Abstract
Currently, there is a great demand for online courses on platforms such as Coursera, Domestika, among others. This growth has increased since the Covid-19 pandemic. Therefore, this study analyzes the perceptions of young university students between 20 and 30 years of age from the Faculty of Communications of a private university in Lima, Peru, to understand what the elements of purchase decision in the advertising communication of the Domestika e-learning platform through pre-roll content on YouTube are. The approach of the study is qualitative with a case study design. Sixteen semi-structured interviews were conducted with university students who use the YouTube platform as an educational, entertainment, etc. tool. Accordingly, the purchase decision components were determined: the quality of the teachers, the self-improvement discourse, and the online proposal in pandemic.
| Translated title of the contribution | Components of the decision to purchase Domestika platform courses through YouTube |
|---|---|
| Original language | Spanish |
| Pages (from-to) | 330-341 |
| Number of pages | 12 |
| Journal | RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao |
| Volume | 2024 |
| Issue number | E70 |
| State | Published - 2024 |
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