Components of the decision to purchase Domestika platform courses through YouTube
Descripción del Articulo
Currently, there is a great demand for online courses on platforms such as Coursera, Domestika, among others. This growth has increased since the Covid-19 pandemic. Therefore, this study analyzes the perceptions of young university students between 20 and 30 years of age from the Faculty of Communic...
| Autores: | , |
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| Formato: | artículo |
| Fecha de Publicación: | 2024 |
| Institución: | Universidad Peruana de Ciencias Aplicadas |
| Repositorio: | UPC-Institucional |
| Lenguaje: | inglés |
| OAI Identifier: | oai:repositorioacademico.upc.edu.pe:10757/676151 |
| Enlace del recurso: | http://hdl.handle.net/10757/676151 |
| Nivel de acceso: | acceso embargado |
| Materia: | advertising education Online learning Youtube |
| Sumario: | Currently, there is a great demand for online courses on platforms such as Coursera, Domestika, among others. This growth has increased since the Covid-19 pandemic. Therefore, this study analyzes the perceptions of young university students between 20 and 30 years of age from the Faculty of Communications of a private university in Lima, Peru, to understand what the elements of purchase decision in the advertising communication of the Domestika e-learning platform through pre-roll content on YouTube are. The approach of the study is qualitative with a case study design. Sixteen semi-structured interviews were conducted with university students who use the YouTube platform as an educational, entertainment, etc. tool. Accordingly, the purchase decision components were determined: the quality of the teachers, the self-improvement discourse, and the online proposal in pandemic. |
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Nota importante:
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
