La relación entre el visionado y la evaluación del anuncio. Un análisis estructural de la publicidad no pagada en YouTube

Blanco, Teresa Pintado; Herrera, Joaquín Sánchez

doi:10.7764/cdi.40.1088

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Academic Contributions On Advertising Effectiveness In Socia...1

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Cited by 2 publications

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“…In fact, we can find studies that analyze, precisely, migrations from one medium to another (Marcelino, 2015). There are specific studies regarding the advertising use of Facebook (Molina, 2015) and even YouTube (Pintado and Sánchez, 2017), marking a notable absence of academic works regarding Instagram, although this network is omnipresent in the undergraduate works of Spanish universities.…”

Section: Academic Contributions On Advertising Effectiveness In Socia...mentioning

confidence: 99%

Measurement of Advertising Effectiveness in Social Networks: Current Overview and Development of a Model

2022

JMDC

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The rise of social networks has resulted in an increase in advertising on these media. In this paper we propose to review this reality in our country and can determine what is the current reality about the advertising effectiveness of these networks. For this, we propose a combined study that will allow us to have a general overview, giving rise to a measurement model that determines the most important concepts and parameters when assessing the effectiveness of this communicative resource.

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Section: Academic Contributions On Advertising Effectiveness In Socia...mentioning

confidence: 99%

Measurement of Advertising Effectiveness in Social Networks: Current Overview and Development of a Model

2022

JMDC

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Factores decisivos de compra del consumidor: Un análisis al sector comercial

Masaquiza-Caiza¹,

Peñaherrera²,

Ballesteros³

2018

Rev.Cienc.Tecnol.

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La presente investigación tiene el objetivo de identificar los factores publicitarios determinantes en la decisión de compra del consumidor del sector comercial de la provincia de Tungurahua. La metodología de la investigación es de enfoque cualitativo con un alcance descriptivo, pues describe los factores publicitarios y el comportamiento de compra de los consumidores, sin necesidad de ejercer algún tipo de influencia. Finalmente, se determinan los factores que deben ser cambiados en el diseño de un plan publicitario digital y cuál es el perfil del consumidor de la provincia de Tungurahua.

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La relación entre el visionado y la evaluación del anuncio. Un análisis estructural de la publicidad no pagada en YouTube

Cited by 2 publications

References 0 publications

Measurement of Advertising Effectiveness in Social Networks: Current Overview and Development of a Model

Measurement of Advertising Effectiveness in Social Networks: Current Overview and Development of a Model

Factores decisivos de compra del consumidor: Un análisis al sector comercial

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