El story-living como fórmula estratégica para cumplir los objetivos del marketing experiencial
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Authors
Vizcarra Urquizo, Laura BelenAdvisors
Arbaiza Rodriguez, FranciscoIssue Date
2024-01-08
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Story-living as a strategic formula to meet the objectives of experiential marketingDOI
http://doi.org/10.19083/tesis/673332Additional Links
https://audio.com/raupc/audio/10023Abstract
Este estudio investiga el impacto de las tendencias postpandemia en el consumo y explora el 'story-living' en el marketing experiencial, una táctica avanzada que alinea las narrativas de marca con experiencias vivenciales del consumidor. Se basa en el análisis del estudio Consumer Insights Q4 2022 de Kantar, que indica un cambio hacia compras más racionales y una búsqueda de valor duradero por parte de los consumidores. Este cambio presenta desafíos y oportunidades para las marcas en el contexto peruano, especialmente en el desarrollo de estrategias de marketing que involucren significativamente al consumidor. Mediante entrevistas cualitativas con cinco expertos en publicidad, marketing y planificación estratégica, se examina la viabilidad del story-living, un modelo propuesto por Batat en 2019 y adaptado en 2020, enfocado en consumidores locales de marcas deportivas. La metodología de la Teoría Fundamentada proporciona un marco interpretativo para analizar la eficacia del story-living en el marketing experiencial. Los hallazgos sugieren que una estrategia de marketing experiencial exitosa se basa en cuatro pilares: resonancia emocional de la marca, relevancia de insights, originalidad en la ejecución y mecanismos efectivos de medición. Este estudio aporta una nueva perspectiva sobre la formulación de estrategias de marketing que fortalecen la conexión emocional con el consumidor y sugiere un marco para su implementación y evaluación en mercados emergentes como el peruano. Al centrarse en el story-living en un contexto local, este trabajo contribuye significativamente al campo del marketing experiencial, proponiendo enfoques innovadores para el engagement del consumidor en un mercado saturado y altamente competitivo.This study investigates the impact of post-pandemic trends on consumption and explores 'story-living' in experiential marketing, an advanced tactic that aligns brand narratives with consumer experiences. It’s based on the analysis of Kantar's study Consumer Insights Q4 2022, which indicates a shift from customers towards more rational purchasing and a search for lasting value. This change presents challenges and opportunities for brands in the peruvian context, especially in the development of marketing strategies that significantly involve the consumer. Through qualitative interviews with five experts in advertising, marketing and strategic planning, the viability of story-living is examined, a model proposed by Batat in 2019 and adapted in 2020, focused on local consumers of sports brands. The Grounded Theory methodology provides an interpretive framework to analyze the effectiveness of story-living in experiential marketing. The findings suggest that a successful experiential marketing strategy is based on four pillars: emotional resonance of the brand, relevance of insights, originality in execution and effective measurement mechanisms. This study provides a new perspective on the formulation of marketing strategies that strengthen the emotional connection with the consumer and suggests a framework for their implementation and evaluation in emerging markets such as Peru. By focusing on story-living in a local context, this work contributes significantly to the field of experiential marketing, proposing innovative approaches to consumer engagement in a saturated and highly competitive market.
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info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/embargoedAccessLanguage
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Posible publicación en revistas indexadasEmbedded videos
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http://doi.org/10.19083/tesis/673332
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