Recent Submissions

  • The Brand-Cause Fit in the Advertising Campaign for Sprite’s #YouAreNotAlone

    Cachay-Marín, Claudia; Arbaiza, Francisco; Gallardo-Echenique, Eliana (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    Several authors have determined concepts related to the inclusion of social problems in advertising. One of them is brand-cause fit, which refers to the condition in which a brand and a social problem—with which the target audience feels identified—are conceptually united in a single communication proposal. The purpose of this study was to analyze how university students perceive the brand-cause fit as a communication strategy in Sprite's “You Are Not Alone” campaign. A qualitative methodology was adopted and semi-structured interviews were conducted with 24 university students of which 12 belonged to the LGBT community and 12 were heterosexual. The participants positively perceived the brand-cause fit used as an advertising strategy in Sprite's campaign. Not only do they value the fact that brands include social issues and problems in their communication, but they also claim that it is the brands’ responsibility to do so.
    Acceso restringido temporalmente
  • The use of virtual reality as an advertising tool for brand experience in Peru

    Espinoza-Nieves, Javier; Arbaiza, Francisco (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    Recently, the advertising industry has implemented new methods to improve the relationship between brands and their consumers. To understand how to achieve this effect in a positive way, several studies have turned to the examination of advertising actions aimed at boosting brand experience. However, there are few studies that deepen the knowledge of the importance of creating brand experiences through innovative communication technologies such as virtual reality (VR). The present research explores how the use of VR in advertising helps in the generation of brand experiences. A qualitative methodology of phenomenological design was used with advertising professionals in the city of Lima. In addition, the exploratory scope of the analysis followed a descriptive coding process. It was evidenced that the properties of VR, such as immersion, presence, and its sensory capabilities are crucial to promote brand experiences with greater intensity. This category of virtual brand experiences influences brand image, affects purchase intentions and, above all, builds brand loyalty.
    Acceso restringido temporalmente
  • Gender role stereotypes as an ethical resource in the peruvian advertising discourse

    Carbajal-Obando, Ninowska Camila; Mezarina, Melina; Gallardo-Echenique, Eliana (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    The most renowned brands worldwide incorporate initiatives in their business approach that seek equality between genders in society. Nonetheless, brands in their advertising campaigns, gender remains stereotyped in the roles men and women play, which can be considered harmful to society and therefore unethical. Such discrepancy appears even in the same intervention generated by advertising specialists who define and design the communication of these brands. Therefore, this study seeks to identify the arguments used by Peruvian advertising professionals to justify the use of gender role stereotypes within the advertising discourse from an ethical perspective. A qualitative approach was selected as the research method for this study. In-depth interviews with 16 professional advertisers from different areas in charge of producing this type of communication. The lack of knowledge about the actual dimension of the harmful gender stereotypes impeded a debate to leave without arguments to those who believe that the use of stereotypes is ethical. Professional advertisers have lost part of the necessary connection with ethics and find it hard to deal with these dilemmas because they do not identify the damage caused by gender role stereotypes in society.
    Acceso restringido temporalmente
  • The attitude of university students about advertising on Facebook in the category of clothing and accessories

    Bravo, Karina García; Arbaiza, Francisco (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    In recent years, the increase in social networks has led consumers to spend a lot of time online, getting a lot of information about different products and services that are of interest to them. It is in this context that companies have reoriented their strategies, in order to use social networks as a new means of advertising communication. There are different social networks such as Facebook, Twitter and Instagram; however, Facebook is one of the social networks that has taken great strength in recent years and companies have had to direct their advertising communications towards this medium. There is research that focuses on consumer attitudes towards advertising on Facebook. However, we found little literature that addresses this same issue focusing on the young consumer and a specific product category. In this context, this exploratory study focuses on understanding young women’s attitudes towards advertising in the clothing and accessories category presented on Facebook. To this end, fourteen interviews were conducted with university students in the city of Lima, selected on the basis of convenience sampling, which revealed that despite the fact that young university women have other social networks, they still use Facebook and show a positive attitude towards advertising on Facebook as long as the advertising is not invasive, entertains them, has relevant information, uses images that generate affinity with them and contains attractive messages according to their age.
    Acceso restringido temporalmente
  • Chicha music as an advertising resource to arouse emotions in the consumer

