Neuromarketing y la medición del efecto de la publicidad de influencers en adolescentes

Ferrer-López, Marina

doi:10.14198/medcom2020.11.2.11

Cited by 11 publications

(8 citation statements)

References 4 publications

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“…Are neuromarketing tools capable of measuring these dimensions? A study [39] carried out in June 2019 in a laboratory at the Complutense University of Madrid, with a sample of 19 girls aged between 11 and 16 concluded that consumers perceive influencers' recommendations as more trustworthy, less commercial, and more natural than traditional digital advertising. The results show that the videos that showcase influencers' content are the ones that generate the most attention peaks.…”

Section: Neuromarketing Tools Advertising Effectiveness and Social Mediamentioning

confidence: 99%

Digital Influencers’ Attributes and Perceived Characterizations and Their Impact on Purchase Intentions

Pereira,

Cardoso,

Canavarro

et al. 2023

Sustainability

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Research into the role of digital influencers in marketing strategies is a rapidly developing area that has attracted the interest of researchers and organizations. In recent years, organizations have become increasingly interested in using digital influencers to promote their brands and disseminate advertising messages with a high impact on their target audience. Digital influencers are beginning to be used as models for sustainable consumption behavior (for example in the fashion, food, and health sectors) by promoting environmental and sustainable values. By promoting sustainable content and disseminating messages of environmental awareness, digital influencers can help achieve the Sustainable Development Goals (SDGs). This study aims to identify the attributes (attitude homophily, physical attractiveness, and social attractiveness) and perceived characterizations (trustworthiness, perceived expertise, and parasocial relationship) of digital influencers and their impact on purchase intention among a sample of Portuguese consumers. It also aims to identify the most relevant types of digital influencers according to their areas of influence (fashion, sports, beauty, and cinema/TV/music) and their impact on purchase intention. For data collection, an online questionnaire was developed and administered to a non-probabilistic convenience sample. Only respondents who had experience purchasing a product or service after watching a YouTuber’s advertisement (screening question) or following or searching for a digital influencer could complete the questionnaire. A total of 243 valid questionnaires were received. The main findings are that the attributes and perceived characterizations of digital influencers have a positive and significant impact on purchase intention. It was also found that digital influencers can enhance shopping experience and credibility, which has a strong impact on consumers’ purchase intentions. In terms of sector, the data show that the most important influencer in the ‘Fashion’ sector is Helena Coelho, in the ‘Sports’ sector is Cristiano Ronaldo, in the ‘Beauty’ sector is Sara Sampaio, and in the ‘Music, TV, Cinema’ sector is Ricardo Araújo Pereira. This study can help companies use digital influencers more effectively in their digital marketing strategies, as credibility, experience, and parasocial relationships have a strong impact on consumers’ purchase intention.

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Section: Neuromarketing Tools Advertising Effectiveness and Social Mediamentioning

confidence: 99%

Digital Influencers’ Attributes and Perceived Characterizations and Their Impact on Purchase Intentions

Pereira,

Cardoso,

Canavarro

et al. 2023

Sustainability

View full text Add to dashboard Cite

show abstract

“…Mañas-Viniegra, Núnez-Gómez & Tur-Vines (2020) also mention Galvanic Skin Response (GSR) as a neuromarketing technique that records areas of interest according to a subject's eye movements (AOI). Similar to the above, bioelectrical activity is also mentioned, which is known to easily capture through the skin the emotion and attention paid to an advertisement or other stimulus (Ferrer-López, 2020). Gani (2017) states that the internationalisation of services could be a boost for the economic competitiveness of a country; services, especially for emerging countries, are a platform for their economy to grow, and there is recognition of the country brand at the international level .…”

Section: Source: Own Elaborationmentioning

confidence: 99%

Neuromarketing as a platform for the internationalization of hotel services in Colombia

2023

Journal of Business and Entrepreneurial Studies

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The objective of this article is to analyze the incidence of neuromarketing in organizations that internationalize hotel services in the city of Bogota, Colombia, based on the importance of this activity as an emerging alternative for market research. Methodologically, Spearman's Rho correlation coefficient is used to associate the size of the companies studied with the influential factors provided by neuromarketing in the internationalization of hotel services in the Colombian capital. The main results determine that elements such as business development, eye-tracking, product and web page design as an application of neuromarketing for the internationalization of hotel services are fundamental for these organizations. It is concluded that ensuring a favorable user experience when obtaining the hotel service and facilitating service decision making through stimuli are relevant benefits of neuromarketing for the hotel market.

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“…La Generación Z busca establecer una relación a largo plazo con los streamers de Twitch (García et al, 2022). Los temas generados por influencers causan los mayores picos de atención entre el público joven y el branded content creado por ellos capta aún más su interés (Ferrer, 2020;Rodrigo-Martín, 2021). Ante el grado de influencia de los prescriptores sociales las casas de apuestas se han fijado en ellos como el escaparate ideal para promocionar sus juegos de azar.…”

Section: Hábitos De Consumo En Redes Socialesunclassified

Promoción de juegos de azar en transmisiones en directo: Análisis del poder de prescripción de los streamers

Gutiérrez-Manjón,

Castillejo-De-Hoces

2023

m.rcs

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Los juegos de azar han adquirido una presencia notable en las redes sociales, destacando especialmente en Twitch, una plataforma de transmisión en vivo muy popular entre la generación joven. Los streamers establecen vínculos a largo plazo con sus audiencias, creando comunidades participativas que refuerzan el sentimiento de pertenencia grupal. El propósito de esta investigación es analizar la reacción que causa en la audiencia de los creadores de contenido cuando se promueven juegos de azar. Se lleva a cabo una triangulación metodológica que incluye la observación etnográfica, el análisis de sentimiento y el análisis de contenido a partir de los chats de 12 emisiones, cada una con una duración promedio de 4 horas. Se evalúa el grado de compromiso de la audiencia social en función de las estrategias de promoción empleadas por los creadores. Los resultados revelan que, a pesar de las restricciones impuestas por Twitch, los streamers recurren a diversas tácticas, que van desde la recomendación de juegos de azar hasta la oferta de incentivos especiales para que los espectadores se unan. Esto fomenta el consumo y crea un vínculo con el usuario, quien, al participar en la conversación, se ve predispuesto a imitar las conductas que observa.

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Neuromarketing y la medición del efecto de la publicidad de influencers en adolescentes

Abstract: Neuromarketing y la medición del efecto de la publicidad de influencers en adolescentes Neuromarketing and effectiveness of influencers' promoted content on teenagers

Cited by 11 publications

References 4 publications

Digital Influencers’ Attributes and Perceived Characterizations and Their Impact on Purchase Intentions

Digital Influencers’ Attributes and Perceived Characterizations and Their Impact on Purchase Intentions

Neuromarketing as a platform for the internationalization of hotel services in Colombia

Promoción de juegos de azar en transmisiones en directo: Análisis del poder de prescripción de los streamers

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