Construction of the identity digital university student to inclination of the and-branding: a systematic revision
Keywords:
Digital identity, marketing, university, ebranding strategies, onlineAbstract
The present article exposes results from an investigation of reach exploratory environment to a thematic one pertinent referred to the identity digital university student through the and-branding, which is part of studies of doctoral formation. Is he/she carried out a systematizing to give answer to the query Which the strategies are of and-branding that allow to strengthen the digital identity in an university of Piuria? whose purpose was to identify them. As a result of the opposing discoveries it is revealed that the digital identity was structured in five dimensions and that the influenciadores, experiences and storytelling were effective tools to generate solid connections if they were used correctly. Also, the importance of mensuration tools was stood out to evaluate results starting from that which five strategies were designed of and - branding centered in influenciadores, content, experiences and metric. You concluded that the and-branding it projected authenticity, he/she differed to the institutions in competitive environments and it connected emotionally with the audiences. These results constitute relating theoretical to work in the conceptualization and operacionalización of the variables of a doctoral investigation.
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Copyright (c) 2026 Luis Emilio Acaro Tavara , Kelly Cordova Cordova , Maria Yedidia Alburqueque Trelles, Manuel Espinoza Cisneros
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