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Art and advertising: Alicorp transforms the streets into a promotional tool for AmarásThis study analyzes the perception of the connection between art and advertising in the advertising murals. A qualitative methodology was employed. The design is ethnographic because it examines the sensations that occur in a space, linked to the social practices and cultures of the participants in their daily lives. Twelve advertisers and artists with a maximum of 10 years of experience in the industry, aged between 22 and 35 years, were interviewed. Data processing was carried out through thematic analysis. The results show the relationship between art and advertising. The integration of urban art into advertising strategies has generated a sense of belonging and connection with consumers. The importance of revitalizing public spaces that blend with their surroundings is highlighted, as well as the inclusion of female muralist artists in their campaign.Acceso restringido temporalmente
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Peruvian multiculturalism as an advertising tool(Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)The diversity of races, the lack of empathy with people outside an established social circle and racism are recurrent problems in Peruvian society. The turn of the century, the increase in the purchasing power of these ethnic groups and the emergence of multicultural markets brought a change of dynamics in the advertising industry. This study analyzes the multicultural attitudes present in the campaign #Celebrate our differences of the brand Inca Kola. Its approach is qualitative. Eighteen students of the last cycle of the anthropology career were interviewed. As a result, the spot fulfills its function of transmitting a message of unity between cultures thanks to the right ethnic signals. Multiculturalism, when used as a tool, brings benefits to the brand as it facilitates empathizing with the viewer, who is socio-culturally reflected in the product he/she consumes.Acceso restringido temporalmente
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Emojis as an advertising tool for brand positioning(Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)This study analyzes the perceptions of young people between the ages of 20 and 26 on the use of emojis as an advertising language tool for the positioning of the “Interbank, eres tú” campaign. It seeks to describe the changes generated in the advertising language and identify how the use of emojis is related to brand positioning. The methodology used is under an interpretative paradigm with a qualitative approach and an ethnographic design. Semi-structured interviews were conducted with 20 young users of Interbank mobile banking. The findings identified are to build a brand image, delimit the target audience and reinforce attributes and benefits related to its products and services. It is recommended to continue the research with some questions that arose from this study, such as whether emojis could completely replace the use of images in advertising and whether emojis can generate a change in brand perception.Acceso restringido temporalmente
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Instagram as a branding tool for responsible dog food(Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)Dog owners feel a commitment to give their pets a healthy life. Due to this trend, new food products have been created. Advertising has changed, as well as the elements that make up branding. In order to understand the construction of branding, this study analyzed the responsible food brand Barker and the elements that compose it. Its approach is qualitative. Fifteen customers were interviewed. A guide of questions grouped into 4 categories was constructed: branding, brand value, communication and Instagram. It was found that the brand conveys a value of responsibility for the feeding of animals with a branding that revolves around this theme. The interviewees perceive the branding as a communication close to their customers, which transmits transparency and concern for pets.Acceso restringido temporalmente
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Cultural references and their importance for brand identification(Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)In recent years, brands have made use of strategies that seek to appeal to emotions such as patriotism to generate affinity with the consumer. The objective of this study is to analyze the presence of cultural references in the spot “Let’s make a Peru that gives us pleasure” of the Inca Kola brand in men and women between 18 and 25 years old. The study approach is qualitative. Two semi-structured interviews were conducted. Inca Kola is perceived as a Peruvian symbol thanks to its broad cultural references. The importance of representing diverse ethnicities and cultural diversity to connect with consumers is underlined. Some interviewees are skeptical about the authenticity of the representations of ethnic diversity, so it is recommended to conduct a quantitative study to measure the perceived lack of authenticity in these representations, to improve future diversity strategies.Acceso restringido temporalmente
