The effect of digital marketing on the management of relationships with university students in times of Covid-19

The present study's main objective was to analyze and determine the impact of digital marketing on the management of relationships with university students in times of Covid-19. The study was conducted from a quantitative approach, with a non-experimental transactional correlational tr...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	Wagner Vicente-Ramos, Luz Mirella Cano-Torres
Formato:	article
Lenguaje:	EN
Publicado:	Growing Science 2022
Materias:	Social Sciences H Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/b21b6a04cf78413895f5c2f747abdd73
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:b21b6a04cf78413895f5c2f747abdd73
record_format	dspace
spelling	oai:doaj.org-article:b21b6a04cf78413895f5c2f747abdd732021-11-10T14:30:41ZThe effect of digital marketing on the management of relationships with university students in times of Covid-192561-81482561-815610.5267/j.ijdns.2021.10.004https://doaj.org/article/b21b6a04cf78413895f5c2f747abdd732022-01-01T00:00:00Zhttp://www.growingscience.com/ijds/Vol6/ijdns_2021_85.pdfhttps://doaj.org/toc/2561-8148https://doaj.org/toc/2561-8156 The present study's main objective was to analyze and determine the impact of digital marketing on the management of relationships with university students in times of Covid-19. The study was conducted from a quantitative approach, with a non-experimental transactional correlational transactional research design. A questionnaire was applied to 400 students aged 18 to 37 years belonging to the Continental University of the city of Huancayo in Peru. The analysis of the results was developed through a data structure and tabulation model with the SmartPLS3 program and it was obtained that Content Marketing has a significant influence on the operational management of customer relationships (p<0.05), as well as on the analytical and collaborative management of customer relationships. As for Social Media Marketing, it was identified that it has a significant influence on operational customer relationship management (p<0.05), as well as on analytical and collaborative customer relationship management, due to the fact that the digital media used by Continental University are attractive to parents and families. It is concluded that Digital Marketing has a great impact on the management of relationships with students of the Continental University in the city of Huancayo in Peru.Wagner Vicente-RamosLuz Mirella Cano-TorresGrowing SciencearticleSocial SciencesHManagement. Industrial managementHD28-70ENInternational Journal of Data and Network Science, Vol 6, Iss 1, Pp 59-66 (2022)
institution	DOAJ
collection	DOAJ
language	EN
topic	Social Sciences H Management. Industrial management HD28-70
spellingShingle	Social Sciences H Management. Industrial management HD28-70 Wagner Vicente-Ramos Luz Mirella Cano-Torres The effect of digital marketing on the management of relationships with university students in times of Covid-19
description	The present study's main objective was to analyze and determine the impact of digital marketing on the management of relationships with university students in times of Covid-19. The study was conducted from a quantitative approach, with a non-experimental transactional correlational transactional research design. A questionnaire was applied to 400 students aged 18 to 37 years belonging to the Continental University of the city of Huancayo in Peru. The analysis of the results was developed through a data structure and tabulation model with the SmartPLS3 program and it was obtained that Content Marketing has a significant influence on the operational management of customer relationships (p<0.05), as well as on the analytical and collaborative management of customer relationships. As for Social Media Marketing, it was identified that it has a significant influence on operational customer relationship management (p<0.05), as well as on analytical and collaborative customer relationship management, due to the fact that the digital media used by Continental University are attractive to parents and families. It is concluded that Digital Marketing has a great impact on the management of relationships with students of the Continental University in the city of Huancayo in Peru.
format	article
author	Wagner Vicente-Ramos Luz Mirella Cano-Torres
author_facet	Wagner Vicente-Ramos Luz Mirella Cano-Torres
author_sort	Wagner Vicente-Ramos
title	The effect of digital marketing on the management of relationships with university students in times of Covid-19
title_short	The effect of digital marketing on the management of relationships with university students in times of Covid-19
title_full	The effect of digital marketing on the management of relationships with university students in times of Covid-19
title_fullStr	The effect of digital marketing on the management of relationships with university students in times of Covid-19
title_full_unstemmed	The effect of digital marketing on the management of relationships with university students in times of Covid-19
title_sort	effect of digital marketing on the management of relationships with university students in times of covid-19
publisher	Growing Science
publishDate	2022
url	https://doaj.org/article/b21b6a04cf78413895f5c2f747abdd73
work_keys_str_mv	AT wagnervicenteramos theeffectofdigitalmarketingonthemanagementofrelationshipswithuniversitystudentsintimesofcovid19 AT luzmirellacanotorres theeffectofdigitalmarketingonthemanagementofrelationshipswithuniversitystudentsintimesofcovid19 AT wagnervicenteramos effectofdigitalmarketingonthemanagementofrelationshipswithuniversitystudentsintimesofcovid19 AT luzmirellacanotorres effectofdigitalmarketingonthemanagementofrelationshipswithuniversitystudentsintimesofcovid19
_version_	1718440027377106944

The effect of digital marketing on the management of relationships with university students in times of Covid-19

Ejemplares similares