En la presente investigación se determina la influencia de los social media influencer en la decisión de compra de consumidores millennials de Arequipa-Perú, zona donde se percibe una gran aceptación de las redes sociales por parte de las nuevas generaciones. Para el desarrollo del presente estudio se aplicó un cuestionario de 54 preguntas a una muestra de 404 personas en el rango de 18 a 35 años que representan al segmento de millennials, los resultados mostraron una correlación de 0.595 positiva moderada obtenida a través del procesamiento de datos mediante el software Smart PLS en su versión 3.2.8.La investigación demostró que los social media influencer si tienen la capacidad de influir y generar una decisión de compra en los millennials de esta región, además el conocimiento de marca y la veracidad percibida del influencer son dos dimensiones que también contribuyen en la toma de decisiones de compra, en contraste

Nowadays, social media influencers are one of the most important assets of many businesses that originate purchase decisions. The relevance of this paper is determined by the fact that it tries to fill in the research gap of literature determining the factors that might influence the purchase decisions of millennial consumers based on the theories of the constructs. The purpose is to determine the impact of brand value on the credibility of influencers over the purchase decision. Therefore, 412 millennial consumers from the city of Arequipa, Peru, were surveyed through an online form provided by Google. Then, the validation and descriptive statistics were made on the program SPSS. Additionally, the inferential statistics using the software Smart PLS. The results show a positive, significant, and direct relationship between the credibility of influencers and customers’ purchase decisions. Moreover, this relationship increases through the brand value when incorporated into the model as a mediator variable, facilitating the decision of consumers. In conclusion, it was estimated that consumers feel even more confident when social media influencers transmit the message showing specific brand attributes. AcknowledgmentsThe authors thank the Universidad Nacional de San Agustin de Arequipa for its support in developing this project.The present study has been self-financed by the authors.

The present work responds to the need for literature on the incidence of interorganizational relations and the performance of new products in the context of tourist destinations. Specifically, the article analyzes the effect of market and technological dynamism on the relationship between interorganizational relations and the performance of new products in tourism companies. The empirical study is carried out on a sample of 300 companies located in Arequipa-Perú. Research results show that both innovativeness and technological dynamism enhance the link between interorganizational relationships and new product performance. Some theoretical implications for academics and also some practical implications for managers of tourism companies that carry out activities in the studied context are derived from the research.

Purpose The purpose of this study is to understand the moderating role of market dynamism in the relationship between organizational flexibility and pioneering behavior in tourism firms in Arequipa, Peru. This study aims to delve into the antecedents of pioneering orientation understood as a strategic stance that favors the creation and launch of new products in the market. Design/methodology/approach This empirical study involved the analysis, using partial least squares regression, of 306 surveys administered to mangers of tourism enterprises. Mediation has also been examined using the bootstrapping method. Findings The results show that organizational flexibility has a positive impact on pioneering behavior, while market dynamism positively mediates this relationship. Practical implications This work provides interesting theoretical and empirical contributions for the management of firms in the tourism sector. Firms should develop capabilities to reconfigure their processes and products to adequately implement and exploit innovations generated in their organizations. In addition, tourism enterprises should improve their performance by creating new products and/or services, aligned with changes in customers' purchasing and consumption habits. Originality/value This study aims to elaborate on the background of pioneering orientation understood as a strategic stance that favors the creation and launch of new products in the market. This study also proposes that market dynamism is a factor to be considered in improving this relationship.

The present investigation analyzes how the dynamism of the environment affect the relationship be-tween the capacity of adaptation and the pioneering behavior in the companies of the tourism sector in Peru. The empirical study was carried out in 238 tourist companies located in the cities of Lima, Arequipa and Cuzco considered as a cultural heritage of Perú. Regarding to the results achieved in the study, the proposed model allows detecting a direct, significant effect between the ability to adapt and pioneering behavior, whose relationship is accentuated through market dynamism and technological dynamism, and is weakened by competitive intensity. This work contributes to the ex-isting theory and demonstrates through practical application the linkage of the dimensions of the dy-namism of the environment as drivers of adaptive capacity in companies in the cultural tourism sec-tor that are necessary to obtain advantages for a behavior Pioneer in an existing competitive market.