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.creator | Espinal Ruiz, Dario Jose | |
dc.creator | Cruz Gonzalez, Natali | |
dc.creator | david tenorio, luis enrique | |
dc.date | 2023-06-01T16:41:21Z | |
dc.date | 2023-06-01T16:41:21Z | |
dc.date | 2020-12-31 | |
dc.date.accessioned | 2023-10-03T20:03:03Z | |
dc.date.available | 2023-10-03T20:03:03Z | |
dc.identifier | Espinal-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.identifier | 2145-9258 | |
dc.identifier | https://hdl.handle.net/11323/10204 | |
dc.identifier | 10.17981/cultedusoc.12.1.2021.15 | |
dc.identifier | 2389-7724 | |
dc.identifier | Corporación Universidad de la Costa | |
dc.identifier | REDICUC - Repositorio CUC | |
dc.identifier | https://repositorio.cuc.edu.co | |
dc.identifier.uri | https://repositorioslatinoamericanos.uchile.cl/handle/2250/9174113 | |
dc.description | En 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.description | At 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.format | 14 páginas | |
dc.format | application/pdf | |
dc.format | application/pdf | |
dc.language | spa | |
dc.publisher | Corporación Universidad de la Costa | |
dc.publisher | Colombia | |
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dc.rights | Derechos de autor 2020 CULTURA EDUCACIÓN Y SOCIEDAD | |
dc.rights | Atribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0) | |
dc.rights | https://creativecommons.org/licenses/by-nc-nd/4.0/ | |
dc.rights | info:eu-repo/semantics/openAccess | |
dc.rights | http://purl.org/coar/access_right/c_abf2 | |
dc.source | https://revistascientificas.cuc.edu.co/culturaeducacionysociedad/article/view/3006 | |
dc.subject | Gestión educativa | |
dc.subject | Comunicación | |
dc.subject | Marketing educativo | |
dc.subject | Educación superior | |
dc.subject | Education management | |
dc.subject | Communication | |
dc.subject | Educational marketing | |
dc.subject | Higher education | |
dc.title | Generadores e impulsores del marketing boca a boca en un programa de educación superior | |
dc.title | Generators and drivers of word of mouth marketing in a higher education program | |
dc.type | Artículo de revista | |
dc.type | http://purl.org/coar/resource_type/c_6501 | |
dc.type | Text | |
dc.type | info:eu-repo/semantics/article | |
dc.type | http://purl.org/redcol/resource_type/ART | |
dc.type | info:eu-repo/semantics/publishedVersion | |
dc.type | http://purl.org/coar/version/c_970fb48d4fbd8a85 | |
dc.coverage | Cali | |
dc.coverage | Colombia |