Generadores e impulsores del marketing boca a boca en un programa de educación superior

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 impulsor...

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Autores:: Espinal-Ruiz, Dario Jose
Cruz-González, Natali
David-Tenorio, Luis Enrique

Tipo de recurso:: Article of journal

Fecha de publicación:: 2020

Institución:: Corporación Universidad de la Costa

Repositorio:: REDICUC - Repositorio CUC

Idioma:: spa

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repository_id_str
dc.title.spa.fl_str_mv	Generadores e impulsores del marketing boca a boca en un programa de educación superior
dc.title.translated.eng.fl_str_mv	Generators and drivers of word of mouth marketing in a higher education program
title	Generadores e impulsores del marketing boca a boca en un programa de educación superior
spellingShingle	Generadores e impulsores del marketing boca a boca en un programa de educación superior Gestión educativa Comunicación Marketing educativo Educación superior Education management Communication Educational marketing Higher education
title_short	Generadores e impulsores del marketing boca a boca en un programa de educación superior
title_full	Generadores e impulsores del marketing boca a boca en un programa de educación superior
title_fullStr	Generadores e impulsores del marketing boca a boca en un programa de educación superior
title_full_unstemmed	Generadores e impulsores del marketing boca a boca en un programa de educación superior
title_sort	Generadores e impulsores del marketing boca a boca en un programa de educación superior
dc.creator.fl_str_mv	Espinal-Ruiz, Dario Jose Cruz-González, Natali David-Tenorio, Luis Enrique
dc.contributor.author.spa.fl_str_mv	Espinal-Ruiz, Dario Jose Cruz-González, Natali David-Tenorio, Luis Enrique
dc.subject.spa.fl_str_mv	Gestión educativa Comunicación Marketing educativo Educación superior
topic	Gestión educativa Comunicación Marketing educativo Educación superior Education management Communication Educational marketing Higher education
dc.subject.eng.fl_str_mv	Education management Communication Educational marketing Higher education
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.
publishDate	2020
dc.date.issued.none.fl_str_mv	2020-01-01
dc.date.accessioned.none.fl_str_mv	2021-01-01 00:00:00 2024-04-09T19:55:11Z
dc.date.available.none.fl_str_mv	2021-01-01 00:00:00 2024-04-09T19:55:11Z
dc.type.spa.fl_str_mv	Artículo de revista
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dc.relation.references.spa.fl_str_mv	Aguilar, V., San Martin, S. & Payo, R. (2014). La aplicación empresarial del marketing viral y el efecto boca-oreja electrónico. Cuadernos de Gestión 14(1), 15–31. https://doi.org/10.5295/cdg.120348va Ansari, D., Hurriyati, R., Gaffar, V., Adi, L. & Amanah, D. (2017). Effect of Word of Mouth on Students Decision to Choose Studies in College. In: SCITEPRESS, 1st International Conference on Islamic Economics, Business, and Philanthropy (pp. 793–797), Bandung, Indonesia. https://doi.org/10.5220/0007090007930797 Basso, K., Reck, D. y Rech, E. (2013). Personalidad y boca la boca: propuesta al envio y recepción de información. Revista de Administración de Empresas, 53(6), 580–591. https://doi.org/10.1590/S0034-75902013005000004 Bhayani, A. (2015). Social and peer influences in college choise. In: World Academy of Science, Engineering and Technology, International Conference on Economics and Business Market Management (pp. 1–20), Trieste, Italy. Available: https://ro.uow.edu.au/dubaipapers/694/ Bronner, A. & Hoog, R. (2010). Consumer-generated versus marketer-generated websites in consumer decision making. International journal of market research, 52(2), 231–248. https://doi.org/10.2501/S1470785309201193 Chen, C. (2016). The Investigation on Brand Image of University Education and Students’ Word-of-Mouth Behavior. Higher Education Studies, 6(4), 23–33. https://doi.org/10.5539/hes.v6n4p23 Cihovska, V. (2013). Social Orientation of Marketing Concept. Journal of Positive Management, 4(1), 52–62. https://doi.org/10.12775/JPM.2013.004 Eisingerich, A., Chun, H., Liu, Y., Jia, H. & Bell, S. (2015). Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth. Journal of Consumer Psychology, 25(1), 120–128. https://doi.org/10.1016/j.jcps.2014.05.004 Enache, I. (2011). Marketing higher education using the 7 ps framework. Bulletin of the Transilvania University of Braşov, 4(53), 23–30. Available: http://webbut.unitbv.ro/Bulletin/ Espinal, D., Scarpetta, G. y Cruz, N. (2020). Análisis prospectivo estratégico de la educación superior en Colombia. Cultura, Educación y Sociedad, 11(1), 177–196. http://dx.doi.org/10.17981/cultedusoc.10.2.2020.13 Farrel, F. (2001). Postmodernism and Educational Marketing. Educational Management & Administration, 29(2), 169–179. https://doi.org/10.1177/0263211X010292003 Filieri, R. (2015). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261–1270. https://doi.org/10.1016/j.jbusres.2014.11.006 Fullerton, G. (2003). When does commitment lead to loyalty? Journal of Service Research, 5(4), 333–344. https://doi.org/10.1177/1094670503005004005 Godin, S. (2009). Purple cow. New York: Penguin Random House. Gupta, P. & Harris, J. (2010). How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective. Journal of Business Research, 63(9-19), 1041–1049. https://doi.org/j.jbusres.2009.01.015 Herold, K. (2015). Impact of Word of Mouth on Consumer Making: An Information Processing Perspective in the Context of A High Involvement Service. [Doctoral dissertation]. Lappeenranta University of Technology, Lappeenranta, Finland. Available: http://urn.fi/URN:ISBN:978-952-265-861-6 Jaakkola, E. & Aarikka, L. (2018). Customer referencing as bussines actor engagement behavior. creating value in and beyond triadic settings. Industrial marketing management, 80, 27–42. https://doi.org/10.1016/j.indmarman.2018.06.014 Karlíček, M., Tomek, I. & Křížek, M. (2010). Word-of-Mouth Marketing: An Integrated Model. Ekonomika a Management, (3), 1–11. Available: https://www.vse.cz/eam/109 Kim, A. & Johnson, K. (2016). Power of consumers using social media : examining the influences of brand-related user-generated content on facebook. Computers in human behavior, 58, 98–108. https://doi.org/10.1016/j.chb.2015.12.047 Kotler, P., Kartajaya, H. & Setiawan, I. (2010). Marketing 3.0: From products to customers to the human spirit. Singapore: John Wiley & Sons. Kozinets, R., de Valck, K., Wojnicki, A. & Wilner, S. (2010). Networked narratives: understanding word-of-mouth marketing on line comunities. Journal of marketing, 74(2), 71–89. https://doi.org/10.1509/jm.74.2.71 Le, T., Dobele, A. & Robinson, L. (2019). Information sought by prospective students from social media electronic word-of-mouth during the university choice process. Journal of Higher Education Policy and Management, 41(1), 18–34. https://doi.org/10.1080/1360080X.2018.1538595 Lehmann, W. (2017). The influence of electronic word-of-mouth on college search and choice. College and University, 92(4), 8–11. Libai, B., Bolton, R., Bügel, M. S., Ruyter, K., Götz, O. & Stephen, A. T. (2010). Customerto- customer interactions: broadening the scope of word of mouth research. Journal of Service Research, 13(3), 267–282. https://doi.org/10.1177/1094670510375600 López, M. y Sicilia, M. (2013). Boca a boca tradicional vs electrónico. La participación como factor explicativo de la influencia del boca a boca electrónico. Revista Española de Investigaciones de Marketing, 17(1), 7–38. https://doi.org/10.1016/S1138-1442(14)60017-6 Mazzarol, T., Sweeney, J. C. & Soutar, G. N. (2007). Conceptualizing word-of mouth activity, triggers and conditions: an exploratory study. European Journal of Marketing, 41(11), 