Generadores e impulsores del marketing boca a boca en un programa de educación superior

Generators and drivers of word of mouth marketing in a higher education program

dc.creatorEspinal Ruiz, Dario Jose
dc.creatorCruz Gonzalez, Natali
dc.creatordavid tenorio, luis enrique
dc.date2023-06-01T16:41:21Z
dc.date2023-06-01T16:41:21Z
dc.date2020-12-31
dc.date.accessioned2023-10-03T20:03:03Z
dc.date.available2023-10-03T20:03:03Z
dc.identifierEspinal-Ruiz, D., Cruz-Gonzáles, N. y David-Tenorio, L. (2021). Generadores e impulsores del marketing boca a boca en un programa de educación superior. Cultura, Educación y Sociedad, 12(1), 227-240. DOI: http://dx.doi.org/10.17981/cultedusoc.12.1.2021.15
dc.identifier2145-9258
dc.identifierhttps://hdl.handle.net/11323/10204
dc.identifier10.17981/cultedusoc.12.1.2021.15
dc.identifier2389-7724
dc.identifierCorporación Universidad de la Costa
dc.identifierREDICUC - Repositorio CUC
dc.identifierhttps://repositorio.cuc.edu.co
dc.identifier.urihttps://repositorioslatinoamericanos.uchile.cl/handle/2250/9174113
dc.descriptionEn la actualidad, el uso de medios tradicionales de promoción y marketing no ha resultado ser muy efectivo para las instituciones de educación superior por cuanto no se evidencian los efectos esperados. Consecuentemente, el presente artículo tiene como objetivo identificar los generadores e impulsores del marketing boca a boca a boca en un programa de educación superior. Para la realización de la investigación se empleó una metodología cuantitativa, a través de un muestreo probabilístico estratificado donde se aplicaron 185 encuestas a estudiantes del programa de Administración de Empresas de la Institución Universitaria Escuela Nacional del Deporte (Cali, Colombia). Los resultados obtenidos muestran que los estudiantes son los principales generadores del boca a boca, y que el mayor impulsor radica en el aspecto diferenciador del programa académico y la reputación de la institución.
dc.descriptionAt present, the use of traditional means of promotion and marketing has not turned out to be very effective for higher education institutions because the expected effects are not evident. Consequently, this article aims to identify the generators and drivers of word of mouth marketing in a higher education program. To carry out the research, a quantitative methodology was used, through stratified probabilistic sampling where 185 surveys were applied to students of the Business Administration program of the National School of Sports University Institution (Cali, Colombia). The results obtained show that students are the main generators of word of mouth, and that the greatest driver lies in the differentiating aspect of the academic program and the reputation of the institution
dc.format14 páginas
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dc.languagespa
dc.publisherCorporación Universidad de la Costa
dc.publisherColombia
dc.relationCultura Educación y Sociedad
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dc.rightsDerechos de autor 2020 CULTURA EDUCACIÓN Y SOCIEDAD
dc.rightsAtribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)
dc.rightshttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rightsinfo:eu-repo/semantics/openAccess
dc.rightshttp://purl.org/coar/access_right/c_abf2
dc.sourcehttps://revistascientificas.cuc.edu.co/culturaeducacionysociedad/article/view/3006
dc.subjectGestión educativa
dc.subjectComunicación
dc.subjectMarketing educativo
dc.subjectEducación superior
dc.subjectEducation management
dc.subjectCommunication
dc.subjectEducational marketing
dc.subjectHigher education
dc.titleGeneradores e impulsores del marketing boca a boca en un programa de educación superior
dc.titleGenerators and drivers of word of mouth marketing in a higher education program
dc.typeArtículo de revista
dc.typehttp://purl.org/coar/resource_type/c_6501
dc.typeText
dc.typeinfo:eu-repo/semantics/article
dc.typehttp://purl.org/redcol/resource_type/ART
dc.typeinfo:eu-repo/semantics/publishedVersion
dc.typehttp://purl.org/coar/version/c_970fb48d4fbd8a85
dc.coverageCali
dc.coverageColombia


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