Resumen

MONTERRUBIO CABRERA, Elisa  y  GORDILLO BENAVENTE, Liliana de Jesús. Comparative study of the use of digital marketing: social networks in Educational Institutions in Mexico and Latin America. RIDE. Rev. Iberoam. Investig. Desarro. Educ [online]. 2023, vol.13, n.26, e041.  Epub 08-Sep-2023. ISSN 2007-7467.  https://doi.org/10.23913/ride.v13i26.1480.

Digital marketing has played a very important role in all organizations and Higher Education Institutions is no exception. The objective of this research was to carry out a comparative study of the use of digital marketing, in terms of social networks that have been incorporated by Higher Education Institutions in Mexico and in Latin America. The analysis of the publications in social networks of internationally renowned universities was carried out according to the QS World University Rankings, which to belong to this world list of prestige and quality analyzes some aspects of higher level educational institutions, The systematization of experiences was produced as a data collection technique, whose objective was to interpret and analyze the immediate practice in the use of digital marketing: social networks in educational institutions. The main findings found in this comparison of the universities were that each university creates its own communication channels, but considering its public objective such as the millennial and centennial generations that present social networks such as Facebook, Instagram, Twitter and YouTube in their daily use.

Palabras llave : Educational marketing; On line technologies; Social Channels; communication.