Proceedings of the 2022 International Conference on International Studies in Social Sciences and Humanities (CISOC 2022)

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YouTube and Transmedia Storytelling on Educational Marketing of a Business School in Perú

Authors
Andrea Elizabeth Laberian Caceda1, *, Victor Omar Vite León1
1Universidad Peruana de Ciencias Aplicadas, UPC [Applied Sciences Peruvian University], Lima, Perú
*Corresponding author. Email: u201221216@upc.edu.pe
Corresponding Author
Andrea Elizabeth Laberian Caceda
Available Online 10 December 2022.
DOI
10.2991/978-2-494069-25-1_7How to use a DOI?
Keywords
Media convergence; Transmedia Storytelling; Media competence; Digital Technology; Media Technology
Abstract

The convergence of digital technology and media technology has led to the emergence of new media and a new way of distributing content: transmedia storytelling. This research analyses transmedia content in social networks by a Business School in Perú. The methodology used is qualitative and addresses three dimensions: audiovisual content, transmedia strategy and media competence. At the first level, it was found that the contents are of an advertising nature and seek to promote the brand in order to achieve enrollment. At the second level, three thematic lines are observed: quality education, institutional prestige and academic degree. At the third level, it is shown that the audience receives the message of the brand, has original content and uses technology efficiently. In conclusion, the contents fulfill the function of reaching the largest number of users; however, they do not to consolidate a transmedia strategy because they do not generate interaction between the brand and its followers.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on International Studies in Social Sciences and Humanities (CISOC 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
10 December 2022
ISBN
10.2991/978-2-494069-25-1_7
ISSN
2352-5398
DOI
10.2991/978-2-494069-25-1_7How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Andrea Elizabeth Laberian Caceda
AU  - Victor Omar Vite León
PY  - 2022
DA  - 2022/12/10
TI  - YouTube and Transmedia Storytelling on Educational Marketing of a Business School in Perú
BT  - Proceedings of the 2022 International Conference on International Studies in Social Sciences and Humanities (CISOC 2022)
PB  - Atlantis Press
SP  - 50
EP  - 64
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-25-1_7
DO  - 10.2991/978-2-494069-25-1_7
ID  - LaberianCaceda2022
ER  -