1475–1494. https://doi.org/10.1108/03090560710821260 Olarte, J. (2020). Factores que predicen la permanencia estudiantil: análisis en un escenario de educación técnica. Cultura, Educación y Sociedad, 11(1), 25–38. https://doi.org/10.17981/cultedusoc.11.1.2020.02 Olle, R. y Riu, D. (2010). El nuevo Brand Management: Lecciones de la indiferenciación de las marcas. Barcelona: Deusto-Planeta de Agostini. Park, H. & Kim, Y. (2014). The role of social network websites in the consumer-brand relationship. Journal of retailing and consumer services, 21(4), 460–467. https://doi.org/10.1016/j.jretconser.2014.03.011 Reinares, P. & Reinares, E. (2007). Analysis of the contents of the advertising saturation on television. Esic Market, 126, 23–94. Available: https://www.esic.edu/documentos/revistas/esicmk/070118_142648_I.pdf Salmi, J. (2009). El desafio de crear universidades de clase mundial. Washington, D.C.: Banco Mundial. Scheers, L. & Prinsloo, C. (2014). Investigating word of mouth as advertising tool for mobile devices in South Africa. International Journal of Academic Research in Business and Social Sciences, 4(11), 332–354. https://doi.org/10.6007/IJARBSS/V4-I11/1315 Sernovitz, A., Godin, S. y Kawasaki, G. (2009). El marketing de boca en boca. Buenos Aires: Kaplan. Sham, M. & Nasr, M. (2016). The effects of a brands online presence on brand awareness and brand loyalty: A study of UAE Millenials. International journal of media, journalism and mass communications, 2(1), 39–50. https://doi.org/10.20431/2454-9479.0202004 Soares, M., Lapuente, I. y De matos, C. (2015). Recomendación boca a boca incentivada: eso tambien vale? Brazilian Business Review, 96–124. Disponible en http://www.bbronline.com.br/index.php/bbr/issue/archive Solomon, R. (2013). Comportamiento del consumidor. Naucalpan de Juárez: Pearson. SPSS IBM (versión 26). Statistical Package for the Social Sciences. [Programa estadístico informático]. Armonk: IBM. Disponible en https://www.ibm.com/support/pages/spssstatistics-220-available-download Stachowski, C. (2011). Educational marketing: a review and implications for supporting practice in tertiary education. Educational Management Administration & Leadership, 39(2), 186–204. https://doi.org/10.1177/1741143210390056 Stauss, B. (2000). Using new media for customer interaction: a challenge for relationship marketing. En, T. Hennig-Thurau, & U. Hansen, Relationship marketing (pp. 233–253). Berlin: Springer. Trusoy, M., Buclin, R. & Pauwels, K. (2009). Effects of word of mouth versus traditional marketing : findings from an internet social networking site. Journal of marketing, 73(5), 90–102. https://doi.org/10.1509/jmkg.73.5.90 Wolny, J. & Mueller, C. (2013). Analysis of fashion consumers motives to engage in electronic word-of-mouth comunication trough social media platforms. Journal of marketing management, 29(5-6), 562–583. https://doi.org/10.1080/0267257X.2013.778324
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spelling	Espinal-Ruiz, Dario JoseCruz-González, NataliDavid-Tenorio, Luis Enrique2021-01-01 00:00:002024-04-09T19:55:11Z2021-01-01 00:00:002024-04-09T19:55:11Z2020-01-012145-9258https://hdl.handle.net/11323/11332https://doi.org/10.17981/cultedusoc.12.1.2021.1510.17981/cultedusoc.12.1.2021.152389-7724En 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.