• Application of digital technologies: the case of virtual Masses

  Hidalgo-Díaz, Pedro; Noborikawa-Ajito, André; Valdivia-Marquina, Mario; Vega-Holguin, Diego; Tomás-Rojas, Ambrosio; Gallardo-Echenique, Eliana (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)

  In times of adversity, such as the recent COVID-19 pandemic, the bishops and priests of the Peruvian Catholic Church took on the task of transmitting Masses through digital environments. The aim of this study is to measure the reception that the transmission of the “virtual” Mass reached among the Catholic faithful of Lima and the evaluation of this experience. Its approach was quantitative with a correlational design. The online questionnaire “Experience of the Mass during the pandemic” was applied to identify the way in which 836 Catholic faithful from Lima have lived the experience of the transmission of “virtual” Masses. The findings showed that the use of technology and virtual media for religious practice is valued differently, with women being more religious than men. It was observed that young people have a greater understanding of the inequality between “face-to-face Mass” and “virtual Mass”.

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• Between Invasion and Excitement: Decoding YouTube Advertising Tolerance among Lima’s Youth

  Ramos, Rodrigo; Arbaiza, Francisco (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)

  This study explored the attitudes of young urban consumers (18-28 years old) in Metropolitan Lima towards advertising saturation on YouTube. Aligning with the increasing interaction between brands and consumers on social networks, and how this impacts advertising effectiveness and purchase behavior, the research applied a qualitative interpretive paradigm, using a phenomenological design. In-depth interviews were conducted to gain detailed insights into perceptions of invasive advertising and receptivity towards short ads with high emotional content and artistic quality. This phenomenological approach revealed a tendency toward a preference for advertising that resonates emotionally and is aesthetically pleasing, despite a widespread resistance to excessive ads. The findings suggest that brands could benefit from advertising strategies that emphasize personalization and emotional connection to increase acceptance among young consumers.

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• Age, Empowerment and TikTok: Redefining the Image of Older Women in the Digital Space

  Castro-Bernardini, María José; Arbaiza, Francisco; Saavedra, Giancarlo (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)

  This study analyzes the representation and participation of older women on TikTok, an emerging social platform. Through a thorough content analysis of selected videos and profiles, it addresses how these women are challenging conventional media representations. The research details their participation in activities such as dances and challenges, which contradicts traditional perceptions of obsolescence and conformity to domestic roles. The findings reveal a meaningful and creative participation of older women, redefining their image in the digital context. This shift not only disproves common stereotypes, but also suggests a change in the societal perception of this demographic. This study contributes to a deeper understanding of the agency and vitality of older women in social networks, offering valuable insights for future research in advertising communication and media studies.

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• Transmedia narrative and representation of the gamer to generate emotional connection: Pepsi Case

  Pardo-Price, Aaron; Castro-Bernardini, María José (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)

  The study analyzes the perception of young gamers (18-28 years old) in the district of San Miguel (Lima, Peru) about the emotional connection in the representation of video gamers, focusing on Pepsi’s “1 Slurp = 1 Blue” campaign. Using a qualitative case study approach, three categories are explored: transmedia narrative, gamers’ representation and emotional connection. This allows for a more direct and personalized experience, challenging negative stereotypes about gamers. The key role of music and sound in video games in intensifying the emotional user experience is highlighted. The findings suggest that the campaign succeeds in authentically representing video gamers, building a strong emotional connection through interactive challenges, inclusion of local influencers and diverse representation. It effectively captured the preferences and needs of the target audience, maintaining authenticity and building a genuine emotional connection with the audience.

