Citas bibligráficas
Temoche, J., Morante, C. (2022). La transformación digital y su relación con la competitividad de las agencias de medios en Lima Metropolitana en el 2021 [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/661199
Temoche, J., Morante, C. La transformación digital y su relación con la competitividad de las agencias de medios en Lima Metropolitana en el 2021 [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2022. http://hdl.handle.net/10757/661199
@misc{sunedu/4389075,
title = "La transformación digital y su relación con la competitividad de las agencias de medios en Lima Metropolitana en el 2021",
author = "Morante Viñas, Carla Carolina",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2022"
}
The purpose of this research is to determine the relationship of digital transformation in the competitiveness of media agencies in Metropolitan Lima in 2021. The results of the study can be applied in the advertising industry to generate greater competitiveness based on constant changes. digital technologies. For the development of this study, different backgrounds, theories and concepts will be detailed that will allow a broader perspective of the study variables and the industry to be investigated. The methodology used has a non-experimental and transversal design. For the quantitative approach, random Likert surveys were applied to agency workers. The research concluded that the factors of competitiveness have a direct relationship with the digital transformation among media agencies in Metropolitan Lima in 2021. The simple random sampling technique was through 255 respondents who work within the five most recognized agencies (GroupM, Havas Media, IPG Mediabrands, Carat and Publicis Group) in the advertising industry at the Metropolitan Lima level out of a total of 753 workers nationwide. . In relation to the non-parametric statistical tests of the Spearman's Rho Correlation Coefficient (Value = 0.610), it indicates that there is a positive correlation between both variables of the present study, digital transformation and competitiveness.
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