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.application/pdftext/htmltext/xmlspaUniversidad de la CostaCULTURA EDUCACIÓN Y SOCIEDAD - 2020https://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessEsta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.http://purl.org/coar/access_right/c_abf2https://revistascientificas.cuc.edu.co/culturaeducacionysociedad/article/view/3006Gestión educativaComunicaciónMarketing educativoEducación superiorEducation managementCommunicationEducational marketingHigher educationGeneradores e impulsores del marketing boca a boca en un programa de educación superiorGenerators and drivers of word of mouth marketing in a higher education programArtículo de revistahttp://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1Textinfo:eu-repo/semantics/articleJournal articlehttp://purl.org/redcol/resource_type/ARTinfo:eu-repo/semantics/publishedVersionhttp://purl.org/coar/version/c_970fb48d4fbd8a85Cultura Educación SociedadAguilar, V., San Martin, S. & Payo, R. (2014). La aplicación empresarial del marketing viral y el efecto boca-oreja electrónico. Cuadernos de Gestión 14(1), 15–31. https://doi.org/10.5295/cdg.120348vaAnsari, D., Hurriyati, R., Gaffar, V., Adi, L. & Amanah, D. (2017). Effect of Word of Mouth on Students Decision to Choose Studies in College. In: SCITEPRESS, 1st International Conference on Islamic Economics, Business, and Philanthropy (pp. 793–797), Bandung, Indonesia. https://doi.org/10.5220/0007090007930797Basso, K., Reck, D. y Rech, E. (2013). Personalidad y boca la boca: propuesta al envio y recepción de información. Revista de Administración de Empresas, 53(6), 580–591. https://doi.org/10.1590/S0034-75902013005000004Bhayani, A. (2015). Social and peer influences in college choise. In: World Academy of Science, Engineering and Technology, International Conference on Economics and Business Market Management (pp. 1–20), Trieste, Italy. Available: https://ro.uow.edu.au/dubaipapers/694/Bronner, A. & Hoog, R. (2010). Consumer-generated versus marketer-generated websites in consumer decision making. International journal of market research, 52(2), 231–248. https://doi.org/10.2501/S1470785309201193Chen, C. (2016). The Investigation on Brand Image of University Education and Students’ Word-of-Mouth Behavior. Higher Education Studies, 6(4), 23–33. https://doi.org/10.5539/hes.v6n4p23Cihovska, V. (2013). Social Orientation of Marketing Concept. Journal of Positive Management, 4(1), 52–62. https://doi.org/10.12775/JPM.2013.004Eisingerich, A., Chun, H., Liu, Y., Jia, H. & Bell, S. (2015). Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth. Journal of Consumer Psychology, 25(1), 120–128. https://doi.org/10.1016/j.jcps.2014.05.004Enache, I. (2011). Marketing higher education using the 7 ps framework. Bulletin of the Transilvania University of Braşov, 4(53), 23–30. Available: http://webbut.unitbv.ro/Bulletin/Espinal, D., Scarpetta, G. y Cruz, N. (2020). Análisis prospectivo estratégico de la educación superior en Colombia. Cultura, Educación y Sociedad, 11(1), 177–196. http://dx.doi.org/10.17981/cultedusoc.10.2.2020.13Farrel, F. (2001). Postmodernism and Educational Marketing. Educational Management & Administration, 29(2), 169–179. https://doi.org/10.1177/0263211X010292003Filieri, R. (2015). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261–1270. https://doi.org/10.1016/j.jbusres.2014.11.006Fullerton, G. (2003). When does commitment lead to loyalty? Journal of Service Research, 5(4), 333–344. https://doi.org/10.1177/1094670503005004005Godin, S. (2009). Purple cow. New York: Penguin Random House.Gupta, P. & Harris, J. (2010). How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective. Journal of Business Research, 63(9-19), 1041–1049. https://doi.org/j.jbusres.2009.01.015Herold, K. (2015). Impact of Word of Mouth on Consumer Making: An Information Processing Perspective in the Context of A High Involvement Service. [Doctoral dissertation]. Lappeenranta University of Technology, Lappeenranta, Finland. Available: http://urn.fi/URN:ISBN:978-952-265-861-6Jaakkola, E. & Aarikka, L. (2018). Customer referencing as bussines actor engagement behavior. creating value in and beyond triadic settings. Industrial marketing management, 80, 27–42. https://doi.org/10.1016/j.indmarman.2018.06.014Karlíček, M., Tomek, I. & Křížek, M. (2010). Word-of-Mouth Marketing: An Integrated Model. Ekonomika a Management, (3), 1–11. Available: