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

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Authors
de la Vega, Andrea
Arbaiza, Francisco
Issue Date
2022-01-01
Keywords
Advertcrisis
Banks
Consumer perception
COVID-19
Strategies

Metadata
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Other Titles
La percepción del consumidor millennial de los mensajes digitales del sector bancario durante la pandemia
Publisher
IEEE Computer Society
Journal
Iberian Conference on Information Systems and Technologies, CISTI
URI
http://hdl.handle.net/10757/660542
DOI
10.23919/CISTI54924.2022.9820081
Additional Links
https://ieeexplore.ieee.org/document/9820081
Abstract
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.
Type
info:eu-repo/semantics/article
Rights
info:eu-repo/semantics/embargoedAccess
Language
eng
ISSN
21660727
EISSN
21660735
ae974a485f413a2113503eed53cd6c53
10.23919/CISTI54924.2022.9820081
Scopus Count
Collections
Comunicación y Publicidad

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