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Components of the decision to purchase Domestika platform courses through YouTube(Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)Currently, there is a great demand for online courses on platforms such as Coursera, Domestika, among others. This growth has increased since the Covid-19 pandemic. Therefore, this study analyzes the perceptions of young university students between 20 and 30 years of age from the Faculty of Communications of a private university in Lima, Peru, to understand what the elements of purchase decision in the advertising communication of the Domestika e-learning platform through pre-roll content on YouTube are. The approach of the study is qualitative with a case study design. Sixteen semi-structured interviews were conducted with university students who use the YouTube platform as an educational, entertainment, etc. tool. Accordingly, the purchase decision components were determined: the quality of the teachers, the self-improvement discourse, and the online proposal in pandemic.Acceso restringido temporalmente
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Virtual Vanguard: Virtual Vanguard: Content Creators as Pillars of Modern Digital Marketing(Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)The study investigates how it analyzes the effect of marketing strategies on content creators’ broadcasts and their influence on brand recognition. In the study conducted with 300 consumers, it was revealed that strategies integrating creativity and emotion into the content are much more effective than direct promotions. Content creators who organically and creatively incorporate brands into their content foster greater interest and preference for these brands among their audience. These findings suggest a shift towards digital marketing strategies focused on the creative and natural integration of brands into content, which is crucial for improving their perception. This approach, which prioritizes harmonious narrative between brands and content creators, marks a future for digital marketing that transcends the transactional, seeking to emotionally connect with audiences and generate genuine dialogue in the dynamic environment of live streaming.Acceso restringido temporalmente
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Digital preservation of historical photographic archives as documentary heritage(Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)The purpose of this study is to analyze the perceptions of long-time photography specialists regarding photographic archives in Peruvian publishing companies. This is due to the need to know what is needed to raise awareness about the importance of conservation and what are the criteria for the selection of photographic archives. The qualitative methodology was applied with an ethnographic approach, conducting ten interviews with specialists with more than 20 years of experience in archiving, curatorship and conservation, who have worked in emblematic newspapers such as El Comercio, La República and El Peruano. The following findings have been identified and evidenced: lack of recognition and official protection of archives, lack of public management, long-term digitization, preventive conservation, safeguarding collective and visual memory, among others.Acceso restringido temporalmente
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Perceptions of Peruvian women on the digital photographic manipulation of the female body in advertisements(Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)This study analyzes the perception of young Peruvian women between 23 and 33 years of age, graduates of a private university in Lima, Peru, on the manipulation of photographic images of the female body in advertising, based on stereotypes of beauty and male gaze in the campaign of the perfume J’adore by Dior. For this purpose, this study is positioned in the interpretative paradigm, qualitative approach with an ethnographic design. The information was collected through semi-structured interviews with 20 young women graduates of the Faculty of Communications and Administration. As a result, it was evidenced the excessive use of Adobe Photoshop, the conception of beauty, the aspirational image, among others. Therefore, it is suggested to continue with this line of research to know the perceptions of other study groups about male gaze and its relationship with photographic manipulation.Acceso restringido temporalmente
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The touristic photographic representation of Andean identity in the Marca Peru’s Instagram(Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)This study analyzes the representation of Andean identity in three travel photographs shared about Cusco by Brand Peru on Instagram from 2023. Its approach is qualitative with an ethnographic design. Nineteen semi-structured interviews were conducted to learn about and interpret the perceptions of university students of Tourism and Anthropology at the Universidad Nacional San Antonio de Abad (Cusco). The results show that the photographs do not represent the Andean identity because they do not include the diversity of elements that make it up. Instead, the images tend to disseminate mercantilist, stereotyped and superficial discourses about the city of Cusco and its Andean characteristics. Due to the scarce information in this context, it is recommended to continue with research along the lines of the analysis of the representation of Andean identity in photographs on various social media platforms.Acceso restringido temporalmente
