Marketing digital y comunicación con el público objetivo de la unidad de recreación y deportes Universidad Nacional de Trujillo 2019
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Date
2021
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Universidad Nacional de Trujillo
Abstract
El presente estudio se ha llevado a cabo con la finalidad de determinar la relación que existe entre el marketing digital y la comunicación con el público objetivo de la unidad de recreación y deportes de la Universidad Nacional de Trujillo durante el año 2019. Bajo la hipótesis que existe una relación directa entre ambas variables se trabajó con una muestra de 80 universitarios deportistas seleccionados de la UNT de un total de 100 mediante el tipo de muestreo probabilístico aleatorio simple. Se usó el diseño de la investigación descriptivo – correlacional y las técnicas de la encuesta y la entrevista. Se contrastó la hipótesis mediante el coeficiente de correlación de Spearman con el fin de conocer la relación y el grado entre las dos variables dando como resultado un coeficiente de 0.613 la cual se pudo calificar como “positiva considerable” en una escala de -1 y 1. Así se pudo comprobar la hipótesis, sin embargo; aún no se ha llegado a potenciar los canales digitales adecuadamente a pesar que el 100% de los encuestados respaldó el uso de estos según la tabla 3.9 y en este sentido según la tabla 3.20 el 66% consideró que el nivel de comunicación es regular. Ante ello se recomendó fortalecer los medios tradicionales de comunicación con los medios digitales mediante un uso profesional y buscando el involucramiento integral de los interesados. Su implementación debe ser planificada buscando una comunicación constante, creativa y personalizada.
ABSTRACT: The present study has been carried out in order to determine the relationship between digital marketing and communication with the target of the recreation and sports unit of the National University of Trujillo during the year 2019. Under the hypothesis that there’s a direct relationship between both variables we worked with a statistical sample of 80 university athletes selected from the UNT from a total of 100 using the type of simple random probability sampling. The design of the research that was used was the descriptive - correlational and the techniques of the survey and the interview were used. The hypothesis was contrasted using the Spearman correlation coefficient in order to know the relationship and degree between the two variables, resulting in a coefficient of 0.613 which could be classified as "considerable positive" on a scale of -1 and 1. Thus the hypothesis could be verified, however; digital channels have not yet been adequately promoted, despite the fact that 100% of those surveyed supported their use according to table 3.9 and in this sense, according to table 3.20, 66% considered that the level of communication is regular. Given this, it was recommended to strengthen the traditional means of communication with digital media through professional use and seeking the integral involvement of the interested parties. Its implementation must be planned looking constant, creative and personalized communication.
ABSTRACT: The present study has been carried out in order to determine the relationship between digital marketing and communication with the target of the recreation and sports unit of the National University of Trujillo during the year 2019. Under the hypothesis that there’s a direct relationship between both variables we worked with a statistical sample of 80 university athletes selected from the UNT from a total of 100 using the type of simple random probability sampling. The design of the research that was used was the descriptive - correlational and the techniques of the survey and the interview were used. The hypothesis was contrasted using the Spearman correlation coefficient in order to know the relationship and degree between the two variables, resulting in a coefficient of 0.613 which could be classified as "considerable positive" on a scale of -1 and 1. Thus the hypothesis could be verified, however; digital channels have not yet been adequately promoted, despite the fact that 100% of those surveyed supported their use according to table 3.9 and in this sense, according to table 3.20, 66% considered that the level of communication is regular. Given this, it was recommended to strengthen the traditional means of communication with digital media through professional use and seeking the integral involvement of the interested parties. Its implementation must be planned looking constant, creative and personalized communication.
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Keywords
Marketing digital, Comunicación, Público objetivo