Impact of Social Media Marketing on University Students - Peru
Authors: 
Julissa Elizabeth Reyna González, Víctor Ricardo Flores-Rivas, Irene Merino FloresAuthors Info & Claims
Pages 357 - 366
Abstract
The world of social networks is as complex, as the world is today, Social Media Marketing (MMS), represents an opportunity for companies that want to strengthen the emotional bond with their customers and boost their sales. The general objective of the research was to Analyze the Impact of Social Media Marketing on university students, among the methods that support the research we have the theoretical method, related to the dependent variable MMS, whose authors are Jadhav, Kamble & Patil, the research addresses a mixed approach (quantitative-qualitative), the study subject population consisted of 253 students and the sample of 110; In addition, empirical methods such as the proposed instruments, the questionnaire for the quantitative research process, the focus group guide for the qualitative research process and the statistical method of the data obtained from the questionnaire processed with the SPSS 27 software, allowed to know the impact of social media marketing on university students, reporting a deficient level of MMS for which the MMS should be reinforced through messages, communication in real time where students stay informed and dispel their doubts in time.
References
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Published In
Jul 2021
619 pages
ISBN:978-3-030-90237-7
DOI:10.1007/978-3-030-90238-4
© Springer Nature Switzerland AG 2021.
Publisher
Springer-Verlag
Berlin, Heidelberg
Publication History
Published: 24 July 2021
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