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

Abstract

Due to the continuous growth of number of users in social networks, firms have identified this communication channel as an opportunity to promote their educational offer. The Institutions of Higher Education through the use of social networks seek to communicate their academic offers with their target group in an interactive medium whose value proposal is interconnectivity. However, the effectiveness of master's ads will depend on certain factors to capture the user's attention. This study seeks to know the factors that influence the effectiveness of mastery advertisements measured through the intension of search information by the user of social networks (Facebook and Twitter). The results prove the influence of the product's benefits, the slogan and the aesthetics in the understanding and evaluation of the message that leads to greater interest and search for additional information.