Skip to main content
Springer Nature Link
Log in

Impact of Social Media Marketing on University Students - Peru

  • Conference paper
  • First Online:
HCI International 2021 - Late Breaking Papers: Design and User Experience (HCII 2021)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 13094))

Included in the following conference series:

  • 1342 Accesses

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.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution

Subscribe and save

Springer+ Basic
$34.99 /Month
  • Get 10 units per month
  • Download Article/Chapter or eBook
  • 1 Unit = 1 Article or 1 Chapter
  • Cancel anytime
Subscribe now

Buy Now

Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others

References

  • Barker, M., Barker, D., y Borman, N.: Social Media Marketing. A Strategic approach. South-western cengage learning (2015). ISBN-13: 978-0538480871. ISBN-10: 0538480874

    Google Scholar 

  • Betech, R.: Let others advertise your brand. Entrepreneur México 16(9), 12–115 (2008)

    Google Scholar 

  • Curiel, R., Gándara, M., García, F.: Importance of the use of social networks in higher education. V International Research Forum 102 Education. University of Guadalajara University Center for Economic and Administrative Sciences, Guadalajara, Mexico (2010). https://www.academia.edu/7051557/IMPORTANCIA_DEL_USO_DE_LAS_REDES_SOCIALES_EN_LA_EDUCACION_SUPERIOR

  • Freire, F.: Social media marketing strategy to increase sales of party items at DISPROEL company. [Postgraduate thesis, Vicente Rocafuerte Secular University of Guayaquil]. Institutional Repository UNLVR (2016). http://repositorio.ulvr.edu.ec/handle/44000/1346

  • Hernández, R., Fernández, C., Baptista, P.: Metodología de la Investigación. México: Editorial McGraw – Hill Interamericana (2014)

    Google Scholar 

  • Hernández-Sampieri, R., Mendoza, C.P.: The qualitative quantitative marriage: the mixed paradigm. In: Álvarez Gayou, J.L. (ed.) 6th Congress of Research in Sexology. Congress held by the Mexican Institute of Sexology, A. C. and the Universidad Juárez Autónoma de Tabasco, Villahermosa, Tabasco, Mexico (2008)

    Google Scholar 

  • Jadhav, N., Kamble, R., Patil, M.: Social media marketing: the next generation of business trends. IOSR Journal of computer Engineering (IOSR-JCE), 45–49 (2012). http://www.iosrjournals.org/iosr-jce/papers/sicete-volume2/21.pdf

  • Kübler, R., Colicev, A., Pauwels, K.: Social media’s impact on the consumer mindset: when to use which sentiment extraction tool? J. Interact. Mark. 50, 136–155 (2020). https://doi.org/10.1016/j.intmar.2019.08.001. https://www.sciencedirect.com/science/article/pii/S1094996819300933. ISSN 1094-9968

  • Kumpu, J., Pesonen, J., Heinonen, J.: Measuring the value of social media marketing from a destination marketing organization perspective. In: Wörndl, W., Koo, C., Stienmetz, J.L. (eds.) Information and Communication Technologies in Tourism 2021, pp. 365–377. Springer, Cham (2021). https://doi.org/10.1007/978-3-030-65785-7_35

    Chapter  Google Scholar 

  • Ramírez, P.: Social media marketing as a sales strategy for the company My Shoes in the city of Ambato. [Graduate thesis, Technical University of Ambato]. Institutional Repository (2015). https://repositorio.uta.edu.ec/handle/123456789/12221

  • Sharma, S., Singh, S., Kujur, F., Das, G.: Social media activities and its influence on customer-brand relationship: an empirical study of apparel retailers activity in India. J. Theor. Appl. Electron. Commer. Res. 602–617 (2021). https://doi.org/10.3390/jtaer16040036

Download references

Author information

Authors and Affiliations

  1. Hermilio Valdizan National University, Huanuco, Peru

    Julissa Elizabeth Reyna González

  2. Continental University, Lima, Peru

    Víctor Ricardo Flores-Rivas

  3. Cesar Vallejo University, Piura, Peru

    Irene Merino Flores

Authors
  1. Julissa Elizabeth Reyna González
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Víctor Ricardo Flores-Rivas
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Irene Merino Flores
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. University of Creteand Foundation for Research and Technology – Hellas (FORTH), Heraklion, Crete, Greece

    Constantine Stephanidis

  2. Department of Design, Federal University of Pernambuco, Recife, Brazil

    Marcelo M. Soares

  3. World Usability Day and Brandeis University, Newton Center, MA, USA

    Elizabeth Rosenzweig

  4. Aaron Marcus and Associates, Berkeley, CA, USA

    Aaron Marcus

  5. Tokyo University of Science, Tokyo, Saitama, Japan

    Sakae Yamamoto

  6. Tokyo City University, Tokyo, Japan

    Hirohiko Mori

  7. Tsinghua University, Beijing, China

    Pei-Luen Patrick Rau

  8. Computer and Information Sciences, Towson University, Towson, MD, USA

    Gabriele Meiselwitz

  9. DePaul University, Chicago, IL, USA

    Xiaowen Fang

  10. San Jose State University, San Jose, CA, USA

    Abbas Moallem

Rights and permissions

Reprints and permissions

Copyright information

© 2021 Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Reyna González, J.E., Flores-Rivas, V.R., Merino Flores, I. (2021). Impact of Social Media Marketing on University Students - Peru. In: Stephanidis, C., et al. HCI International 2021 - Late Breaking Papers: Design and User Experience. HCII 2021. Lecture Notes in Computer Science(), vol 13094. Springer, Cham. https://doi.org/10.1007/978-3-030-90238-4_25

Download citation

  • DOI: https://doi.org/10.1007/978-3-030-90238-4_25

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-90237-7

  • Online ISBN: 978-3-030-90238-4

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics