This study aims to analyse the impact of Social Media Marketing in Customer Brand Engagement and Brand Awareness micro-learning platforms. The sample consisted of 220 students from micro-learning platforms using social media in the educational institutions. Because social-media marketing and customer brand- engagement are second-order reflexive constructions, the two-stage approach of hierarchical models with mode-A was adopted. The results reveal that social media marketing influences both the building of customer brand engagement and brand awareness among students on micro-learning platforms. Furthermore, it was shown that customer brand engagement is an important mediator between social media marketing and brand awareness. Social-media marketing activities carried out by micro-learning platforms contribute to the generation of customer brand-engagement and brand awareness of these ins...

La imagen muestra a un hombre mayor sentado en una silla mecedora dentro de un estudio artístico, rodeado de pinceles, lienzos y una obra en proceso detrás de él.

Autoridades y catedráticos socializando durante ceremonia. De izq. a der. Vemos en la foto al doctor René Ortiz Caballero, profesor principal del departamento de Derecho, al doctor Luis Peirano Falconí, decano de la Facultad de Ciencias y Artes de la Comunicación, a Roberto Criado Alzamora, profesor principal del Departamento de Pscología, al doctor Armando Zolezzi Moller, decano de la Facultad de Derecho, a Alejandro Alayza Mujica, decano de la facultad de Arte, al doctor Salomón Lerner Febres, rector de la universidad, al padre Armando Nieto Vélez, Director de Estudios Teológicos de la Facultad de Teología, al ingeniero Luis Guzmán Barrón Sobrevilla, vicerrector académico, y al ingeniero Eduardo Ísmodes.

Asociación de Egresados y Graduados. Pontificia Universidad Católica del Perú.

La imagen muestra un grupo de personas, hombres y mujeres, vestidos formalmente.

La investigación sobre confianza interpersonal ha sido escasamente analizada desde la conceptualización de trabajadores latinoamericanos. Esta investigación se propuso comprender el significado que funcionarios de la salud dan a confiar en la jefatura directa. Se utilizó un diseño descriptivo-analítico y el enfoque fenomenológico para el análisis de la información. Se entrevistó a 65 funcionarios de un hospital público. Se obtuvieron 5 categorías, las dos principales cubren el 81% de las menciones y están asociadas a “Tener buena comunicación” y “Que apoyen cuando hay problemas”. Así, emerge un modelo de confianza diádica que se construye especialmente de vínculos personalizados en que los funcionarios sienten recibir protección, relacionado probablemente a un liderazgo paternalista de la jefatura, coherente con la cultura organizacional latinoamericana.

Research on interpersonal trust has been poorly analyzed from the conceptualization of Latin American workers. This research aimed to understand the meaning that health officials attribute to trust in direct leadership. A descriptive-analytical design was used, as well as a phenomenological approach for the information analysis. 65 officials of a public hospital were interviewed. A total of 5 categories were obtained, from which the main two covered 81% of the dimensions. The two main categories are related to “having good communication” and “support when there are problems”. Thus, a model of dyadic trust emerges, which is constructed especially from personalized links in which the officials perceive protection, probably related to a paternalist leadership with the bosses. Findings are consistent with the Latin American organizational culture.

Research on interpersonal trust has been poorly analyzed from the conceptualization of Latin American workers. This research aimed to understand the meaning that health officials attribute to trust in direct leadership. A descriptive-analytical design was used, as well as a phenomenological approach for the information analysis. 65 officials of a public hospital were interviewed. A total of 5 categories were obtained, from which the main two covered 81% of the dimensions. The two main categories are related to “having good communication” and “support when there are problems”. Thus, a model of dyadic trust emerges, which is constructed especially from personalized links in which the officials perceive protection, probably related to a paternalist leadership with the bosses. Findings are consistent with the Latin American organizational culture.