Análisis de la percepción de los anuncios publicitarios en redes sociales de maestrías profesionalizantes: Un estudio con ecuaciones estructurales

Published in: Industry, Innovation, and Infrastructure for Sustainable Cities and Communities: Proceedings of the 17th LACCEI International Multi-Conference for Engineering, Education and Technology
Date of Conference: July 24-26, 2019
Location of Conference: Montego Bay, Jamaica
Authors: Victor-Hugo Gonzalez (Escuela Superior Politécnica del Litoral, EC)
Ronald Campoverde (Escuela Superior Politécnica del Litoral, EC)
Elsa Moreno-Mora (Escuela Superior Politécnica del Litoral, EC)
Melanie Correa-Tapia (Escuela Superior Politécnica del Litoral, EC)
(Escuela Superior Politécnica del Litoral)
Full Paper: #139


Due to the continuous growth of number of users in social networks, firms have viewed this communication type as an opportunity. Universities also want to connect and communicate their academic offers with their target group in an interactive social network whose value proposition is interconnectivity. However, the effectiveness of master's ads in the internet will depend on certain factors to capture the user's attention. This study investigates the essential factors to determine the effectiveness of master´s ads measured through the intension of search information by the user in the internet. The results confirm the influence of the benefits of the product, the slogan and the aesthetics as the impact of the understanding and evaluation of the message which would affect the intension of the search for information.