TY - JOUR
T1 - The effect of digital marketing on the management of relationships with university students in times of covid-19
AU - Vicente-Ramos, Wagner
AU - Cano-Torres, Luz Mirella
N1 - Publisher Copyright:
© 2022 by the authors; licensee Growing Science, Canada.
PY - 2022/12/1
Y1 - 2022/12/1
N2 - 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.
AB - 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.
KW - Analytical management
KW - Collaborative management
KW - Covid-19
KW - Digital marketing
KW - Operational management
KW - Students
UR - http://www.scopus.com/inward/record.url?scp=85121424623&partnerID=8YFLogxK
U2 - 10.5267/J.IJDNS.2021.10.004
DO - 10.5267/J.IJDNS.2021.10.004
M3 - Original Article
AN - SCOPUS:85121424623
SN - 2561-8148
VL - 6
SP - 59
EP - 66
JO - International Journal of Data and Network Science
JF - International Journal of Data and Network Science
IS - 1
ER -