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Communication strategies for the inclusion of mobile banking in the San Pedro de Cusco market in Peru(Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)The purpose of this study is to analyze the perception of communication strategies for the inclusion of mobile banking among women traders in the San Pedro market, located in the province of Cusco, Peru. For this reason, the Yape mobile application of Banco Crédito del Perú (BCP) was chosen, which has resulted in the affiliation of more than 10 million people and the inclusion of 2.2 million people in the financial system. For this study, an interpretive paradigm, qualitative approach with ethnographic design was applied. Twenty semi-structured interviews were conducted with women workers of Mercado San Pedro about Yape’s communication strategies. The research findings indicate that the most effective financial inclusion is direct marketing that communicates about the financial system to an audience that does not constantly consume digital and traditional media.Acceso restringido temporalmente
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The rebranding of the Lima Cathedral Museum(Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)In recent years, the Cathedral Museum of Lima has implemented brand rebranding as a new communication strategy. The aim of this study is to analyze how the rebranding of the Lima Cathedral Museum contributes to the formation of brand bonds. This study is situated in an interpretative paradigm. Fifteen semi-structured interviews were conducted with university students in the last cycles of the Hotel and Tourism career. Acceptance and positive attitude towards rebranding is evidenced, promoting, among them, their experience. It is concluded that the rebranding of the museum contributes to the formation of brand bonds. It is essential to continue promoting the tourist attraction so that they feel part of the Catholic community and, in turn, Peruvian and foreign visitors feel identified with Peruvian culture through this museum.Acceso restringido temporalmente
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The use of Instagram for building Babysec’s digital communication and corporate reputation(Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)The growth of social networks and their influence have taken an important role in the purchase decision process of users. Therefore, it is relevant to understand and know what corporate communication strategies can generate in the digital reputation of the brand. For that reason, this study aims to analyze the perceptions of user mothers of the Babysec brand on the management of digital corporate communication through Instagram communities to generate corporate reputation. Its approach is qualitative, it is positioned in the interpretive paradigm and case design. Interviews were applied to six young mother’s consumers of the brand. From this, experiences were shared about the construction of a community on Instagram, immediate responses and attention by the brand, concern for accessible prices and products for different types of users, among others.Acceso restringido temporalmente
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Inclusion in advertising to connect with the consumer(Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)Today’s consumers are more aware of what is happening in their social environment. Therefore, brands are adapting to these new consumer needs that lead to the romanticization of advertising strategies. The objective of this study is to identify the emotions felt by mothers in the inclusive discourse of Milo’s “Together in this back to school” campaign for the generation of awareness and loyalty. Its paradigm and design is phenomenological. The sampling was by snowball. Semi-structured interviews were conducted with twenty women mothers between the ages of 23 and 40. As a result, the use of inclusive discourse in advertising produced positive emotions such as “tenderness” and “emotion”. As a conclusion, if a brand works with social values and uses an inclusive discourse, it can achieve greater consumer acceptance and a change in their behavior towards the brand.Acceso restringido temporalmente
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The Role of a Chatbot Personality in the Attitude of Consumers Towards a Banking Brand(Springer Science and Business Media Deutschland GmbH, 2023-01-01)In the recent years, it has been seen that brands have opted to implement chatbots as part of their digital customer service channels, especially since they can be hosted on social networks such as Facebook Messenger and WhatsApp. Although the use of this has become widespread, users perceive them as inefficient and of little credibility. The design of the personality of a chatbot arises as an alternative for the brand to generate a more human interaction with the user and show its brand values to generate a positive experience. In addition, a projected growth of the business value of chatbots for brands of 3.9 trillion dollars is estimated by 2022. For this reason, knowing how brands can rely on the correct implementation of the personality of a chatbot creating a positive influence on its users is important in a growing industry. The present research seeks to know how the personality of the chatbot influences the formation of consumer attitudes towards a brand. This exploratory study used a qualitative methodology of phenomenological design with young adults from Lima. Subsequently, it was analysed through descriptive coding. It was found that the social dynamics, the social role and the physique of the chatbot are the aspects that influence the attitude towards the brand and generate a feeling of trust and closeness between the chatbot and the brand.Acceso restringido temporalmente