    Duran-Palomino, Ana Kelly; Arbaiza, Francisco; Gallardo-Echenique, Eliana (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    This study aims to analyze the emotions aroused by tropical Andean music—popularly known as chicha—present in the advertising of a well-known beverage brand in university students. The power music exerts in advertising is already commonly known as well as how it can intensify the effect of the message and trigger an emotional reaction in the consumer. This Peruvian musical genre is usually closely related to Peruvian identity and attributes of its population such as racial and cultural intermixing, creativity and self-improvement. In recent years, this sound resource has been established in the commercial communication of Peruvian brands aimed at the modern neo-Limenian; many of them descendants of migrants, proud of their origin and culture. This study is qualitative with a phenomenological approach. Through 16 interviews, the study shows how the presence of this musical genre can arouse positive emotions in the sample. In addition, the choice of music has to be coherent with the narrative structure of the advertising message to ensure optimal emotions.
    Acceso restringido temporalmente
  • Employer branding on social media to engage Generation Z

    Carbajal-Cribillero, Meredhit; Javier-Niño, Gabriela; Mäckelmann, Mathias; Gallardo-Echenique, Eliana (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    Organizations compete to attract and retain top talent and differentiate themselves from their competitors; they work on employer branding strategies. This study analyzed how organizations should communicate their employer brand in social media to attract Generation Z talent. This is a qualitative research with a phenomenology design. The research technique used was the semi-structured interview. Twenty university students and graduates of business or engineering schools were interviewed; they participated on a voluntary basis. This study reveals that participants apply to an organization for the following reasons: salary, work environment, reputation, benefits, and career path. Regarding social media, the interviewees’ favorites are LinkedIn and Instagram. In relation to social media content, companies should keep in mind that Generation Z not only wants to see job offers but also to learn more about them, specifically their characteristics, as this will increase their desire to become a part of them, and in some cases, may even be decisive in accepting an offer.
    Acceso restringido temporalmente
  • Independent films and streaming platforms: access difficulties for peruvian filmmakers

    Mateo, Jazmin; Gomero, Giancarlo (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    The pandemic caused by COVID-19 has created an uncertain scenario for independent films, forcing them to explore other exhibition opportunities and having streaming as the protagonist. In this context, identifying the access gaps that Peruvian cinema have for entering the international market in a digital environment is a topic of current interest. This article aims to identify the difficulties encountered by Peruvian independent films in order to enter the main platforms (Netflix, HBO, Amazon Prime, among others). The methodology used is based on semi-structured interviews conducted to Peruvian filmmakers who have had the experience of having their films via streaming. In order to understand better the object of study, an in-depth interview was conducted to the General Management of Guarango Cine y Video, which is a production studio specialized in post-production, delivery and preparation of films for digital platform. For analyzing the results, there is a classification proposal of difficulties: technical, economical, production and socio-cultural. These four categories and their effect on film circulation are the central axis of this research. The most important findings of the research suggest that economic issues and the lack of knowledge or planning in terms of distribution possibilities are the main and transversal difficulties encountered by independent Peruvian filmmakers to exhibit on streaming platforms.
    Acceso restringido temporalmente
  • The narrative within the interactive documentary for the reconstruction of memory: enforced disappearances in Latin America

    Borja, Lupe Martinez; Casquino, Yasmín Sayán (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    The exposure of social problems such as forced disappearances is necessary for the history of society. The interactive documentary is a new digital proposal for the creation of spaces for the reconstruction of a social memory. In this paper, a content analysis is used to analyze the construction of the interactive narrative for the reconstruction of memory in the webdoc Forensic Landscapes and, with this, to identify its narrative composition in the construction of new spaces for the user’s experience. The interactive documentary generates a shared feeling between the user and the interface due to resources such as hypertextuality, database, narrative elements, representation modalities and interactivity. Thus, immersion is adhered, a new way of exposing a social theme in 360 degrees which recreates a sensory experience within an imaginary universe. Through the story, the memory of the agents involved in forced disappearances in Latin America is reconstructed.
    Acceso restringido temporalmente
  • Digital transformation in the distribution and exhibition channels of auteur cinema

    Curi, Jimmy Trevejo; Casquino, Yasmin Sayán (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    Peruvian auteur cinema has faced problems of distribution and cinematographic exhibition in the windows of massive scope. Most of the exhibition windows have been monopolized by big Hollywood productions. Currently, the mandatory confinement due to COVID-19 has accelerated and materialized a digital transformation process that was under development. That is why the main objective of the research seeks to analyze how the digital transformation in the distribution and exhibition channels contributes to Peruvian auteur cinema. In order to carry out this objective, an interpretative research was conducted with a qualitative data methodology. The selected categories were: auteur cinema, digital transformation and distribution and exhibition channels. Semi-structured interviews were conducted with specialists in marketing and film production. In conclusion, from the perspective of the specialists, it is indicated that such transformation allows opening markets and serving audiences that were historically neglected before. Finally, there was a lack of specialization in the different areas of distribution and audience development, demonstrating the importance of the participation of professionals specialized in marketing to lead these processes. © 2022, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
    Acceso restringido temporalmente
  • Beyond the wound and oblivion: the voz memoriosa and its narrative in two Radio Ucamara documentaries

