Preference for social networks and impact of digital advertising of the educational offer on new students at the higher level

Abstract

The present research work shows the preliminary results of the work called preference for social networks and impact of digital advertising of the educational offer on new students at the higher level. The research is of a cross-sectional design, with a quantitative, descriptive and correlational approach, the population is made up of 308 new students and it was carried out in the Middle Zone Multidisciplinary Academic Unit (UAMZM) dependency of the Autonomous University of San Luis Potosí (UASLP). It can be concluded that most of the respondents stated that they had consulted information on the UAMZM social networks about the educational offer and 43.8% of the respondents indicated that advertising on social networks influenced their decision when choosing a career. It is detected that 92.5% of the respondents have an account on the social network Facebook, however this is not the favorite of the students, the preferred social network is Instagram, followed by Tik Tok, in third position is Facebook, YouTube and finally Twitter. Regarding Instagram, the NSE A/B is the one that prefers this network the most, the NSE C+ states that they prefer Tik Tok, the NSE that Facebook prefers the most is also the A/B, it is also concluded that there is no relationship between the NSE and the students' favorite social network.