Bibliographic citations
Paucar, M., Michilot, L., León, R., Chamorro, Arteaga, A. (2016). Crowdfunding como medio alternativo de financiamiento y su viabilidad aplicando el marketing digital en la región de Lima Metropolitana [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/622184
Paucar, M., Michilot, L., León, R., Chamorro, Arteaga, A. Crowdfunding como medio alternativo de financiamiento y su viabilidad aplicando el marketing digital en la región de Lima Metropolitana [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2016. http://hdl.handle.net/10757/622184
@misc{sunedu/3006356,
title = "Crowdfunding como medio alternativo de financiamiento y su viabilidad aplicando el marketing digital en la región de Lima Metropolitana",
author = "Arteaga Zubiate, Adriana Milagros",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2016"
}
This paper aims to demonstrate the viability of Crowdfunding through digital marketing in Metropolitan Lima, specifically in micro and small entrepreneurs and/or early stage entrepreneurship and its problematic and costly relationship with the financial system, lacking credit history. For this purpose, interviews with digital marketing specialists and with micro and small entrepreneurs of the various districts of Metropolitan Lima have been carried out, and then a survey applied to 384 MSEs in a random way, about their perceptions and opinions about digital marketing and the knowledge of the Crowdfunding. Finally, it is concluded that in Lima Metropolitana the viability of Crowdfunding through digital marketing would be given in situations where people are willing to finance projects, contribute money, have knowledge of Crowdfunding and have participated in collective financing; as well as those who have a negative opinion of the interest rates of the financial system. So also the feasibility of using digital marketing in MSEs is given by the time of navigation and in-depth knowledge of Facebook tools.
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