dc.creator | Gil Cordero, Eloy | es |
dc.creator | Rodríguez Rad, Carlos J. | es |
dc.creator | Ledesma Chaves, Pablo | es |
dc.creator | Sánchez del Río Vázquez, María Elena | es |
dc.date.accessioned | 2023-12-14T14:37:19Z | |
dc.date.available | 2023-12-14T14:37:19Z | |
dc.date.issued | 2023 | |
dc.identifier.citation | Gil Cordero, E., Rodríguez Rad, C.J., Ledesma Chaves, P. y Sánchez del Río Vázquez, M.E. (2023). Analysis of factors affecting the effectiveness of face-to-face marketing learning via TikTok, YouTube and video conferencing. Heliyon, 9 (7), e17195. https://doi.org/10.1016/j.heliyon.2023.e17195. | |
dc.identifier.issn | 2405-8440 | es |
dc.identifier.uri | https://hdl.handle.net/11441/152515 | |
dc.description.abstract | After the COVID-19 pandemic, the use of virtual platforms, social networks and online applica-
tions has been totally modified by returning to face-to-face systems. The mandatory use of these
tools in the period of social distancing has led to their extensive development. This paper analyzes
the effects of the use of ICTs in a purely face-to-face environment. Therefore, it analyzes the
factors that affect student satisfaction and effectiveness in marketing learning through the use of
digital tools and online applications in face-to-face classes, and this analysis is from a dual
perspective of user and learning dissatisfaction. Using a learner-centered approach in university
classes, the use of the digital platform Blackboard, the digital tool YouTube and the social
network TikTok in university marketing teaching is analyzed. The study is carried out on a sample
of 327 university students of different levels. The analysis is performed through a mixed meth-
odology using a symmetric (PLS-SEM) and non-symmetric (fsQCA) approach, allowing a better
generalization of the results. In the measurement of effectiveness, both user assessment and
student learning assessment are significative, the two being affected in a similar way. However,
they are not related to each other, acting independently. Attitude is the construct that has the
greatest impact on both types of satisfaction. Perceived enjoyment also exerts a notable influence,
especially on learning satisfaction. The study presents one of the first post-pandemic approaches
to the analysis of the effectiveness of technological tools (ICT tools) in the face-to-face setting of
university marketing classes. | es |
dc.format | application/pdf | es |
dc.format.extent | 20 p. | es |
dc.language.iso | eng | es |
dc.publisher | Cell | es |
dc.relation.ispartof | Heliyon, 9 (7), e17195. | |
dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 Internacional | * |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | * |
dc.subject | Marketing learning | es |
dc.subject | Learning effectiveness | es |
dc.subject | Satisfaction | es |
dc.subject | PLS-SEM | es |
dc.subject | fsQCA | es |
dc.title | Analysis of factors affecting the effectiveness of face-to-face marketing learning via TikTok, YouTube and video conferencing | es |
dc.type | info:eu-repo/semantics/article | es |
dcterms.identifier | https://ror.org/03yxnpp24 | |
dc.type.version | info:eu-repo/semantics/publishedVersion | es |
dc.rights.accessRights | info:eu-repo/semantics/openAccess | es |
dc.contributor.affiliation | Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing) | es |
dc.relation.publisherversion | https://doi.org/10.1016/j.heliyon.2023.e17195 | es |
dc.identifier.doi | 10.1016/j.heliyon.2023.e17195 | es |
dc.journaltitle | Heliyon | es |
dc.publication.volumen | 9 | es |
dc.publication.issue | 7 | es |
dc.publication.initialPage | e17195 | es |