    García, Andrea Cabel (Universidad de los Andes, Bogota Colombia, 2022-01-01)
    In this research, we use an interdisciplinary approach to analyze the narrative of Radio Ucamara in order to render visible the material and spiritual consequences of the largest oil spill of the first decade of the 2000s in Peru. To do so, I analyze two documentaries: Consuelen a mi pueblo. Cuninico, dos años después (14' 37"), and Daños a la espiritualidad kukama (11' 40"). They show their forms of resistance and denunciation through what we call a voz memoriosa. This conceptual metaphor is characterized by intersecting their own social practices (songs, icaros, and stories) with official narratives (the chronology of the spill, the tallying of material damage, and extracts from trials). Thus, their way of presenting the consequences of the spill and of representing themselves in relation to them is not only cross-cultural, but also highly metaphorical. I chose to apply a qualitative approach based on ten extensive, in-depth, semi-structured telephone interviews and by instant messaging with Leonardo Tello, director of Radio Ucamara, from May 2020 to June 2021. The analysis and the theoretical concept reveal that documentaries are part of their social practices insofar as they involve community members and the non-human subjectivities with whom they relate. Thus, they, on their own terms, manage to interweave Western perspectives of linear (cause-consequence) remembrance with their polyphonic remembrance of organic aesthetics. The concept that I propose allows us to broaden Ginsburg’s use and understanding of organic aesthetics. The study also offers an analysis of the way in which those affected describe the consequences that environmental pollution brings directly upon their spirituality.
    Acceso abierto
  • Códigos Emergentes de "Dadvertising": Representaciones Paternas con Enfoque Equitativo

    Morales Vivanco, Verónica; Gallardo-Echenique, Eliana Esther (Universidad de Sevilla, 2022-01)
    Este estudio analizó los códigos de dadvertising asociados a la equidad de género. El dadvertising es un tipo de publicidad paternal que promueve representaciones cercanas y multifacéticas de los hombres en su rol de padres dentro del hogar. Al ser una tendencia emergente, no hay suficientes estudios enfocados en construir mensajes publicitarios empáticos e inclusivos dirigido a los padres. Se adoptó una metodología cualitativa para analizar el spot “Más tiempo para crecer” de la marca bancaria Interbank. Se realizaron entrevistas semiestructuradas a 15 padres de familia de 25 a 39 años de edad. Como resultado, los códigos de dadvertising asociados a la equidad de género en el spot son: protección, satisfacción, compañerismo, empoderamiento emocional, valores de equidad, expresión emocional y equilibrio trabajo-familia. Estos códigos contribuyen a la construcción de un discurso publicitario alejado de estereotipos tradicionales, para generar una identificación y actitud positiva de marca con los padres de familia.
    Acceso abierto
  • Micro-learning Platforms Brand Awareness Using Socialmedia Marketing and Customer Brand Engagement

    Mujica, Alejandro; Villanueva, Esteban; Lodeiros-Zubiria, Manuel Luis (International Association of Online Engineering (IAOE), 2021-09-06)
    This study aims to analyse the impact of Social Media Marketing in Customer Brand Engagement and Brand Awareness micro-learning platforms. The sample consisted of 220 students from micro-learning platforms using social media in the educational institutions. Because social-media marketing and customer brand- engagement are second-order reflexive constructions, the two-stage approach of hierarchical models with mode-A was adopted. The results reveal that social media marketing influences both the building of customer brand engagement and brand awareness among students on micro-learning platforms. Furthermore, it was shown that customer brand engagement is an important mediator between social media marketing and brand awareness. Social-media marketing activities carried out by micro-learning platforms contribute to the generation of customer brand-engagement and brand awareness of these institutions. Furthermore, the results show that, although social-media marketing helps to generate brand-awareness, it is through customer brand-engagement that social-media marketing is most effective in generating brand-awareness. For micro-learning platforms, the results allow them to understand the importance of customer brand-engagement when using social-media marketing to generate brand-awareness.
    Acceso abierto
  • Twitter and Politics: An Analysis of the Account of Former Peruvian President @MartinVizcarraC Before and During the Pandemic