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• Challenges for communication managers: artificial intelligence and reputation management

  Olivos-Farfán, Gabriela; Guillén-Arruda, Claudia; Chávez-Chuquimango, María (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)

  The present study analyzes the challenges faced by communication managers in strategically managing their clients’ reputations in an environment where artificial intelligence (AI) and Deepfakes are on the rise. A qualitative approach with an ethnographic design is employed. Semi-structured interviews are applied with ten directors of communication agencies in Lima, Peru. For the analysis of results, a thematic analysis was developed to understand in depth their perspectives, strategies and challenges in relation to reputation management in the face of the propagation of AI-generated content. As a result, there is evidence of a lack of planning to address the emerging problem due to the lack of specific cases linked to Deepfakes, which has limited the preparation for possible crises, highlighting the need to anticipate potential scenarios for an effective response. Risks and challenges are identified, highlighting the importance of a solid reputation for clients and the management of a crisis plan.

  Acceso abierto
• Is the “Virtual Mass” here to stay?

  Hidalgo-Díaz, Pedro; Noborikawa-Ajito, André; Valdivia-Marquina, Mario; Vega-Holguin, Diego; Chávez-Chuquimango, María; Gallardo-Echenique, Eliana (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)

  This study aimed to analyze the reception of the transmission of the “virtual mass” among the Catholic faithful in Lima. It was positioned in the qualitative phenomenological paradigm. An online questionnaire was conducted with 1,235 Catholic faithful from the city of Lima (Peru). Some faithful considered the advantages of the “virtual mass” to be its greater reach, saving time and money, and the possibility of seeing the celebration repeatedly, among others. The disadvantages indicated were idleness, laziness, lack of commitment, the possibility of distraction, and the absence of community. The majority of participants considered that the “virtual mass” is not equivalent to the in-person celebration.

  Acceso abierto
• Web Application for Early Cataract Detection Using a Deep Learning Cloud Service

  Galindo-Vilca, Fatima Dayana; Astorayme-Garcia, Fredy Daniel; Aliaga-Cerna, Esther (Springer Science and Business Media Deutschland GmbH, 2024-01-01)

  Cataracts are a degenerative disease that causes opacity in the crystalline lens. They represent one of the leading causes of blindness worldwide, making early detection crucial to prevent severe damage to patients. Current studies on cataract detection face limitations, particularly due to the high cost of imaging devices and their limited accessibility for users. In this study, we propose a web application that utilizes a Deep Learning service to analyze fundus images and provide a cataract diagnosis. This application aims to assist healthcare personnel in medical centers lacking specialist ophthalmologists or facing limited resources for cataract diagnosis. We designed the physical architecture of the application using Azure services, enabling its deployment and operation in the cloud. Azure Custom Vision facilitated the training of our model with a dataset of 1446 fundus images, encompassing both cataract and non-cataract cases. Subsequently, we implemented the web application using React.js and Express.js technologies, integrating the Deep Learning model to perform diagnoses through the web interface. The results demonstrated that the model achieved sensitivity, specificity, precision, and accuracy levels exceeding 90%, showcasing that our proposed tool allows for reliable initial cataract diagnoses in patients without the need for high-cost equipment.

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• Mobile Application for Calorie Control Using Machine Learning

  Huamani-Tito, Kelly Rocio; Huaman-La Cruz, Gerardo Francisco; Herrera-Trujillo, Emilio Antonio (Springer Science and Business Media Deutschland GmbH, 2024-01-01)

  Overweight is a serious problem in Peru, and compliance with a healthy and balanced diet is essential for its management. Despite the existence of different types of diets and meal plans, people still find it difficult to comply with the treatment. Also, lack of access to adequate nutritional information and lack of follow-up in implementing a low-calorie diet can demotivate people and reduce the effectiveness of the process. To reduce this problem, a mobile application is presented that allows the control of the caloric intake of food, based on food suggestions using Machine Learning. For this purpose, the Support Vector Machine algorithm is applied to train a model that recommends personalized food to users according to their preferences. This is how the application allows users to easily access personalized food recommendations by analyzing their preferences and caloric needs individually. As a result, it has achieved a Percentage of Caloric Recommendation Satisfaction of 90.5%, a Percentage of Accepted Recommendations of 94.2%, and a Percentage of Usage Satisfaction of 92.6%. These results support its effectiveness and ease of use. It is expected that this proposal will have a positive impact on the fight against overweight in Peru.