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Representation of Afrodescendant Women in Digital Advertising. Case: Natalia Barreda as a Digital Storyteller(Institute of Electrical and Electronics Engineers Inc., 2023-01-01)This research approaches the characteristics of digital advertising storytelling in campaign development that representing Afro-descendant women and give space to share their social discourse. To do so, it starts from the historical analysis of the representations of Afro-descendant women and details their main stereotypes in the media. A qualitative approach was used in which 15 interviews were conducted with Afro women in Lima. The main result was that storytelling is representative when there is evidence of reliable activism, identity strengthening and intersectionality in the narrative. These characteristics construct a digital advertising storytelling that represents Afro-descendant women without stereotypes or racist prejudices.Acceso restringido temporalmente
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Beyond online sales: From service quality to e-loyalty and word of mouth(Universidad Nacional Autonoma de Mexico, 2023-01-01)The purpose of this research is to demonstrate how service quality is an antecedent, influencing through trust and satisfaction, in electronic loyalty and word-of-mouth within e-commerce businesses. Data was collected from 300 users with e-commerce shopping experience and to test the proposed hypothesis the results were analysed using the Structural Equation Model (SEM) approach based on Partial Least Square (PLS). The results showed that service quality has a positive effect on e-satisfaction and e-trust, and these in turn influence e-loyalty and electronic word of mouth. The main contribution of this research is to expand knowledge on the relationship between service quality and word of mouth in an e-commerce environment.Acceso abierto
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eWom, Trust, and Perceived Value Related to Repurchases in the e-commerce Sector of Department Stores(Springer Science and Business Media Deutschland GmbH, 2023-01-01)With the exponential growth in e-commerce retail sales, a variable such as perceived value is essential to consider, to warrant a successful long-term online business. However, eWom and perceived value have not yet been deeply studied together with other variables such as trust and repurchase in e-commerce belonging to department stores. Consequently, this study aims to analyze the influence of perceived value, eWom and trust on repurchases in those e-commerces. The sample was 196 people that repurchased from department stores e-commerce in Lima, Peru. The results were analyzed on Smart Pls. The results established that trust influenced repurchase and that eWom conditioned the perceived value of e-commerce in department stores. Furthermore, the results identified relevant variables that department stores’ e-commerce areas should consider to improve consumer repurchase through their e-commerce.Acceso restringido temporalmente
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Innovating Journalism Education with Podcasts: A Revolutionary Teaching Tool(IEEE Computer Society, 2023-01-01)As digital platforms continue to rapidly replace traditional forms of media; journalism students require new skills to succeed in their future careers. This article examines the innovative use of podcasts as a teaching tool in journalism education, offering students the opportunity to develop storytelling and digital communication skills. The benefits and challenges of integrating podcasts into the curriculum are discussed, along with examples of successful podcasting projects. The importance of innovation in journalism education is emphasized to keep up with the changing media landscape. The potential of podcasts to transform journalism education and prepare students for a career in the digital age is underscored. By exploring the use of podcasts as a revolutionary teaching tool in journalism education, this paper reveals a new frontier in the field.Acceso restringido temporalmente
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Pattern Mining and Classification Techniques for Agriculture and Crop Simulation(Springer Science and Business Media Deutschland GmbH, 2022-01-01)Research shows that data analysis and artificial intelligence applied to agriculture in Peru can help manage crop production and mitigate monetary losses. This work presents SmartAgro, a system based on pattern mining and classification techniques that takes information from multiple sources related to the agricultural process to extract knowledge and produce recommendations about the crop growth process. The problem we seek to mitigate with our system is the economic losses generated in Peruvian agriculture caused by poor crop planning. Our results show a high accuracy in regards to type of crop recommendation, and a knowledge base useful for agricultural planning.Acceso restringido temporalmente