Influencia de la Publicidad de YouTube en el Comportamiento del Consumidor en los Alumnos de una Universidad Privada, Trujillo-Perú, 2021

Bianca Valeria Contreras Gallardo; Verónica Lucía Castañeda Roncal; Patricia Barinotto Roncal; Francisco Paredes León

doi:10.18687/LACCEI2022.1.1.16

Influencia de la Publicidad de YouTube en el Comportamiento del Consumidor en los Alumnos de una Universidad Privada, Trujillo-Perú, 2021

Translated title of the contribution: Influence of YouTube Advertising on Consumer Behavior in the Students of a Private University, Trujillo-Peru, 2021

Bianca Valeria Contreras Gallardo
, Verónica Lucía Castañeda Roncal
, Patricia Barinotto Roncal
, Francisco Paredes León

Universidad Privada del Norte

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

1 Scopus citations

Abstract

Technology has been evolving faster and faster and advertising on YouTube has become more and more important. Therefore, companies must adapt to the digital world and study their consumers. The present research aims to determine the influence of YouTube advertising on consumer behavior in students of a private university in Trujillo, Peru, 2021. For this purpose, a non-experimental research design was followed, with a quantitative and applied approach. The instrument used was the questionnaire, composed of 32 questions that was applied to a sample of 245 students of a priva te university in the city of Trujillo, aged 17 to 25 years old. Consequently, it was obtained as a result that there is a significant relationship between YouTube advertising and consumer behavior in students of a private university in Trujillo, indicating that the more YouTube advertising, the better the consumer behavior. In conclusion, YouTube advertising significantly influences consumer behavior in students of a private university, Trujillo, 2021 by 19.9%, so it is recommended that companies that target a youth audience, implement more advertising on this platform, with strategies aimed at generating greater impact on consumer behavior.

Translated title of the contribution	Influence of YouTube Advertising on Consumer Behavior in the Students of a Private University, Trujillo-Peru, 2021
Original language	Spanish
Title of host publication	20th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology
Subtitle of host publication	"Education, Research and Leadership in Post-Pandemic Engineering: Resilient Inclusive and Sustainable Actions", LACCEI 2022
Editors	Maria M. Larrondo Petrie, Jose Texier, Andrea Pena, Jose Angel Sanchez Viloria
ISBN (Electronic)	9786289520705
DOIs	https://doi.org/10.18687/LACCEI2022.1.1.16
State	Published - 2022
Event	20th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology, LACCEI 2022 - Boca Raton, United States Duration: 18 Jul 2022 → 22 Jul 2022

Publication series

Name	Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
Volume	2022-July
ISSN (Electronic)	2414-6390

Conference

Conference	20th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology, LACCEI 2022
Country/Territory	United States
City	Boca Raton
Period	18/07/22 → 22/07/22

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Access to Document

10.18687/LACCEI2022.1.1.16

Cite this

Gallardo, B. V. C., Roncal, V. L. C., Roncal, P. B., & Paredes León, F. (2022). Influencia de la Publicidad de YouTube en el Comportamiento del Consumidor en los Alumnos de una Universidad Privada, Trujillo-Perú, 2021. In M. M. Larrondo Petrie, J. Texier, A. Pena, & J. A. S. Viloria (Eds.), 20th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology: "Education, Research and Leadership in Post-Pandemic Engineering: Resilient Inclusive and Sustainable Actions", LACCEI 2022 (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology; Vol. 2022-July). https://doi.org/10.18687/LACCEI2022.1.1.16

Gallardo, Bianca Valeria Contreras ; Roncal, Verónica Lucía Castañeda ; Roncal, Patricia Barinotto et al. / Influencia de la Publicidad de YouTube en el Comportamiento del Consumidor en los Alumnos de una Universidad Privada, Trujillo-Perú, 2021. 20th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology: "Education, Research and Leadership in Post-Pandemic Engineering: Resilient Inclusive and Sustainable Actions", LACCEI 2022. editor / Maria M. Larrondo Petrie ; Jose Texier ; Andrea Pena ; Jose Angel Sanchez Viloria. 2022. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

@inproceedings{aea309a9834f4f8591be7fc711410b80,

title = "Influencia de la Publicidad de YouTube en el Comportamiento del Consumidor en los Alumnos de una Universidad Privada, Trujillo-Per{\'u}, 2021",

abstract = "Technology has been evolving faster and faster and advertising on YouTube has become more and more important. Therefore, companies must adapt to the digital world and study their consumers. The present research aims to determine the influence of YouTube advertising on consumer behavior in students of a private university in Trujillo, Peru, 2021. For this purpose, a non-experimental research design was followed, with a quantitative and applied approach. The instrument used was the questionnaire, composed of 32 questions that was applied to a sample of 245 students of a priva te university in the city of Trujillo, aged 17 to 25 years old. Consequently, it was obtained as a result that there is a significant relationship between YouTube advertising and consumer behavior in students of a private university in Trujillo, indicating that the more YouTube advertising, the better the consumer behavior. In conclusion, YouTube advertising significantly influences consumer behavior in students of a private university, Trujillo, 2021 by 19.9\%, so it is recommended that companies that target a youth audience, implement more advertising on this platform, with strategies aimed at generating greater impact on consumer behavior.",

keywords = "Advertising, Consumer behavior, YouTube advertising",

author = "Gallardo, \{Bianca Valeria Contreras\} and Roncal, \{Ver{\'o}nica Luc{\'i}a Casta{\~n}eda\} and Roncal, \{Patricia Barinotto\} and \{Paredes Le{\'o}n\}, Francisco",

