Journal of business and entrepreneurial studie

Artificial Intelligence Applied to Biometrics in Personalized Digital Marketing: A Systematic Review

Byron Oviedo Bayas — 2026-09-28

The objective of this research was to analyze, through a
systematic literature review, the integration of eye-
tracking, voice analysis, and physiological biometrics
technologies with artificial intelligence algorithms for the
personalization of experiences in digital marketing. The
PRISMA methodology guidelines were followed. Searches
were conducted in Scopus, Web of Science, SciELO, and
Google Scholar, using combinations of keywords and
Boolean operators. Open-access articles published in the
last five years were selected. Of the total identified (n =
8,068), after removing duplicates and screening via
automation and title/abstract, 174 full-text articles were
evaluated; ultimately, 13 studies met the eligibility criteria.
The findings showed that the integration of eye-tracking,
voice analysis, and biometrics with AI improves
segmentation, optimizes creativity, and enables the real-
time personalization of ads using physiological and
behavioral signals. This enhances both the user experience
and campaign efficiency. Furthermore, benefits were
identified in the prediction of attention, brand recognition,
and emotional engagement, along with the ethical and legal challenges related to the handling of biometric data. It is
concluded that the integration of biometric technologies
with AI yields favorable results for the hyper-
personalization of the digital marketing experience;
facilitates the prediction of attention patterns and brand
recognition; and increases customers’ perception of trust
and the emotional effectiveness of campaigns. The study
stands out by framing the impact of these technologies on
emotional personalization, an aspect rarely addressed in
previous reviews. Furthermore, it proposes a critical-
ethical approach that opens new lines of research on trust
and regulation in neuromarketing.

Innovation in the business sector through government policies as a strategic opportunity in Ecuador

Fanny Graciela Egas Moreno — 2026-09-28

La innovación se ha convertido en un elemento estratégico para la competitividad y el desarrollo sostenible de las naciones. Sin embargo, persisten limitaciones estructurales en América Latina, incluyendo la baja inversión en investigación y desarrollo, la dependencia tecnológica y la discontinuidad institucional, factores que restringen la consolidación de ecosistemas de innovación estables. Ecuador refleja agudamente estas tensiones: a pesar de contar con marcos legales y programas como InnovaEcuador, su impacto se ha visto limitado por la falta de financiamiento y coordinación interinstitucional. El objetivo de este artículo fue analizar documentos y políticas gubernamentales relacionadas con la innovación en el sector empresarial para identificar áreas prioritarias de acción y oportunidades estratégicas para fortalecer el ecosistema de innovación en Ecuador. Se utilizó un diseño documental cualitativo, descriptivo-analítico, basado en una revisión sistemática de regulaciones nacionales, informes de organizaciones internacionales y

Literatura científica reciente. El análisis incluyó la construcción de tablas comparativas, mapas de calor y redes semánticas, lo que permitió organizar la información en tres niveles: global, regional y nacional. Los resultados muestran que las principales debilidades se concentran en las dimensiones institucional y económica, mientras que las oportunidades más prometedoras se encuentran en los ámbitos empresariales y socioambientales. Se concluye que Ecuador necesita políticas articulares a largo plazo, con mecanismos sostenidos de financiamiento y coordinación entre el Estado, la academia y el sector empresarial, para transformar la innovación en un motor efectivo de competitividad, inclusión y sostenibilidad.

Management of Quality Costs and Their Relationship to Competitiveness and Operational Efficiency in Manufacturing Companies in Azogues, Ecuador

Giovanny Javier Yumbla Sigua — 2026-09-28

Quality cost management is a key factor in understanding the performance of manufacturing firms. The aim of this paper was to analyse the relationship between quality cost management, competitiveness and operational efficiency in manufacturing firms in Azogues, Ecuador. A predominantly quantitative, non-experimental and correlational study was carried out, using a probabilistic sample of 80 firms. Data were collected via a questionnaire and supplemented by a semi-structured interview. The results showed a predominance of micro-enterprises, the presence of continuous improvement practices, production control and favourable levels of customer satisfaction. Prevention and evaluation were positively correlated with competitiveness and operational efficiency, with a Spearman’s rho of 0.816 and p < 0.001. A significant association was also observed using the chi-square test, with a Cramer’s V of 0.520. It was concluded that a higher prevalence of preventive and evaluation practices was associated with better business performance in Azogues. Management of quality costs and their relationship with competitiveness and operational efficiency in manufacturing companies in Azogues, Ecuador

Young People's Willingness to Pay for Healthy and Functional Products: An Analysis of Their Choice Preferences

Mery Katty Barzola Jiménez — 2026-09-28

In recent decades, the desire to lead a fuller and healthier life has transformed eating habits, prompting consumers to carefully examine their nutritional choices. People are no longer simply seeking to satisfy their hunger but also to nourish their bodies responsibly, thus showing a preference for foods that have a positive impact on health and the environment. This study aims to analyze the relationship between young people’s food preferences and their willingness to pay for healthy products compared to conventional options, as well as the factors that influence their decision-making. The study employed a quantitative approach using a questionnaire carefully designed to address the research objectives. A total of 150 students volunteered to participate, and surveys were administered both online and in person. Participants received an introduction to the topic and the research objectives to ensure the study’s validity. The results showed that purchasing decisions are strongly influenced by visual and informational elements of the products, with students associating healthy eating with detailed nutritional information, packaging design, and attributes such as the absence of preservatives or local origin. There is a clear willingness to incorporate healthy products into their daily diet, driven by perceived benefits for personal health and nutritional knowledge. Although they view these products positively, price remains a determining factor, with students showing price elasticity for a small premium at most -especially for frequently consumed products- thereby maintaining a balance between wellness aspirations and financial constraints.