Estrategias de comunicación digital y su impacto en el consumidor. Una propuesta para una asociación de jóvenes peruanos
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2019-09-02
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Pontificia Universidad Católica del Perú
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Resumen
Las redes sociales y los sitios web son medios que no solo se utilizan para el
entretenimiento o para establecer relaciones sociales, también son útiles para influir en
cuestiones positivas como la solidaridad. Un ejemplo de ello se muestra en las prácticas
de solidariad de la Asociación Civil Voluntades.
En ese contexto, se ha planteado una propuesta de rediseño de la página web
institucional de la Asociación Civil Voluntades para captar donaciones online. Asimismo,
se desarrolló estrategias de comunicación digital para aumentar la comunidad de
fans/seguidores de las redes sociales de Voluntades y para mejorar el porcentaje de
engagement.
Esta investigación da luces de los hábitos y perspectivas de los jóvenes en torno al
voluntariado y su relación con el uso de la web social. Además, revela la utilidad de las
diversas plataformas de la web social 2.0 (Facebook, Blogs, sitios web, etc.) en jóvenes
comprometidos con el voluntariado de la Asociación Civil Voluntades.
Social networks and websites are means that are not only used for entertainment or to establish social relationships, they are also useful for influen cing positive issues such as solidarity. An example of this is shown in the solidarity practices of the Civil Association Wills. In this context, a proposal has been made to redesign the institutional website of the Civil Association of Wills to collect donations online. Likewise, digital communication strategies were developed to increase the community of fans / followers of the social networks of Wills and to improve the percentage of engagement. This research sheds light on the habits and perspectives of young people around volunteering and its relationship with the use of the social web. In addition, it reveals the usefulness of the various platforms of the social web 2.0 (Facebook, Blogs, websites, etc.) in young people committed to volunteering with the Civil Association of Wills.
Social networks and websites are means that are not only used for entertainment or to establish social relationships, they are also useful for influen cing positive issues such as solidarity. An example of this is shown in the solidarity practices of the Civil Association Wills. In this context, a proposal has been made to redesign the institutional website of the Civil Association of Wills to collect donations online. Likewise, digital communication strategies were developed to increase the community of fans / followers of the social networks of Wills and to improve the percentage of engagement. This research sheds light on the habits and perspectives of young people around volunteering and its relationship with the use of the social web. In addition, it reveals the usefulness of the various platforms of the social web 2.0 (Facebook, Blogs, websites, etc.) in young people committed to volunteering with the Civil Association of Wills.
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Voluntariado social--Perú, Jóvenes--Perú, Mercadeo--Redes sociales
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Licencia Creative Commons
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