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Canaza, Y., Torvisco, A., Angulo, H. (2024). Analysis of digital marketing and its effect on the positioning of Peruvian universities in 2023 [Universidad Continental]. https://hdl.handle.net/20.500.12394/16058
Canaza, Y., Torvisco, A., Angulo, H. Analysis of digital marketing and its effect on the positioning of Peruvian universities in 2023 []. PE: Universidad Continental; 2024. https://hdl.handle.net/20.500.12394/16058
@misc{renati/1092551,
title = "Analysis of digital marketing and its effect on the positioning of Peruvian universities in 2023",
author = "Angulo Bustinza, Harold Delfín",
publisher = "Universidad Continental",
year = "2024"
}
Title: Analysis of digital marketing and its effect on the positioning of Peruvian universities in 2023
Authors(s): Canaza Calsina, Yilda Lisset; Torvisco Becerra, Aldo Jeampiere; Angulo Bustinza, Harold Delfín
Advisor(s): Angulo Bustinza, Harold Delfín
Keywords: Marketing en Internet; Posicionamiento; Fidelización del cliente; Estrategias de marketing; Gestión de la calidad
OCDE field: https://purl.org/pe-repo/ocde/ford#5.02.04
Issue Date: 2024
Institution: Universidad Continental
Abstract: 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.
Link to repository: https://hdl.handle.net/20.500.12394/16058
Discipline: Administración y Negocios Internacionales
Grade or title grantor: Universidad Continental. Facultad de Ciencias de la Empresa.
Grade or title: Licenciado en Administración y Negocios Internacionales
Register date: 10-Dec-2024
This item is licensed under a Creative Commons License