    Arbaiza, Francisco; Atarama-Rojas, Tomás; Atarama-Rojas, Ricardo (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    This research addresses the dynamics that developed on the official Twitter account of Peru’s former president, Martín Vizcarra, before and during the Covid-19 pandemic. In the analysis, four trends crucial to political activity via Twitter are explored. These are the predominance of the emotional and affective component, the growing influence of fake news, deepening polarization that prevents dialogue, and the use of the platform as an information window. Results show that the pandemic effected a change in the account’s dynamics and audience participation: posting frequency on the @MartinVizcarraC account decreased, but Twitter users’ engagement more than doubled compared with the pre-pandemic period. In addition, the account strongly tended toward predominance of the emotional and affective component and informative value was the second most relevant topic for Vizcarra’s account. The communication of @MartinVizcarraC was unidirectional, focusing on the dissemination of content and avoiding conversation.
    Acceso restringido temporalmente
  • Web Experience Effects on Online Purchase Intention by Millennials on Retail Websites in Lima Metropolitan: An Application with Regression Analysis

    Briceño Yañez, Stephanie Matilde; Cabezas Navarro, Alexandra; Talledo Flores, Hernán (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    The current context shows an increase in the attraction to online purchases on retail websites. Hence, there is a change in the behavior of millennial users and the factors that seek their purchase intention. Therefore, the objective of this study is to analyze the effect of WE factors (usability, interactivity, trust and aesthetics) on the OPI of users on retail websites, specifically in the clothing category, in Lima Metropolitan. The study’s findings would aid retailers in designing more effective websites. From 486 questionnaires distributed to millennials in Lima Metropolitan, 400 effective responses were obtained. Likewise, non-probability sampling was used with a convenience sampling technique. The collected data was processed using SPSS. Cronbach’s Alpha was used to check the reliability of the scales. An exploratory factor analysis was performed for data reduction that allowed exploring the variables under study. Finally, a multiple linear regression was performed to determine the relationship structure between the variables. The results show that usability, interactivity, trust and aesthetics are the WE factors that positively and significantly affect online purchase intention in millennial users in Lima Metropolitan. 4 hypotheses were proposed which were fully accepted. This research shares relevant information about the effects of WE factors on OPI. It expands the knowledge regarding the importance of effective website design by integrating the most relevant factors such as usability, interactivity, trust and aesthetics to improve the WE.
    Acceso restringido temporalmente
  • Perceived Quality, Brand Image and Brand Loyalty in the Purchase Intent of Smartphones in College Students

    Zaharia Seinfeld, Daniela; Talledo Flores, Hernán (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    This research seeks to examine the relationship between perceived quality, brand loyalty and brand image with respect to the purchase intent in an audience of young Lima college students who are between 17 and 24 years old. As a result, it was obtained that brand loyalty and image are fundamental to generate a purchase intent in this public; however, Perceived Quality as an influencing factor of purchase intent was eliminated and Brand Confidence was added, since a relationship with the dependent variable was found. In the same way, 261 surveys were conducted with the target audience through an online questionnaire. The study developed was quantitative correlational, focusing on non-probabilistic convenience sampling. To obtain the results, there were made two Confirmatory Factor Analysis, an Exploratory Factor Analysis and a Monotonic Regression, in addition to performing two times the Cronbach’s Alpha and using the item-Factor correlation to eliminate the least influential indicators.
    Acceso restringido temporalmente
  • Influence of Short-Term Study Abroad Program Design in Adjustment Experiences

    Melchor-Bazalar, Ariana; Vargas-Sardon, Jorge Lucas; Gallardo-Echenique, Eliana (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    The increasingly interconnected world and the demands for internationally educated graduates have had a major impact on higher education and have catalyzed the trend of short-term studies abroad. Differences in the program design- like duration, involvement in cultural integration, support groups and other features- may have varying implications on student learning outcomes. This study aims to analyze the influence of the program design in the adjustment experience of the students from the Iacocca Global Village 2018 edition. A qualitative case study design was chosen and fifteen semi-structured interviews with 19 open-ended questions were conducted followed by thematic analysis. Findings show there is a need for intentional pedagogy focused on intercultural outcomes supported by: (a) ongoing mentoring, (b) mandatory involvement in cultural integration and support groups, (c) pressure for real work and accountability as a prerequisite to leave the comfort zone and foster intercultural encounters and (d) that alumni networks can contribute to keep the sense of belonging developed in the program.
    Acceso restringido temporalmente
  • Factors that Influence Media Competence of Female Streamers Audiences During the Covid-19 Pandemic

