LA MERCADOTECNIA SOCIAL COMO ESTRATEGIA PARA EL FOMENTO DEL HÁBITO DE LA LECTURA EN UNIVERSITARIOS

Abstract

The objective of this article is to determine which Social Marketing strategies should be more appropriate in order to foster reading habits in university students. This is a quantitative, cross-sectional correlated study. The results show that university students are below the national average of books read per year. They are aware of the lack of reading habits and that reading campaigns have not been successful despite the efforts. The results also show that the participants prefer printed literature book versions contrary to what was expected and access to reading materials via social media. Specific actions are suggested according to participants’ preferences so reading habits can be fostered through Social Marketing Strategies in order to make students aware of the positive impact reading has in their personal as well as in their professional life.