Citas bibligráficas
Guerrero, D., Peña, M. (2020). Relación del Engagement y el eWord of Mouth con la decisión de compra, a través de redes sociales en agencias de turismo en Lima - Perú [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653915
Guerrero, D., Peña, M. Relación del Engagement y el eWord of Mouth con la decisión de compra, a través de redes sociales en agencias de turismo en Lima - Perú [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/653915
@misc{renati/393012,
title = "Relación del Engagement y el eWord of Mouth con la decisión de compra, a través de redes sociales en agencias de turismo en Lima - Perú",
author = "Peña López, Mariana Patricia",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
Tourism agencies in Peru carry out digital marketing on their different social media accounts to generate interaction with users and be translated into a purchase of the service they offer. However, there is limited understanding of whether the efforts made by agencies have any influence on their public. Specifically, this study has analyzed whether there is a positive relationship between the engagement, the eWOM and the purchase decision, through the social networks of tourism agencies in Peru. For this reason, to verify the specific hypotheses throughout the study, the quantitative technique of the survey applied to 403 people was used. Through the results, all the hypotheses raised were validated and it was found that there is a positive influence between engagement, eWOM and the purchase decision. Finally, the results may contribute to the Lima tourism agencies having a better knowledge and management of their actions regarding marketing in social networks.
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