loyalty, thus verifying the hypothesis raised in the research.

Influence of Family Functioning and Communication on Intimate Partner Violence in Female University Students who Migrated to Metropolitan Lima

Objective: To determine the influence of family functioning and family communication as predictors of intimate partner violence in female university students who migrated internally to Metropolitan Lima in Peru.
 
 Material And Methods: Cross-sectional and predictive study, developed in a sample of n=310 young women, with an average age of 21 years, selected by non-probabilistic convenience sampling. The Family Adaptability and Cohesion Evaluation Scale (FACES-IV), the Family Communication Scale (FCS) and the Woman Abuse Screening Tool (WAST) were used. Descriptive and inferential analyses were estimated for the relationship of variables, Pearson's coefficient and multiple linear regression to determine the prediction of intimate partner violence using SPSS v. 26.
 
 Results: We found significant inverse relationships between intimate partner violence and family communication, balanced cohesion, balanced flexibility and rigid flexibility. While the chaotic flexibility scale was directly related to intimate partner violence. Likewise, family communication and family functioning predict 13.1% of intimate partner violence, and as family communication increases, intimate partner violence decreases (β= -0.10; 95%CI: -0.16 to -0.03).
 
 Conclusion: Coming from families with balanced cohesion, rigid, balanced flexibility decrease the risk of being victims of intimate partner violence and dysfunctional family communication increases intimate partner violence predicting 13.1% of intimate partner violence. Further studies could increase the sample of rural and urban areas to confirm the approximation we report.