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• Predictive Model for Accurate Horticultural Product Pricing Using Machine Learning

  Suclle Surco, Davis Alessandro; Assereto Huamani, Andres Antonio; Herrera-Trujillo, Emilio Antonio (Springer Science and Business Media Deutschland GmbH, 2024-01-01)

  The trade of horticultural products is a crucial sector in the local economy of Lima, Peru. Microenterprises dedicated to this activity face various challenges, including demand volatility. This volatility can decrease the likelihood of generating profits and impact the stability of the business, primarily due to the challenges associated with adjusting selling prices. To address this issue, our proposal is based on implementing the XGBoost algorithm, which has the capability to handle heterogeneous data and variables of different types. This algorithm leverages historical data to provide accurate and up-to-date price recommendations for horticultural products. This, in turn, enables micro-entrepreneurs to make informed decisions when setting prices, thereby achieving expected benefits and enhancing their competitiveness. The integration of our project with microenterprises in Lima has the potential to mitigate the risk of economic losses by offering greater accuracy in predicting future market prices. Through the development of our project, we have achieved a high level of accuracy in forecasting future prices, reaching a minimum of 90% when compared to actual prices.

  Acceso restringido temporalmente
• Connectivity between the volatility of green and non-green bond markets with international markets

  Gálvez-Gamboa, Francisco; Muñoz-Henríquez, Erik; Sánchez-Dávila, Elmer (Universidad Icesi, 2024-01-01)

  This research paper analyzes the spillover effects of volatility between the U. S. green and non-green bond markets with international market volatility between 2018 and 2023. The empirical work used time and frequency domain methodology to analyze the connectivity in the short, medium, and long term. The results demonstrate that both green and non-green bond markets are recipients of volatility, although green bonds receive volatility to a lesser extent than traditional bonds. Despite this, traditional bonds become recipients of volatility during periods such as the COVID-19 pandemic, while green bonds experience volatility reception during the Russia-Ukraine conflict period.

  Acceso abierto
• Conversational AI-Based Technological Solution for Intelligent Customer Service

  Chumpitaz Terry, Alessandro; Yanqui Huarocc, Liliana; Burga-Durango, Daniel (Springer Science and Business Media Deutschland GmbH, 2024-01-01)

  Virtual assistants are used to complement user navigation and experience through e-commerce platforms and online services. Several studies show that customer experience is significantly improved when virtual assistants exhibit human-like attention and provide personalized recommendations tailored to individual preferences and needs. To achieve this, the assistant can make use of Natural Language Processing, which enables understanding of human language along with responses. This study develops a virtual assistant focused on conversational AI which is implemented in a poultry retail’s website to improve customer experience. To validate the benefits of the implementation, we collected feedback from a group of 58 customers in the city of Lima that interacted with the virtual assistant. In this way, results showed that the virtual assistant generated a positive impact on customer service with an average of 83.66% across dimensions such as usability, functionality, and customer satisfaction.

  Acceso restringido temporalmente
• Abjection, gender violence and andean gothic in ‘Sangre coagulada’, by Mónica Ojeda

  Leonardo-Loayza, Richard (Eduem - Editora da Universidade Estadual de Maringa, 2024-01-01)

  The article analyzes ‘Coagulated blood’ (2020) by Mónica Ojeda. It is intended to demonstrate that in said text a complaint is presented against the violence suffered by women, but also, the capacity of the latter to face such violence. Ojeda tells the story of a disabled teenager, who was the victim of a sexual assault and is disowned by the rest of the town due to her strange behavior and because her grandmother performs abortions. In this context, the story shows how the adolescent, who is considered abject (Kristeva), develops the capacity for agency (Sen), thanks to the affidamento (Milan Women's Bookstore) that she achieves by living with her grandmother. By virtue of the above, La Ranita, as the girl is called, learns to face the people who try to attack her and her family. To tell the story, Mónica Ojeda appeals to andean gothic, an aesthetic that uses andean magical mythical references as a substrate.