https://www.vse.cz/eam/109Kim, A. & Johnson, K. (2016). Power of consumers using social media : examining the influences of brand-related user-generated content on facebook. Computers in human behavior, 58, 98–108. https://doi.org/10.1016/j.chb.2015.12.047Kotler, P., Kartajaya, H. & Setiawan, I. (2010). Marketing 3.0: From products to customers to the human spirit. Singapore: John Wiley & Sons.Kozinets, R., de Valck, K., Wojnicki, A. & Wilner, S. (2010). Networked narratives: understanding word-of-mouth marketing on line comunities. Journal of marketing, 74(2), 71–89. https://doi.org/10.1509/jm.74.2.71Le, T., Dobele, A. & Robinson, L. (2019). Information sought by prospective students from social media electronic word-of-mouth during the university choice process. Journal of Higher Education Policy and Management, 41(1), 18–34. https://doi.org/10.1080/1360080X.2018.1538595Lehmann, W. (2017). The influence of electronic word-of-mouth on college search and choice. College and University, 92(4), 8–11.Libai, B., Bolton, R., Bügel, M. S., Ruyter, K., Götz, O. & Stephen, A. T. (2010). Customerto- customer interactions: broadening the scope of word of mouth research. Journal of Service Research, 13(3), 267–282. https://doi.org/10.1177/1094670510375600López, M. y Sicilia, M. (2013). Boca a boca tradicional vs electrónico. La participación como factor explicativo de la influencia del boca a boca electrónico. Revista Española de Investigaciones de Marketing, 17(1), 7–38. https://doi.org/10.1016/S1138-1442(14)60017-6Mazzarol, T., Sweeney, J. C. & Soutar, G. N. (2007). Conceptualizing word-of mouth activity, triggers and conditions: an exploratory study. European Journal of Marketing, 41(11), 1475–1494. https://doi.org/10.1108/03090560710821260Olarte, J. (2020). Factores que predicen la permanencia estudiantil: análisis en un escenario de educación técnica. Cultura, Educación y Sociedad, 11(1), 25–38. https://doi.org/10.17981/cultedusoc.11.1.2020.02Olle, R. y Riu, D. (2010). El nuevo Brand Management: Lecciones de la indiferenciación de las marcas. Barcelona: Deusto-Planeta de Agostini.Park, H. & Kim, Y. (2014). The role of social network websites in the consumer-brand relationship. Journal of retailing and consumer services, 21(4), 460–467. https://doi.org/10.1016/j.jretconser.2014.03.011Reinares, P. & Reinares, E. (2007). Analysis of the contents of the advertising saturation on television. Esic Market, 126, 23–94. Available: https://www.esic.edu/documentos/revistas/esicmk/070118_142648_I.pdfSalmi, J. (2009). El desafio de crear universidades de clase mundial. Washington, D.C.: Banco Mundial.Scheers, L. & Prinsloo, C. (2014). Investigating word of mouth as advertising tool for mobile devices in South Africa. International Journal of Academic Research in Business and Social Sciences, 4(11), 332–354. https://doi.org/10.6007/IJARBSS/V4-I11/1315Sernovitz, A., Godin, S. y Kawasaki, G. (2009). El marketing de boca en boca. 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Journal of marketing management, 29(5-6), 562–583. https://doi.org/10.1080/0267257X.2013.778324240227112https://revistascientificas.cuc.edu.co/culturaeducacionysociedad/article/download/3006/3180https://revistascientificas.cuc.edu.co/culturaeducacionysociedad/article/download/3006/3181https://revistascientificas.cuc.edu.co/culturaeducacionysociedad/article/download/3006/3182Núm. 1 , Año 2021 : Cultura Educación y SociedadPublicationOREORE.xmltext/xml2708https://repositorio.cuc.edu.co/bitstreams/d2337274-8a76-4faa-87ae-b7d6a521abaf/download3fe6c0566c3bef013bc5d11b3eab8b54MD5111323/11332oai:repositorio.cuc.edu.co:11323/113322024-09-17 11:06:27.991https://creativecommons.org/licenses/by-nc-nd/4.0/CULTURA EDUCACIÓN Y SOCIEDAD - 2020metadata.onlyhttps://repositorio.cuc.edu.coRepositorio de la Universidad de la Costa CUCrepdigital@cuc.edu.co

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