El marketing 4.0 en el valor de marca de una Institución de Educación Superior
DOI:
https://doi.org/10.33595/2226-1478.16.2.1267Palabras clave:
Marketing 4.0, Tácticas de marketing 4.0, Valor de marca, Institución de Educación Superior, EstudiantesResumen
La complejidad del entorno, caracterizada por la posglobalización y la creciente competencia, planteó nuevos desafíos para las organizaciones después de la pandemia de Covid-19, al acelerar la transformación digital en desarrollo, incluso en las instituciones de educación superior. En este contexto, construir y mantener un valor de marca fue crucial para subsistir en un panorama cada vez más competitivo, siendo el Marketing 4.0 una herramienta clave para construir y potenciar el valor de marca de estas instituciones. El objetivo de esta investigación fue determinar la influencia del marketing 4.0 en el valor de marca de una Institución de Educación Superior. El método utilizado fue cuantitativo, nivel explicativo y diseño pre-experimental; la muestra estuvo conformada por 228 estudiantes de una institución. Para la recopilación de datos, se empleó la técnica de la encuesta y un cuestionario online como instrumento. Los hallazgos evidenciaron que el valor de marca estuvo influido significativamente por el marketing 4.0 (54.5%) y por las dimensiones: marketing centrado en el ser humano (52.4%), marketing de contenidos (50.3%), marketing omnicanal (47%) y marketing de participación (42.6%). Se concluyó que las instituciones de educación superior deben seguir desarrollando el valor de marca a través del marketing 4.0 y sus componentes, para fortalecer la implicación y compromiso de los consumidores.
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Derechos de autor 2025 Maria de los Angeles Yovana Acevedo Maravi, Helida Aliaga Balbín , Waldyr Fredy Cerrón Valverde
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial 4.0.