  Acceso abierto
• Virtual Assistant for the Registration of Clinical Histories Using Natural Language Processing in the Health Sector

  Campos, Alexis; Suarez, Bradd; Mansilla, Juan Pablo (Springer Science and Business Media Deutschland GmbH, 2024-01-01)

  Medicine has evolved over time, utilizing technology to automate its relevant processes and expedite healthcare delivery. A notable example is electronic medical records, which would facilitate a doctor’s task when recording them, as it often becomes cumbersome and involves wasted time. However, many healthcare specialists with a higher age demographic find it challenging to adapt to digital or virtual environments for the completion of these medical records, which would streamline their documentation. Therefore, the focus of this present study is on a virtual assistant that, employing natural language processing, will serve the purpose of resolving the described problem, all through voice commands. The system was validated through a testing scenario with a sample of thirty users, using a success indicator that measures the percentage reduction in the time required to complete a medical history. Consequently, an average reduction of 54.1% in the time required for medical history recording was achieved. Additionally, 70% of the participants perceived that the virtual assistant would contribute to the optimization of medical history recording. Likewise, 80% considered the user interface to be pleasant and intuitive.

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• Computational creativity issues in generative design and digital fabrication of complex 3D meshes

  Roncoroni, Umberto Luigi; Crousse de Vallongue, Veronica; Centurion Bolaños, Octavio (SAGE Publications Inc., 2024-01-01)

  This article describes generative algorithms and Digital Fabrication techniques with organic materials to create complex 3D objects for industrial design, sculpture, and architecture. Experimental artistic production using these algorithms concluded with a solution based on programmable meshes, which use identifiers to control the topological characteristics of vertices during the modeling process. On the other hand, the hybridization of analog and digital techniques was explored through fabrication. Comparing artistic production and hybrid techniques with generative AI, we will discuss topics of Computational Creativity in art, industrial design, and architecture. The programmable meshes solution, combined with hybrid fabrication processes, enables an incredible variety of complex forms, stimulates artistic creativity, and provides flexible feedback to bypass some Digital Fabrication issues. Our findings also elucidate the importance of original technology development and cultural identity in fostering creative and culturally inclusive technologies for art and education.

  Acceso restringido temporalmente
• Emotions in Advertising and Their Connection to Consumers

  Rocha-Vilca, Liliana; Sánchez-Flores, Miguel; Gallardo-Echenique, Eliana (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)

  This study aimed to analyze the reception of the transmission of the “virtual mass” among the Catholic faithful in Lima. It was positioned in the qualitative phenomenological paradigm. An online questionnaire was conducted with 1,235 Catholic faithful from the city of Lima (Peru). Some faithful considered the advantages of the “virtual mass” to be its greater reach, saving time and money, and the possibility of seeing the celebration repeatedly, among others. The disadvantages indicated were idleness, laziness, lack of commitment, the possibility of distraction, and the absence of community. The majority of participants considered that the “virtual mass” is not equivalent to the in-person celebration.

  Acceso restringido temporalmente
• Key Pillars in Storytelling to Generate Emotional Branding

  Mera-Reategui, Adriana; Gallardo-Echenique, Eliana (Springer Science and Business Media Deutschland GmbH, 2024-01-01)

  Emotions are important when it comes to creating strong and lasting bonds between the target and the brands; therefore, storytelling and emotional branding need to be part of marketing strategies. This study aims to identify which emotions and which pillars are key in the storytelling of the spot “Amarás, única como tu pelo y tu Perú” (Amaras, unique as your hair and your Peru) to generate emotional branding. This research is located within the phenomenological paradigm with a qualitative methodology. The sampling technique was for convenience. Twenty-one female psychology students from Federico Villarreal Public University (UNFV), with ages ranging from 22 to 26. The emotions conveyed by the participants were joy, pride in being Peruvian, curiosity, strength, surprise, motivation, nostalgia, sensitivity and calmness. In terms of emotional branding, three key pillars that helped to attain an emotional connection with the students were identified. Three key pillars were identified for the students to achieve closeness with the brand: customer experience, brand authentic self, and warm glow. As a conclusion, the brand's storytelling evokes positive emotions in the students and identifies them as Peruvian.

