Viral marketing for the dissemination of social programs in rural communities of Perú

Abstract

The article aims to analyze the reality of the use of social networks for the dissemination of social programs in rural communities of Perú. The research is qualitative-interpretive. Methodologically, it is based on phenomenology and hermeneutics, which uses the interview and bibliographic review. Social media in rural communities in Peru is associated with Facebook and Twitter, however, the advertising or informative content that is developed is inappropriate, within the most relevant social programs are the programs QaliWarma, Juntos, Beca 18, Jóvenes Productivos, Trabaja Perú, Noa Jayatai, Agro rural, Impulsa Perú, Vivienda Rural and Pensión 65, however, not all programs have made it possible to meet the objectives aimed at reducing poverty levels and especially the coverage limit to generate a greater social impact.