Citas bibligráficas
Requez, I., (2023). Las actividades de social media marketing en la intención de uso de plataformas de aprendizaje electrónico: Análisis multigrupo [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/669358
Requez, I., Las actividades de social media marketing en la intención de uso de plataformas de aprendizaje electrónico: Análisis multigrupo [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/669358
@misc{renati/408229,
title = "Las actividades de social media marketing en la intención de uso de plataformas de aprendizaje electrónico: Análisis multigrupo",
author = "Requez Cipriano, Ines Estefani",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
Technological advances have been key in the transformation of the education sector, thanks to e-learning platforms that have been growing in recent years, bringing a wide variety of personalized courses closer to people. In this regard, the present research aims to demonstrate that social media marketing activities on platforms of e-learning digital platforms, such as entertainment, interaction, trends, personalization, and advertising, influence electronic word-of-mouth and students' intention to use. Additionally, the mediating role of electronic word-of-mouth and the emphasis on the respondents' level of education are intended to be evaluated. For this purpose, a quantitative cross-sectional study was conducted based on a sample of 303 participants who were users of at least one e-learning platform. Structural equation modeling (SEM) was used to test the proposed model with the entire sample. The main results reveal the strong influence of social media activities on electronic word-of-mouth and students' intention to use. Finally, the multigroup analysis conducted by education level reveals that university and technical users show a stronger relationship between social media marketing activities and electronic word-of-mouth, as well as intention to use, attributed to their urgency to obtain the service, resulting in a greater reception of digital platform activities. On the other hand, the relationship between electronic word-of-mouth and intention to use is more significant for postgraduate users, indicating the importance of obtaining genuine perceptions from other users.
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