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• Uses and Gratifications of Consuming ‘Yo soy Betty, la fea’ from a Female Perspective

  Calle-Urbina, Ornella; Vite-León, Victor Omar; Poggi-Parodi, Christiana (Springer Science and Business Media Deutschland GmbH, 2024-01-01)

  This study delves into the realm of marketing by examining the uses and gratifications of ‘Yo soy Betty, la fea’ from a female perspective, given its status as Netflix Peru's top show for 54 weeks. The primary objective is to identify the needs it fulfills for young women and analyze the gratifications it provides. The methodology employed is qualitative, involving data collection through semi-structured interviews with 20 female consumers of the series, subsequently coded using ‘Atlas.ti’. The results of this study reveal that ‘Yo soy Betty, la fea’ effectively caters to a diverse array of marketing needs within its audience. The cognitive need strengthens the understanding of the plot. The affective need enables emotional connections with characters and situations. The social integration need is fulfilled through interaction with family and friends during viewing. The need for recreation relieves tension, with some individuals watching up to 20 episodes a day in their leisure time. The need for personal integration is reflected in active participation on social media, sharing content, and maintaining a certain social status. The emotional resonance, viewer dedication, and active social media engagement around ‘Yo soy Betty, la fea’ present opportunities for marketing campaigns to boost viewer attachment, tap into leisure interests, and harness influencer partnerships for content-related social status enhancement. This study aims to uncover the marketing dynamics driving the sustained popularity of ‘Yo soy Betty, la fea’ while also advancing the application of the uses and gratifications theory in marketing-oriented audience research.

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• Enterprise Architecture Model for the Mortgage Loan Lending Process in a Financial Institution Using TOGAF

  Flores-Chavez, Oscar Alonso; Falen-Salazar, Andrei Alonso; Herrera-Trujillo, Emilio Antonio (Springer Science and Business Media Deutschland GmbH, 2024-01-01)

  Mortgage loans in financial institutions have evolved thanks to digital transformation, employing emerging technologies to streamline their processes, enhance customer service, and improve the customer experience. This research presents an enterprise architecture considering the development of its three domains: business, applications, and technology, for the financial institution under study. Additionally, we present technological solutions to manage customer verification, pre-qualification, credit assessment, and property evaluation. The proposal and its technological solutions include the enhancement of the mortgage loan lending process in terms of management, reduction of manual tasks, in-person activities at branches, and document submission for credit and property evaluation. In this regard, we use TOGAF and its ADM development methodology. Finally, the model was evaluated based on 5 dimensions with a panel of experts using the Delphi technique, resulting in a 94% acceptance level and a total of 17 items that achieved a high level of consensus. This indicates that the implementation of the model will help optimize the mortgage loan process.

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• Process Architecture for the Integration of Outpatient, Hospitalization and Emergency Services in Level III Hospitals in Peru

  Albornoz, Miguel; Ranilla, Caroline; Mauricio, David; Burga-Durango, Daniel (Springer Science and Business Media Deutschland GmbH, 2024-01-01)

