Content marketing, public relations in users of a Municipality in San Martin – Peru
The present investigation was carried out with the objective determine the influence of content marketing on public relations with users of the Morales District Municipality, 2020. The research is of an applicative-type quantitative approach with a correlational descriptive scope because it evaluate...
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| Publicado en: | Revista de Investigación Valor Agregado |
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| Autores principales: | , , |
| Formato: | Artículo de revista |
| Lenguaje: | español |
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Universidad Peruana Unión
2021
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| _version_ | 1881695123522191360 |
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| author | Díaz Saavedra, Robin Alexander Aspajo Panduro, Hiara Dayan Dávila Flores , Angie Paola |
| author_browse | Aspajo Panduro, Hiara Dayan Dávila Flores , Angie Paola Díaz Saavedra, Robin Alexander |
| author_facet | Díaz Saavedra, Robin Alexander Aspajo Panduro, Hiara Dayan Dávila Flores , Angie Paola |
| author_sort | Díaz Saavedra, Robin Alexander |
| collection | Revistas |
| container_title | Revista de Investigación Valor Agregado |
| description | The present investigation was carried out with the objective determine the influence of content marketing on public relations with users of the Morales District Municipality, 2020. The research is of an applicative-type quantitative approach with a correlational descriptive scope because it evaluates the degree of association between two or more variables. The research design was non-experimental, cross-sectional because it was carried out without manipulating the variables. The total population was 20,525, composed of men and women of different ages, from 18 to 61 years old, in the investigation there was a sample of 377 users. For the content marketing variable, the instrument by the author Farromeque (2018) and the Public Relations variable proposed by the author Alcahuaman (2018) were used, both instruments were validated through expert judgment, their reliability was verified through Cronbach's Alpha 0.969 for the Content Marketing variable and 0.976 for Public Relations; which indicates that the reliability is good. The results show that if there is a significant relationship between content marketing and public relations with users (r = .905 **: p <0.00); It was concluded that the more content marketing the better the public relations. |
| format | Online |
| id | oai:riva.upeu.edu.pe:article/1629 |
| institution | UPeU |
| issn | 2413-5836 2410-1168 |
| language | Spanish |
| publishDate | 2021 |
| publishDateRange | 2021 |
| publishDateSort | 2021 |
| publisher | Universidad Peruana Unión |
| publisherStr | Universidad Peruana Unión |
| record_format | ojs |
| revista_str_mv | Revista de Investigación Valor Agregado |
| spelling | oai:riva.upeu.edu.pe:article/16292023-12-05T23:29:30Z Content marketing, public relations in users of a Municipality in San Martin – Peru Marketing de contenidos, relaciones públicas en usuarios de una Municipalidad en San Martin – Perú Díaz Saavedra, Robin Alexander Aspajo Panduro, Hiara Dayan Dávila Flores , Angie Paola Marketing de contenidos; relaciones públicas; usuarios. Content marketing; public relations; users. The present investigation was carried out with the objective determine the influence of content marketing on public relations with users of the Morales District Municipality, 2020. The research is of an applicative-type quantitative approach with a correlational descriptive scope because it evaluates the degree of association between two or more variables. The research design was non-experimental, cross-sectional because it was carried out without manipulating the variables. The total population was 20,525, composed of men and women of different ages, from 18 to 61 years old, in the investigation there was a sample of 377 users. For the content marketing variable, the instrument by the author Farromeque (2018) and the Public Relations variable proposed by the author Alcahuaman (2018) were used, both instruments were validated through expert judgment, their reliability was verified through Cronbach's Alpha 0.969 for the Content Marketing variable and 0.976 for Public Relations; which indicates that the reliability is good. The results show that if there is a significant relationship between content marketing and public relations with users (r = .905 **: p <0.00); It was concluded that the more content marketing the better the public relations. El presente estudio de investigación tuvo como objetivo determinar la influencia del marketing de contenidos en las relaciones públicas con los usuarios de la Municipalidad Distrital de Morales, 2020. La investigación es de enfoque cuantitativo de tipo aplicativo con un alcance descriptivo correlacional porque evalúa el grado de asociación entre dos o más variables. El diseño de la investigación fue no experimental de corte transversal porque se realizó sin manipular las variables. La población total fue 20 525, compuesta por hombres y mujeres de diferentes edades, de 18 a 61 años, en la investigación se contó con una muestra de 377 usuarios. Para la variable marketing de contenidos se utilizó el instrumento por el autor Farromeque (2018) y la variable Relaciones Públicas propuesto por el autor Alcahuaman, (2018), ambos instrumentos fueron validados mediante juicio de expertos, se comprobó su fiabilidad a través del Alpha de Cronbach, 0.969 para la variable Marketing de Contenidos y para las Relaciones Públicas 0.976; lo que indica que la confiabilidad es buena. Los resultados muestran que si existe relación significativa del Marketing de Contenidos en las Relaciones Públicas con los usuarios (r=,905**: p < 0,00); se concluyó que a mayor marketing de contenidos mejor será las relaciones públicas. Universidad Peruana Unión 2021-12-20 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf text/html https://riva.upeu.edu.pe/index.php/ri_va/article/view/1629 10.17162/riva.v8i1.1629 Revista de Investigación Valor Agregado; Vol. 8 Núm. 1 (2021): Revista de Investigación Valor agregado; 17 - 34 2413-5836 2410-1168 10.17162/riva.v8i1 spa https://riva.upeu.edu.pe/index.php/ri_va/article/view/1629/1912 https://riva.upeu.edu.pe/index.php/ri_va/article/view/1629/2017 Derechos de autor 2021 Revista de Investigación Valor Agregado |
| spellingShingle | Marketing de contenidos; relaciones públicas; usuarios. Content marketing; public relations; users. Díaz Saavedra, Robin Alexander Aspajo Panduro, Hiara Dayan Dávila Flores , Angie Paola Content marketing, public relations in users of a Municipality in San Martin – Peru |
| title | Content marketing, public relations in users of a Municipality in San Martin – Peru |
| title_alt | Marketing de contenidos, relaciones públicas en usuarios de una Municipalidad en San Martin – Perú |
| title_full | Content marketing, public relations in users of a Municipality in San Martin – Peru |
| title_fullStr | Content marketing, public relations in users of a Municipality in San Martin – Peru |
| title_full_unstemmed | Content marketing, public relations in users of a Municipality in San Martin – Peru |
| title_short | Content marketing, public relations in users of a Municipality in San Martin – Peru |
| title_sort | content marketing public relations in users of a municipality in san martin peru |
| topic | Marketing de contenidos; relaciones públicas; usuarios. Content marketing; public relations; users. |
| topic_facet | Marketing de contenidos; relaciones públicas; usuarios. Content marketing; public relations; users. |
| url | https://riva.upeu.edu.pe/index.php/ri_va/article/view/1629 |
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