Capacitación de instructores mediante prácticas de gestión de recursos humanos para implementar estrategias de marketing digital que promuevan la participación estudiantil en actividades físicas universitarias
DOI:
https://doi.org/10.47197/retos.v82.118091Palabras clave:
Gestión de recursos humanos, estrategias de marketing digital, actividad física universitaria, empoderamiento de instructores, compromiso estudiantil, modelado de ecuaciones estructuralesResumen
Introducción: Promover el compromiso de los estudiantes con las actividades físicas es un objetivo clave de la educación superior. Aunque el marketing digital es una herramienta importante para fomentar la participación, existe escasa evidencia sobre cómo las prácticas de Gestión de Recursos Humanos (GRH) y el marketing digital liderado por instructores influyen en el compromiso estudiantil, especialmente en el contexto iraní.
Objetivo: Analizar cómo las prácticas estratégicas de GRH fortalecen la implementación del marketing digital y favorecen el compromiso estudiantil, evaluando el papel mediador del marketing digital en la relación entre la GRH y el compromiso.
Metodología: Se realizó un estudio cuantitativo transversal en 2025 con 265 participantes (55 instructores y 210 estudiantes) de la Universidad Azad de Teherán. Los datos se analizaron mediante Modelado de Ecuaciones Estructurales (MEE). Se controlaron la práctica deportiva previa, el género y el campo de estudio.
Resultados: Las prácticas estratégicas de GRH mejoraron significativamente la implementación del marketing digital (β = 0.571, p < .001), mientras que el marketing digital predijo positivamente el compromiso estudiantil (β = 0.402, p < .001). Además, medió significativamente la relación entre la GRH y el compromiso. El modelo explicó el 52.5 % de la varianza del compromiso estudiantil (R² = .525). Las variables de control también mostraron asociaciones significativas.
Conclusiones: La GRH estratégica fortalece la capacidad de los instructores para implementar un marketing digital eficaz, incrementando directa e indirectamente la participación estudiantil en actividades físicas y contribuyendo a una comunidad universitaria más activa y comprometida.
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