Inbound Communication on Virtual Platforms in Higher Education Institutions: An Experience During the Pandemic
DOI:
https://doi.org/10.24054/face.v22i2.1334Keywords:
Inbound marketing, social networks, pandemic, virtual platformsAbstract
The main objective of this research is to understand the perception of students from Institutions of Higher Education (IHEs) regarding inbound communication tools. This allows us to obtain specific results on the effectiveness of such tools in the use of platforms, emails, virtual classrooms, social networks, and university websites. The collected information was analyzed using the statistical program IBM SPSS 25.0, conducting a descriptive analysis of the data. The studied population comprises approximately 16,648 IHE students, with 463 effective responses obtained.
The results obtained during the pandemic show that inbound communication tools of IHEs are effective for the majority of students. In this regard, it is important to review the effectiveness of the content and take into account students' considerations to enhance the use of IHE communication resources. Additionally, it should be considered that current generations have a high level of proficiency in handling digital tools.
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