By: Joycelyn P. Ituriaga
Dong Nai, Vietnam, October 13–14, 2025
The University of the Cordilleras College of Business Administration (UC CBA) proudly congratulates Mr. Gabriel R. De Guzman, Program Chair, for being awarded Best Paper Presenter in the Marketing Management Track at the 5th International Research Conference organized by the Philippine Association of Collegiate Schools of Business (PACSB) in partnership with Dong Nai Technology University, Vietnam.
This recognition is a testament to Mr. De Guzman’s dedication to research excellence and innovation. Reflecting on the award, he shared that it felt “truly amazing and fulfilling,” especially since the recognition was received at an international conference abroad. He admitted that he was genuinely hoping for this outcome, not only for himself but to bring pride to his colleagues and department. Upon hearing the result, his immediate reaction was a deep sense of achievement and pride.
An Enriching International Experience
Participating in the conference was a memorable and enriching experience. Mr. De Guzman had the opportunity to tour Dong Nai Technology University, observe its academic environment and culture, and engage with international researchers. These interactions allowed him to exchange ideas, gain exposure to diverse perspectives, and learn about different research practices, further broadening his academic horizons.
Research Spotlight: AI and Sustainability
His award-winning paper, “The Influence of AI-Driven Digital Marketing by Local Brands on Fostering Sustainability Intentions,” was inspired by his desire to integrate artificial intelligence into marketing research. AI is both a University initiative and a growing industry trend, making the topic timely and relevant.
Mr. De Guzman emphasized that AI-driven digital marketing is vital for local brands today because it helps them better understand customers, personalize communication, and make informed decisions. It enables smaller brands to compete more effectively while using resources efficiently. His research highlights how AI-driven marketing can foster sustainability intentions by promoting transparency, responsible messaging, and informed consumer choices. It also provides guidance for businesses on how to communicate sustainability initiatives more effectively and ethically.
One of the most impactful findings of the study is that AI-driven digital marketing can positively influence sustainability intentions. However, the research also revealed that consumers are increasingly aware of greenwashing, underscoring the need for sincerity and responsibility in how companies present their sustainability efforts.
Challenges and Learnings
The journey was not without challenges. Time was the greatest hurdle, as Mr. De Guzman submitted his paper on the final day of the deadline. He overcame this by focusing intensely and carefully finalizing the research despite the limited time. Preparing for the presentation was equally demanding; he began reviewing his material while traveling to Vietnam, spending hours on the plane and continuing his preparation until the day before the presentation.
From this experience, he learned that research could feel like a “love-hate relationship”, technical and challenging at times, but ultimately rewarding. He stressed the importance of knowing one’s market and niche, as choosing a unique and relevant topic makes a strong difference in standing out.
Future Directions
Looking ahead, Mr. De Guzman plans to expand his study to a wider audience and explore its application across different contexts and industries. While there are no specific projects yet, he believes this research opens doors for future collaborations in AI, digital marketing, and sustainability.
Advice and Inspiration
To aspiring researchers, Mr. De Guzman offers encouragement: “Give it a try. Start with a research idea, work on it seriously, and seek available funding or support.” He expressed gratitude to his colleagues who shared and contributed to his journey, making the achievement possible.
On the future of AI, he sees its role continuing to grow, not only in marketing but across many disciplines. Its ability to support data-driven decisions and efficient processes, he believes, will greatly advance sustainability efforts in the years to come.
Supporting Global Goals for Sustainable Development
Mr. De Guzman’s recognition as Best Paper Presenter also reflects the University of the Cordilleras College of Business Administration’s commitment to advancing the United Nations Sustainable Development Goals (SDGs). His scholarly work contributes directly to Quality Education (SDG 4) by enhancing research and academic excellence, particularly in the fields of marketing and sustainability. By integrating artificial intelligence into marketing strategies, his study strengthens Industry, Innovation, and Infrastructure (SDG 9), showcasing how research and innovation can shape consumer behavior and support business competitiveness.
The research further promotes Responsible Consumption and Production (SDG 12) by raising awareness of sustainable lifestyles and encouraging businesses to adopt transparent and ethical marketing practices. At the same time, Mr. De Guzman’s participation in an international conference organized by PACSB and Dong Nai Technology University exemplifies Partnerships for the Goals (SDG 17), highlighting the importance of global cooperation, knowledge exchange, and collaboration in achieving sustainable development.
Through this achievement, UC CBA demonstrates how academic excellence, innovation, and international engagement can collectively drive progress toward global goals, reinforcing its role as a leader in shaping responsible and future-ready business professionals.
A Message of Excellence
Mr. De Guzman’s achievement reflects UC CBA’s dedication to academic excellence, research innovation, and global engagement. His work not only advances marketing knowledge but also reinforces the college’s mission to shape responsible, future-ready business leaders.
The UC College of Business Administration celebrates this milestone and encourages faculty and students to continue pursuing research that drives meaningful impact in society, strengthens sustainability, and elevates the institution’s global presence.
Facebook Post by Gabriel R. De Guzman
Photo and Layout by: Gabriel R. De Guzman