note = "Publisher Copyright: {\textcopyright} 2022 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.; 20th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology, LACCEI 2022 ; Conference date: 18-07-2022 Through 22-07-2022",

year = "2022",

doi = "10.18687/LACCEI2022.1.1.16",

language = "Espa{\~n}ol",

series = "Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology",

editor = "\{Larrondo Petrie\}, \{Maria M.\} and Jose Texier and Andrea Pena and Viloria, \{Jose Angel Sanchez\}",

booktitle = "20th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology",

}

Gallardo, BVC, Roncal, VLC, Roncal, PB & Paredes León, F 2022, Influencia de la Publicidad de YouTube en el Comportamiento del Consumidor en los Alumnos de una Universidad Privada, Trujillo-Perú, 2021. in MM Larrondo Petrie, J Texier, A Pena & JAS Viloria (eds), 20th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology: "Education, Research and Leadership in Post-Pandemic Engineering: Resilient Inclusive and Sustainable Actions", LACCEI 2022. Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology, vol. 2022-July, 20th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology, LACCEI 2022, Boca Raton, United States, 18/07/22. https://doi.org/10.18687/LACCEI2022.1.1.16

Influencia de la Publicidad de YouTube en el Comportamiento del Consumidor en los Alumnos de una Universidad Privada, Trujillo-Perú, 2021. / Gallardo, Bianca Valeria Contreras; Roncal, Verónica Lucía Castañeda; Roncal, Patricia Barinotto et al.
20th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology: "Education, Research and Leadership in Post-Pandemic Engineering: Resilient Inclusive and Sustainable Actions", LACCEI 2022. ed. / Maria M. Larrondo Petrie; Jose Texier; Andrea Pena; Jose Angel Sanchez Viloria. 2022. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology; Vol. 2022-July).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Influencia de la Publicidad de YouTube en el Comportamiento del Consumidor en los Alumnos de una Universidad Privada, Trujillo-Perú, 2021

AU - Gallardo, Bianca Valeria Contreras

AU - Roncal, Verónica Lucía Castañeda

AU - Roncal, Patricia Barinotto

AU - Paredes León, Francisco

PY - 2022

Y1 - 2022

N2 - Technology has been evolving faster and faster and advertising on YouTube has become more and more important. Therefore, companies must adapt to the digital world and study their consumers. The present research aims to determine the influence of YouTube advertising on consumer behavior in students of a private university in Trujillo, Peru, 2021. For this purpose, a non-experimental research design was followed, with a quantitative and applied approach. The instrument used was the questionnaire, composed of 32 questions that was applied to a sample of 245 students of a priva te university in the city of Trujillo, aged 17 to 25 years old. Consequently, it was obtained as a result that there is a significant relationship between YouTube advertising and consumer behavior in students of a private university in Trujillo, indicating that the more YouTube advertising, the better the consumer behavior. In conclusion, YouTube advertising significantly influences consumer behavior in students of a private university, Trujillo, 2021 by 19.9%, so it is recommended that companies that target a youth audience, implement more advertising on this platform, with strategies aimed at generating greater impact on consumer behavior.

AB - Technology has been evolving faster and faster and advertising on YouTube has become more and more important. Therefore, companies must adapt to the digital world and study their consumers. The present research aims to determine the influence of YouTube advertising on consumer behavior in students of a private university in Trujillo, Peru, 2021. For this purpose, a non-experimental research design was followed, with a quantitative and applied approach. The instrument used was the questionnaire, composed of 32 questions that was applied to a sample of 245 students of a priva te university in the city of Trujillo, aged 17 to 25 years old. Consequently, it was obtained as a result that there is a significant relationship between YouTube advertising and consumer behavior in students of a private university in Trujillo, indicating that the more YouTube advertising, the better the consumer behavior. In conclusion, YouTube advertising significantly influences consumer behavior in students of a private university, Trujillo, 2021 by 19.9%, so it is recommended that companies that target a youth audience, implement more advertising on this platform, with strategies aimed at generating greater impact on consumer behavior.

KW - Advertising

KW - Consumer behavior

KW - YouTube advertising

UR - https://www.scopus.com/pages/publications/85139985304

U2 - 10.18687/LACCEI2022.1.1.16

DO - 10.18687/LACCEI2022.1.1.16

M3 - Contribución a la conferencia

AN - SCOPUS:85139985304

T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology

BT - 20th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology

A2 - Larrondo Petrie, Maria M.

A2 - Texier, Jose

A2 - Pena, Andrea

A2 - Viloria, Jose Angel Sanchez

T2 - 20th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology, LACCEI 2022

Y2 - 18 July 2022 through 22 July 2022

ER -

Gallardo BVC, Roncal VLC, Roncal PB , Paredes León F. Influencia de la Publicidad de YouTube en el Comportamiento del Consumidor en los Alumnos de una Universidad Privada, Trujillo-Perú, 2021. In Larrondo Petrie MM, Texier J, Pena A, Viloria JAS, editors, 20th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology: "Education, Research and Leadership in Post-Pandemic Engineering: Resilient Inclusive and Sustainable Actions", LACCEI 2022. 2022. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology). doi: 10.18687/LACCEI2022.1.1.16

Influencia de la Publicidad de YouTube en el Comportamiento del Consumidor en los Alumnos de una Universidad Privada, Trujillo-Perú, 2021

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UN SDGs

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