このアイテムの引用には次の識別子を使用してください: https://hdl.handle.net/20.500.12394/16058
タイトル: Analysis of digital marketing and its effect on the positioning of Peruvian universities in 2023
著者: Canaza Calsina, Yilda Lisset
Torvisco Becerra, Aldo Jeampiere
Angulo Bustinza, Harold Delfín
metadata.dc.contributor.advisor: Angulo Bustinza, Harold Delfín
キーワード: Marketing en Internet
Posicionamiento
Fidelización del cliente
Estrategias de marketing
Gestión de la calidad
出版者: Universidad Continental
発行日: 2024
metadata.dc.date.available: 10-12月-2024
引用: Canaza, Y., Torvisco, A. y Angulo, H. (2024). Analysis of digital marketing and its effect on the positioning of Peruvian universities in 2023. Tesis para optar el título profesional de Licenciado en Administración y Negocios Internacionales, Escuela Académico Profesional de Administración y Negocios Internacionales, Universidad Continental, Arequipa, Perú.
metadata.dc.identifier.doi: https://doi.org/10.14349/sumneg/2024.V15.N33.A5
抄録: Introduction/Objective: Any change and strategic advertising and/or commercial plan- ning carried out by means of digital media is called digital marketing, which helps uni- versities to position themselves, which is why Peruvian universities create and share relevant content on digital platforms. The objective of this study is to determine how digital marketing affects the positioning of Peruvian universities. Methodology: A quantitative approach and a deductive, non-experimental research de- sign were used. A survey instrument was applied to 433 students studying at the Uni- versidad Continental (located in Arequipa, Cusco, Huancayo, and Lima), and the Partial Least Squares Structural Equation Modelling (PLS-SEM) model was used, a multivariate statistical method for analysing the independent variable of digital marketing and the dependent variable of positioning. Results: The study found that the variation in units of Customer Acquisition, Customer Conversion, and Content Distribution generates a variation in positioning of 0.36, 0.24, and 0.20 units, respectively. Conclusions: Customer Acquisition is the most determining factor for positioning, fol- lowed by Conversion and, finally, Content Distribution. Additionally, it is established that Customer Acquisition primarily impacts the Service level, while Content Distribution has a greater influence on the Staff level.
metadata.dc.relation: https://revistasumadenegocios.konradlorenz.edu.co/vol15-num-33-2024-analysis-of-digital-marketing-and-its-effect-on-the-positioning-of-peruvian-universities-in-2023/
Extension: p. 119-129
metadata.dc.rights.accessRights: Acceso abierto
metadata.dc.source: Universidad Continental
Repositorio Institucional - Continental
出現コレクション:Tesis

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