  Peru has a fragmented health system, which limits access to its health services because the people seeking medical services can only be treated in specified health centers that are determined by their health insurance. Additionally, this causes each health provider to count and manage their processes and information in an isolated and independent manner. In the Peruvian case, this generates an overload in public health services, since, of the 83.3% of insured nationwide, 73.1% belong to the public sector. Therefore, a process architecture is presented, based on the Zachman framework, that integrates the processes of health services (outpatient, hospitalization and emergencies), as well as an Information Technology (IT) process that supports them. The architecture aims to ensure that level III hospitals in Peru have standardized processes and information, as well as to guarantee their application regardless of the hospital regime. The processes were designed based on information from two Peruvian level III hospitals, belonging to the Sistema Integrado de Salud (SIS) and Seguro Social de Salud (EsSalud). A time simulation of the current processes and those proposed by the architecture, show an average improvement percentage of 69% in the outpatient process, 27% in emergencies and 7% in hospitalization. In addition, an expert judgment was made obtaining a very high assessment on the usefulness of the architecture.

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• 

  Psychometric evidence of the Implicit Theories of Intelligence Scale (ITIS) in Peruvian university students

  Correa-Rojas, Jossué; Grimaldo, Mirian; Marcelo-Torres, Y. Estefani (Centro Interamericano de Investigaciones Psicologicas y Ciencias Afines, 2024-01-01)

  Intelligence is a psychological attribute that has been related to academic performance (Ayoub et al., 2022) and creativity in university students (Sánchez-Cid et al., 2018). In this sense, Dweck et al. (1995) remarked the importance of self-theories or self-perception about one's own intellectual capacity and the belief of whether it can be modifiable, for the achievement and academic success in higher education students. According to Sternberg (1985) theories explaining intelligence have been organized into two categories: implicit and explicit. Implicit theories refer to particular and personal beliefs based on experience and explicit theories emphasize the biological component and the conception of multiple intelligences. In other words, implicit theories of intelligence constitute a self-perception about one's own intellectual capacities. In this regard, studies have demonstrated their importance in the educational field, as they are related to motivation, academic performance and general well-being; however, despite the fact that empirical evidence has demonstrated the importance of implicit theories of intelligence in the field of higher education (Costa & Faria, 2018), in Peru there is no valid and reliable measure to fill the existing knowledge gap on this subject. Therefore, the main purpose of this research was to analyze the psychometric evidence of the Implicit Theories of Intelligence Scale (ITIS) (Dweck, et al., 1999). The study is framed in an instrumental design, for which 1319 university students were selected, through a non-probabilistic sampling, with the average age of the participants being 20 years old, most of them being women (57.1 %). Initially, the ITIS statements were translated into Spanish, the relevance of the linguistic adaptation was reviewed through the back translation procedure recommended by the International Test Commission (2005). Then, the version translated into Spanish was applied on a sample of 319 participants with whose data the Exploratory Factor Analysis (EFA) was performed, the results showed that the translated version replicates the structure originally proposed by Dweck et al. (1995). Subsequently, on a sample of 1000 participants, this two-dimensional structure was corroborated in which the Entity Theory (ET) and the Incremental Theory (IT) were differentiated. A Confirmatory Factor Analysis (CFA) was carried out with the method of unweighted least squares with mean and variance adjusted (WLSMV). The results showed that of the three models tested (Model 1, original model; Model 2, with correlated errors; Model 3, reduced version) the second model in which errors are established between items 1 and 2 and 7 and 8 is the one with the best fit indices (CFI = .993; TLI = .987; RMSEA = .047 [.027 - .068]); also, its internal structure is solvent and invariant according to sex. On the same sample (n = 100), validity was analyzed in relation to other constructs and it was determined that the TE is negatively related to Consistency of Interest (CI), Academic Self-Efficacy (AA) and Dispositional Optimism (OD), while the TI is positively related to Perseverance Effort (PE), AA and OD. The reliability of the ITIS was determined by internal consistency, both factors reported optimal omegas coefficients (TE, ω = .786; TI, ω = .741); in addition, the measure showed temporal stability in its scores after two weeks with respect to the first application (CCI = .751 for TE and CCI = .761 for TI). In sum, the ITIS is a measure that presents adequate evidence of validity and reliability in Peruvian university students; its scores are consistent, interpretable and invariant according to sex.

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