Actitudes de los millenials hacia estrategias publicitarias basadas en insights psicológicos en tiempos de crisis
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Authors
Alfaro Zevallos, Carolina IsabelAdvisors
Arbaiza Rodriguez, Francisco AntonioIssue Date
2024-05-23Keywords
Crisispublicidad
Insight Psicológico
Actitud
COVID – 19
Crisis
advertising
Psychological Insight
Attitude
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Attitudes of millenials towards advertising strategies base don psychological insights in times of crisisDOI
http://doi.org/10.19083/tesis/673897Additional Links
https://audio.com/raupc/audio/12901Abstract
Esta investigación analiza la actitud de los consumidores millenials hacia el uso de insights psicológicos en la publicidad de operadores móviles en Perú considerando la pandemia de COVID-19 y la crisis actual. Esta categoría se destaca por el descontento de los usuarios y su necesidad de conectividad. El insight psicológico consiste en exteriorizar lo que la persona piensa o siente y es usado en publicidad con el fin de desarrollar un vínculo favorable entre el consumidor y las marcas. El insight identificado en los spots televisivos en la emergencia sanitaria fue: “Extraño reunirme con las personas que amo; por el confinamiento no puedo, usaré videollamadas”. Mientras que en la coyuntura en curso: “Cuando tengo un problema con mi operador móvil estoy expectante a soluciones rápidas”. Se adoptó un enfoque cualitativo, mediante diecisiete entrevistas semiestructuradas con preguntas abiertas para comprender las actitudes de los consumidores. Los resultados revelaron una predominante insatisfacción y desconfianza hacia los proveedores de servicios móviles, indicando una falta de lealtad y una demanda de mensajes publicitarios más coherentes y transparentes. Se concluye que las experiencias previas de los consumidores influyen significativamente en su actitud hacia la publicidad, destacando la importancia de la transparencia en los mensajes publicitarios.This research analyzes the attitude of millennial consumers towards the use of psychological insights in advertising by mobile operators in Peru considering the COVID-19 pandemic and the current crisis. This category stands out due to user discontent and their need for connectivity. Psychological insight consists of externalizing what the person thinks or feels and is used in advertising in order to develop a favorable bond between the consumer and the brands. The insight identified in the television spots in the health emergency was: “I miss meeting the people I love; "Because of the confinement I can't, I will use video calls." While in the current situation: “When I have a problem with my mobile operator I am waiting for quick solutions.” A qualitative approach was adopted, using seventeen semi-structured interviews with open questions to understand consumer attitudes. The results revealed a predominant dissatisfaction and distrust towards mobile service providers, indicating a lack of loyalty and a demand for more coherent and transparent advertising messages. It is concluded that consumers' previous experiences significantly influence their attitude towards advertising, highlighting the importance of transparency in advertising messages.
Type
info:eu-repo/semantics/bachelorThesisRights
Attribution-NonCommercial-ShareAlike 4.0 Internationalinfo:eu-repo/semantics/openAccess
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spaEmbedded videos
ae974a485f413a2113503eed53cd6c53
http://doi.org/10.19083/tesis/673897
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Except where otherwise noted, this item's license is described as Attribution-NonCommercial-ShareAlike 4.0 International