    Párraga Chávez, Valeria Smilzinia; Vite León, Victor Omar (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    With the arrival of the pandemic, people of all ages have found an alternative in video games to distract themselves. Additionally, streaming (live streaming of game sessions) became a way to earn income from home for creators. This type of content became part of the digital media diet of video game fans, who established a close relationship with streamers and generated different dynamics ranging from the publication of positive comments to strong rejection. Despite the implementation of rules regulating the behavior of streamers on platforms such as Twitch and Facebook, they are not able to control some irregularities, like monitoring negative comments or sexual innuendo during live streams. This has initiated various debates about the correct use of these media that gather people of all ages, from children to adults. In order to know consumers’ points of view, two focus groups were carried out (one with 8 women and another with 14 men) in order to find out the factors that influence the media competence of female streamers’ audience. The study addresses two dimensions: languages and ideology and values. In the languages dimension, although women are aware of harassment, they consider that a person has freedom of behavior during a stream. Men, meanwhile, consider that the way women show themselves in front of the camera allows them to generate money. In the ideology and values dimension, women believe that a female streamer’s behavior should not be questioned or criticized as long as it respects the rules of the community. On the other hand, men consider that the rules are interpreted subjectively, but they are aware that without these practices, the Facebook Gaming platform would not have economic income. To sum up, women take more into account the human side of people who stream while men view these behaviors as a business.
    Acceso restringido temporalmente
  • Post-truth of Female Empowerment in the Fake News of Peruvian Reality Shows

    Espinoza-Robles, Lorena Teresa; Aybar-Cabezudo, Oscar Alfredo (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    This study investigates the fake news generated from the content of the reality television format in Peru. This format, by mixing informational or reality elements with fictional elements, contributes to misinformation from the inexhaustible generation of news that, despite being real, falls into the category of fake news. They are considered fake news, not because of their content, but because of the unusual informative relevance assigned on digital social networks. In this way, the reality TV narrative becomes part of the Peruvian imaginary and contributes to misinformation from a news proposal that appeals to post-feminism to actually justify a macho and misogynistic gaze through news that permanently devalues the value of women. Therefore, a qualitative methodology was applied that includes a content analysis of the news related to characters from the reality show Esto es Guerra (Peru), who are considered media figures of mainstream culture, and which have been published in the official Facebook page of the TV program and then in the news portal America Noticias. The composition and visual meanings of the message have been analyzed from a gender perspective. This study opens new lines of research on the study of fake news in the entertainment genre and promotes media literacy in the mass public that consumes the products of this genre.
    Acceso restringido temporalmente
  • Method for Designing Countermeasures for Crypto-Ransomware Based on the NIST CSF

    Torres-Calderon, Hector; Velasquez, Marco; Mauricio, David (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    Crypto-ransomware are malicious programs that encrypt the data of an infected machine, making it a hostage until the owner of the device decides to pay the fee to recover their information. This has become a complex cybersecurity problem causing more and more economic damage. Crypto-ransomware has rendered cybersecurity models not adequate since they do not establish specific guidelines for the design of countermeasures. This paper proposes a method for the design of countermeasures related to crypto-ransomware attacks based on the NIST 800–53 revision 4 standard and the Information Security Maturity Model published by ISACA in the COBIT Focus magazine. The model consists of five phases: identify vulnerabilities, assess vulnerabilities, propose countermeasures, implement countermeasures, and evaluate countermeasures. This allows an organization to measure its current cybersecurity state, know cybersecurity measures oriented to crypto-ransomware and its prioritization through criticality indexes in a simple, adaptive and easy to implement way. A case study in a Peruvian company shows the simplicity and ease of use of the method, which allows the design of countermeasures with which the level of cybersecurity can be improved by 55.6%.
    Acceso restringido temporalmente
  • Post-feminism and Post-truth in Reggaeton Video Clips on Youtube

    Alcántara-Segura, Dámaris Beatriz; Espinoza-Robles, Lorena Teresa (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    In the music industry, reggaeton is an urban genre most played on digital platforms such as YouTube. From its beginnings a musical genre that transmitted denigrating messages of women image. Today, these messages have changed due to the incursion of female artists who adopt values ​​associated with the masculine to reinforce an image of empowerment. These artists promote post-feminist messages from the narrative of their songs and music videos, legitimizing representations based on the narrative they propose from fiction. This article analyzes the representation of women in six Karol G reggaeton video clips broadcast on YouTube through a case study with a narrative and gender approach. A content analysis guide was applied to 320 video captures and an interview guide to the art director in charge of Pineapple and Mi cama video clips. The main finding of the research was to show that the narrative and the staging build a post-truth of female empowerment from fiction to show us a convincing story. However, this post-truth legitimizes characters such as the sexual entrepreneur by appealing to the same feminine objectification of the beginnings of the urban genre. Therefore, this study contributes to the existing literature of pervasive communication on social media and post-truth in audiovisual fiction.
    Acceso restringido temporalmente

View more