Title
Marketing experience in non-profit organizations: A look at experience pro-viders
Other title
Marketing experiencial en organizaciones sin fines de lucro: Una mirada a los proveedores de experiencias
Date Issued
01 October 2020
Access level
metadata only access
Resource Type
journal article
Author(s)
González-Díaz R.R.
Acosta-Moltó E.
Vargas E.C.
Centro Internacional de Investigación y Desarrollo
Publisher(s)
Associacao Iberica de Sistemas e Tecnologias de Informacao
Abstract
This article aims to analyze the relationship of experience providers as psycho-affective stimulators through experiential marketing in non-profit organizations in the Colombian Caribbean region; it was framed in a mixed research design struc-tured in two sequential phases: quantitative phase, a questionnaire with Likert-type scale was applied, validated in expert judgment and with a Cronbach’s Alpha coef-ficient of 0.85 (Very High) to a population of 273 young people between 18 and 25 years old in the departments of Córdoba and Sucre socially operated by 5 foundations. Qualitative phase was carried out through a socialization of results with 3 experts in marketing, through the hermeneutical or interpretive method. The main results consider that internal staff as a provider of experience generates a greater influence among psycho-affective stimulators in non-profit organizations.
Start page
186
End page
202
Volume
2020
Issue
E36
Language
Spanish
OCDE Knowledge area
Ciencias de la información
Scopus EID
2-s2.0-85094596938
Source
RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao
ISSN of the container
16469895
Sources of information: Directorio de Producción Científica Scopus