Afectación de los influencers en la intención de realizar estudios universitarios.

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dc.contributor.advisorCasadiego Alzate, Rodolfo
dc.contributor.authorSevillano Gómez, Santiago
dc.coverage.temporalSeptiembre 2024 a Febrero 2025
dc.date.accessioned2026-03-04T22:02:01Z
dc.date.available2026-03-04T22:02:01Z
dc.date.issued2025-12
dc.description.abstractEl presente documento busca, a partir de una revisión de literatura, encontrar si las características de la información emitida por los influencers y expuesta en diferentes plataformas digitales, tiene un efecto persuasivo en los adolescentes que los ven como un modelo a seguir, afectando su intención de estudiar en la universidad. Partiendo de los modelos de adopción de la información propuestos por Sussman y Siegal (2003) y Erkan y Evans (2016), se pautaron las variables a tener en cuenta para evaluar los aspectos de la información emitida por los influencers y de la respuesta de los consumidores, siendo estos los siguientes: calidad de la información, credibilidad de la información, actitud hacia la información, necesidad de la información, utilidad de la información y aceptación de la información. El modelo que contiene las variables anteriormente mencionadas fue intervenido a conveniencia de los investigadores, incluyendo dos ítems más: Influencers (como emisores del mensaje) y la intención de estudiar, como aspecto a tener en cuenta para determinar si el deseo de ser influencer implica un impacto en la decisión de vincularse a un programa formativo. La investigación recogerá una muestra mínima de 200 adolescentes colombianos que responderán una encuesta de aproximadamente diez preguntas por ítem y cuyas respuestas serán medidas en un escalamiento Likert de cinco puntos.spa
dc.description.abstractenglishThis document seeks, based on a review of the literature, to determine whether the characteristics of the information disseminated by influencers and displayed on different digital platforms have a persuasive effect on adolescents who see them as role models, affecting their intention to study at university. Based on the information adoption models proposed by Sussman and Siegal (2003) and Erkan and Evans (2016), the variables to be taken into account to evaluate the aspects of the information disseminated by influencers and the response of consumers were established, as follows: quality of information, credibility of information, attitude toward information, need for information, usefulness of information, and acceptance of information. The model containing the above variables was modified at the convenience of the researchers to include two additional items: influencers (as message senders) and the intention to study, as an aspect to be taken into account to determine whether the desire to be an influencer has an impact on the decision to enroll in a training program. The research will collect a minimum sample of 300 Colombian adolescents who will respond to a survey of approximately ten questions per item, and whose responses will be measured on a five-point Likert scale.spa
dc.format.mimetypeapplication/pdfspa
dc.identifier.instnameinstname:Politécnico Grancolombianospa
dc.identifier.reponamereponame:Alejandría Repositorio Comunidadspa
dc.identifier.repourlrepourl:http://alejandria.poligran.edu.cosspa
dc.identifier.urihttp://hdl.handle.net/10823/8064
dc.language.isospaspa
dc.publisher.facultyFacultad de Sociedad, Cultura y Creatividadspa
dc.publisher.programMaestría en Gerencia Estratégica de Mercadeospa
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dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
dc.rights.creativecommonsAtribución-NoComercial-SinDerivadas 2.5 Colombiaspa
dc.subject.keywordsMotivations for becoming an influencerspa
dc.subject.keywordsSocial mediaspa
dc.subject.keywordsEducationspa
dc.subject.keywordsDecision to studyspa
dc.subject.lembInfluenciadoresspa
dc.subject.lembRedes sociales en líneaspa
dc.subject.lembAnálisis de literaturaspa
dc.subject.proposalMotivaciones para ser influencerspa
dc.subject.proposalRedes Socialesspa
dc.subject.proposalEducaciónspa
dc.subject.proposalDecisión de estudiarspa
dc.titleAfectación de los influencers en la intención de realizar estudios universitarios.spa
dc.title.translatedImpact of influencers on the intention to pursue university studies.spa
dc.typematerThesisspa
dc.type.coarhttp://purl.org/coar/resource_type/c_bdccspa
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aaspa
dc.type.driverinfo:eu-repo/semantics/masterThesisspa
dc.type.hasversioninfo:eu-repo/semantics/acceptedVersion
dc.type.localTesis/Trabajo de grado - Monografía - Maestríaspa
dc.type.redcolhttps://purl.org/redcol/resource_type/TM
dc.type.versioninfo:eu-repo/semantics/acceptedVersionspa

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