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...

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Detalles Bibliográficos
Autores: Altamirano-Sifuentes, Daniela, Chávez-Chuquimango, María
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
https://purl.org/pe-repo/ocde/ford#5.08.00
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spelling 179012fae7273d845101f0ada96381f3db2c890724c28ba5c1ddbc23a24d7c3cAltamirano-Sifuentes, DanielaChávez-Chuquimango, María2024-10-19T10:24:44Z2024-10-19T10:24:44Z2024-01-0116469895http://hdl.handle.net/10757/676151RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao2-s2.0-85202978095SCOPUS_ID:852029780950000 0001 2196 144XCurrently, 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.Revisión por paresapplication/htmlengAssociacao Iberica de Sistemas e Tecnologias de Informacaoinfo:eu-repo/semantics/embargoedAccessUniversidad Peruana de Ciencias Aplicadas (UPC)Repositorio Academico - UPCRISTI - Revista Iberica de Sistemas e Tecnologias de Informacao2024E70330341reponame:UPC-Institucionalinstname:Universidad Peruana de Ciencias Aplicadasinstacron:UPCadvertisingeducationOnline learningYoutubehttps://purl.org/pe-repo/ocde/ford#5.08.00Components of the decision to purchase Domestika platform courses through YouTubeinfo:eu-repo/semantics/articlehttp://purl.org/coar/version/c_970fb48d4fbd8a2029PublicationLICENSElicense.txtlicense.txttext/plain; charset=utf-81748https://upc.dspace7.openrepository.com/bitstreams/c33a319c-3efd-5d31-830e-0129f1e15568/download8a4605be74aa9ea9d79846c1fba20a33MD5110757/676151oai:upc.dspace7.openrepository.com:10757/6761512026-02-17 17:48:46.044metadata.onlyhttps://upc.dspace7.openrepository.comRepositorio académico upcrepositorioacademico@upc.edu.pe
dc.title.es_PE.fl_str_mv Components of the decision to purchase Domestika platform courses through YouTube
title Components of the decision to purchase Domestika platform courses through YouTube
spellingShingle Components of the decision to purchase Domestika platform courses through YouTube
Altamirano-Sifuentes, Daniela
advertising
education
Online learning
Youtube
https://purl.org/pe-repo/ocde/ford#5.08.00
title_short Components of the decision to purchase Domestika platform courses through YouTube
title_full Components of the decision to purchase Domestika platform courses through YouTube
title_fullStr Components of the decision to purchase Domestika platform courses through YouTube
title_full_unstemmed Components of the decision to purchase Domestika platform courses through YouTube
title_sort Components of the decision to purchase Domestika platform courses through YouTube
author Altamirano-Sifuentes, Daniela
author_facet Altamirano-Sifuentes, Daniela
Chávez-Chuquimango, María
author_role author
author2 Chávez-Chuquimango, María
author2_role author
dc.contributor.author.fl_str_mv Altamirano-Sifuentes, Daniela
Chávez-Chuquimango, María
dc.subject.es_PE.fl_str_mv advertising
education
Online learning
Youtube
topic advertising
education
Online learning
Youtube
https://purl.org/pe-repo/ocde/ford#5.08.00
dc.subject.ocde.none.fl_str_mv https://purl.org/pe-repo/ocde/ford#5.08.00
description 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.
publishDate 2024
dc.date.accessioned.none.fl_str_mv 2024-10-19T10:24:44Z
dc.date.available.none.fl_str_mv 2024-10-19T10:24:44Z
dc.date.issued.fl_str_mv 2024-01-01
dc.type.es_PE.fl_str_mv info:eu-repo/semantics/article
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dc.identifier.journal.es_PE.fl_str_mv RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao
dc.identifier.eid.none.fl_str_mv 2-s2.0-85202978095
dc.identifier.scopusid.none.fl_str_mv SCOPUS_ID:85202978095
dc.identifier.isni.none.fl_str_mv 0000 0001 2196 144X
identifier_str_mv 16469895
RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao
2-s2.0-85202978095
SCOPUS_ID:85202978095
0000 0001 2196 144X
url http://hdl.handle.net/10757/676151
dc.language.iso.es_PE.fl_str_mv eng
language eng
dc.rights.es_PE.fl_str_mv info:eu-repo/semantics/embargoedAccess
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dc.publisher.es_PE.fl_str_mv Associacao Iberica de Sistemas e Tecnologias de Informacao
dc.source.es_PE.fl_str_mv Universidad Peruana de Ciencias Aplicadas (UPC)
Repositorio Academico - UPC
dc.source.none.fl_str_mv reponame:UPC-Institucional
instname:Universidad Peruana de Ciencias Aplicadas
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dc.source.journaltitle.none.fl_str_mv RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao
dc.source.volume.none.fl_str_mv 2024
dc.source.issue.none.fl_str_mv E70
dc.source.beginpage.none.fl_str_mv 330
dc.source.endpage.none.fl_str_mv 341
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Components of the decision to purchase Domestika platform courses through YouTube
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