Recent Submissions

  • The millennial consumer's perception of digital messages from the banking sector during the pandemic

    de la Vega, Andrea; Arbaiza, Francisco (IEEE Computer Society, 2022-01-01)
    During the pandemic, brands have seen the need to create messages with greater authenticity in order to become closer and be more relevant to the consumer. Thus, advertisements on digital platforms during the COVID-19 crisis came to modify their essence and structure, telling stories that involved the subject more and making him the protagonist of the message. Some authors have catalogued this restructuring of the advertising discourse during the crisis as Advertcrisis: a creative line that uses the crisis itself to elaborate messages that promote products and services. There are several categories that have used this formula -such as the banking category-, which used the crisis as a creative line to develop its discourse. For this reason, many messages focused on highlighting concepts such as union, progress or improvement. The objective of this study was to analyze, through in-depth interviews, the perception of men and women about the digital messages that some brands of the banking category developed during the first months of the pandemic. It has been observed how the participants of this research have had a negative perception of these many of the virtual strategies, since these have only been limited to emit empty emotional messages, unrelated to the real problems they were going through.
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  • The Role of a Chabot Personality in the Attitude of Consumers Towards a Banking Brand

    Palomino-Navarro, Natalia; Arbaiza, Francisco (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    In 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 analyzed 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.
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  • 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.
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  • 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.
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  • 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.
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  • 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.
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  • 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.
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  • 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
  • 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.
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  • Peruvian undergraduate students' usage of digital technology in academic context

    Gallardo-Echenique, Eliana; Bullen, Mark; Castillo, Andrea (Institute of Electrical and Electronics Engineers Inc., 2020-03-01)
    This paper presents the results of an interview of first-year university students at a private face-to-face university in Lima city on how they use digital technologies in their social and academic lives. This study was positioned in the interpretive paradigm with qualitative research design. Semi-structured interview with 13 open-ended questions was selected as the means of data. Atlas.ti. were used to analysed and coded all the interviews. To provide a well-structured approach to handling a large data set, thematic analysis was employed to analyse the verbatim transcription as outlined by Braun and Clarke. Contrary to the assumption that young learners are seen as highly adept technology users, the findings show that social networks (Facebook and Instagram) and WhatsApp are the most important applications for the participants.
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  • The role of customer experience in the omnichannel strategy during the purchasing proces

    Castillo-Jiménez, Andrea; Gallardo-Echenique, Eliana (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2020-09-01)
    Nowadays, a hyper-connected consumer is not satisfied with using only one channel of everything the brand offers, but rather looks for the diversity of options to make their purchase. This research seeks to analyze how the customer experience is during the purchase process developed in the omnichannel strategy of the department store. The study used qualitative research methods to data gathering and analysis. To best capture customer experience, semi-structured interview, using open-ended questioning, was suited to data gathering. The participants were 13 customers who consented to be interviewed. Recruitment of participants concluded when data saturation occurred. It was evident how the omnichannel strategy works in a synchronized and positive way in the department store, without any interruption to consolidate the purchase.
    Acceso abierto
  • Odotype, the olfactory identity of a brand

    Rodríguez-Díaz, María Alejandra; Gallardo-Echenique, Eliana (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2020-09-01)
    Smell is one of the least used senses in advertising and/or marketing strategies. This study analyzes the conditions for the implementation of the odotype in the brand identity. A qualitative research approach and Grounded Theory method are using to develop an explanatory theory about the concept “odotype”. A semi-structured interview guide was designed according to the categories proposed in the research: odotype and brand identity. This research shows that odotype and sensorial marketing are different concepts; providing a definition for each concept. The Peruvian market is still at an early stage with respect to the aroma and odotype.
    Acceso abierto
  • Personal branding in Peru and its relationship with mass psychology: The case of paolo guerrero

    Barreda, S.; Mezarina, M. (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2021-01)
    A mass is made up of individuals oriented towards a fixed direction, who can consciously lose their personality and direct their feelings and thoughts towards a defined direction. This was evidenced in the 2018 World Cup in Russia when the Peruvian soccer team managed to qualify thanks to the captain of the team, Paolo Guerrero, who generated a great commercial movement due to this feat so longed for by Peruvians. The purpose of this research is to diagnose and deepen the knowledge about the case of Paolo Guerrero and the mass psychology that it generated at a commercial level as a result of the classification. It will review how personal brands connect with people through their actions and media influence provided by the media. A qualitative exploratory study methodology was proposed through in-depth interviews with specialists and two focus groups made up of university students, followers of Peruvian soccer.
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  • Understanding a Lovemark Brand Through the Sponsorship of the Peru National Football Team

    Cruz-Donayre, Xiomara; Gallardo-Echenique, Eliana (Springer Science and Business Media Deutschland GmbH, 2021-01-01)
    Brands are eager to gain their consumers love and respect by connecting with them in a more efficient manner in order to become a Lovemark. This happens very frequently in the football “world” as it is the sport with the biggest audience in the planet. This study analyzes the Lovemark Axis inside the sponsorship strategies directed toward the female audience. Semi-structured interviews were conducted, with the aim of analyze the perception of the consumers exposed to the ads of the sponsor brands of the Peru national football team. Results evidenced that the love and respect elements for the sponsored brand contribute to the association of values and feelings of the sponsoring brand. These results support that although the construction of a Lovemark requires a great period of time, the use of sports sponsorship helps to generate greater visibility and association of the brand with the sport.
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