Álvaro René Pérez González is a research professor at the Universidad de las Fuerzas Armadas ESPE (Ecuador). He obtained his Bachelor’s degree in Marketing Engineering in 2010 and his Master’s degree in Marketing in 2014 from the same institution, as well as a Master’s degree in Neuromarketing in 2018 from the University of Barcelona (Spain). His professional experience includes management roles in textile sales and distribution, serving as a marketing manager, and more than 10 years of academic experience teaching undergraduate and graduate programs. His current research interests focus on digital marketing, artificial intelligence applied to marketing, consumer behavior, and neuromarketing, areas in which he has developed projects related to innovation and data analysis. He has participated in national and international academic conferences and in the training of future marketing professionals. He is an active member of academic communities related to marketing and social sciences research