TY - GEN
T1 - Emotions in Advertising and Their Connection to Consumers
AU - Rocha-Vilca, Liliana
AU - Sánchez-Flores, Miguel
AU - Gallardo-Echenique, Eliana
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024.
PY - 2024
Y1 - 2024
N2 - After the Covid-19 pandemic, several brands started using emotional content in their [advertising] spots. These companies focus their campaigns not only on offering a product, but also on triggering a feeling for their brand and creating a moving environment for their current and potential customers. This study analyzes the emotions generated by the campaign, “Este 2022, unidos nada nos podrá vencer” [“This 2022, [if we are] united, nothing can defeat us”]. This study was conducted on engineering students at a private university in Lima to persuade them in their purchase decision. This study is positioned on a phenomenological paradigm and design. Twenty (20) semi-structured interviews were conducted with university students between the ages of 19 to 25 years old. The data was then processed through thematic analysis. This campaign generated the following emotions: were joy, pride, hope, pride (sic), nostalgia, motivation, engagement, and longing to be Peruvian. The spot communicates the integration of people’s diversity and that their services are available for everyone equally, so no one would feel discriminated against.
AB - After the Covid-19 pandemic, several brands started using emotional content in their [advertising] spots. These companies focus their campaigns not only on offering a product, but also on triggering a feeling for their brand and creating a moving environment for their current and potential customers. This study analyzes the emotions generated by the campaign, “Este 2022, unidos nada nos podrá vencer” [“This 2022, [if we are] united, nothing can defeat us”]. This study was conducted on engineering students at a private university in Lima to persuade them in their purchase decision. This study is positioned on a phenomenological paradigm and design. Twenty (20) semi-structured interviews were conducted with university students between the ages of 19 to 25 years old. The data was then processed through thematic analysis. This campaign generated the following emotions: were joy, pride, hope, pride (sic), nostalgia, motivation, engagement, and longing to be Peruvian. The spot communicates the integration of people’s diversity and that their services are available for everyone equally, so no one would feel discriminated against.
KW - Consumer
KW - Emotional advertising
KW - Pandemic
KW - Storytelling
UR - https://www.scopus.com/pages/publications/85196803334
U2 - 10.1007/978-981-97-1552-7_21
DO - 10.1007/978-981-97-1552-7_21
M3 - Contribución a la conferencia
AN - SCOPUS:85196803334
SN - 9789819715510
T3 - Smart Innovation, Systems and Technologies
SP - 315
EP - 325
BT - Marketing and Smart Technologies - Proceedings of ICMarkTech 2023
A2 - Reis, José Luís
A2 - Santos, José Paulo Marques dos
A2 - Zelený, Jiří
A2 - Gavurová, Beáta
PB - Springer Science and Business Media Deutschland GmbH
T2 - International Conference on Marketing and Technologies, ICMarkTech 2023
Y2 - 30 November 2023 through 2 December 2023
ER -