| dc.contributor | Rodríguez González, Liliana Yamile | |
| dc.contributor | Reyes Gavilán, Pablo Alexander | |
| dc.contributor | Fundación Universitaria Konrad Lorenz | |
| dc.creator | Robayo Melo, Olga Carolina | |
| dc.date.accessioned | 2021-10-31T01:49:26Z | |
| dc.date.available | 2021-10-31T01:49:26Z | |
| dc.date.created | 2021-10-31T01:49:26Z | |
| dc.date.issued | 2021 | |
| dc.identifier | https://repositorio.konradlorenz.edu.co/handle/001/4494 | |
| dc.description.abstract | In this research, the effect of online disruptive advertising on emotional response and brand recall was determined. For this, an experimental study between subjects was carried out using a 2x2 factorial design with 96 participants, where two independent variables were evaluated: the size of the advertisement (large size, small size), x position of the advertisement (upper advertisement, lower advertisement). A video was presented containing Autonomous Meridian Sensory Response techniques, with 4 capsules of disruptive advertising (banner) and brand recall (short-term memory) and emotional response were measured by means of two tests at the end of the presentation. Among the main findings, it was found that advertising presented in large size does not represent a greater influence on brand recall, as opposed to emotional response, where the size of the advertising greater than 70% of the screen generates discomfort and stress in the participants. | |
| dc.description.abstract | En esta investigación se determinó el efecto de la publicidad disruptiva online en la respuesta emocional y la recordación de marca. Para esto, se realizó un estudio experimental entre-sujetos mediante un diseño factorial 2x2 con 96 participantes, donde se evaluaron dos variables independientes el tamaño de la publicidad (tamaño grande, tamaño pequeño), x posición de la publicidad (publicidad superior, publicidad inferior). Se presentó un video que contenía técnicas de Respuesta Sensorial Meridiana Autónoma, con 4 cápsulas de publicidad disruptiva (banner) y se midió recordación de marca (memoria corto plazo) y respuesta emocional por medio de dos pruebas al finalizar la presentación. Entre los principales hallazgos se encontró que la publicidad presentada en tamaño grande no representa mayor influencia en la recordación de marca a diferencia de la respuesta emocional donde el tamaño de la publicidad superior al 70% de la pantalla genera incomodidad y estrés en los participantes. | |
| dc.language | spa | |
| dc.publisher | Bogotá, D.C : Fundación Universitaria Konrad Lorenz, 2021 | |
| dc.publisher | Escuela de Posgrados | |
| dc.relation | Acquisti, A., & Spiekermann, S. (2011). Do interruptions pay off? Effects of interruptive ads on consumers' willingness to pay. Journal of Interactive Marketing, 25(4), 226-240. https://doi.org/10.1016/j.intmar.2011.04.003 | |
| dc.relation | Bell, R. & Buchner, A. (2018). Positive effects of disruptive advertising on consumer preferences. Journal of Interactive Marketing, 41, 1-13. https://doi.org/10.1016/j.intmar.2017.09.002 | |
| dc.relation | Candia, C. & Aguirre, M. (2015). Modelo de valor de marca para medios de prensa escritos en un contexto regional. Estudios Gerenciales, 31(135), 150-162. https://doi.org/10.1016/j.estger.2015.01.001 | |
| dc.relation | Doughty, K., Duffy, M. & Harada, T. (2016). Practices of emotional and affective geographies of sound. Emotion, Space and Society, 20, 39-41. https://doi.org/10.1016/j.emospa.2016.06.007 | |
| dc.relation | Edwards, S.M., Li, H. & Lee, J. H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of Advertising, 31(3), 83-95. https://doi.org/10.1080/00913367.2002.10673678 | |
| dc.relation | Feenstra, R. A. (2014). Ética de la publicidad. Retos en la era digital. Madrid. Librería Editorial Dykinson. | |
| dc.relation | Gallagher, K., Foster, K. D. & Parsons, J. (2001). The medium is not the message: Advertising effectiveness and content evaluation in print and on the web. Journal of Advertising Research, 41(4), 57-70. https://doi.org/10.2501/JAR-41-4-57-70 | |
| dc.relation | Hendon, D. W. (1973). How mechanical factors affect ad perception. Journal of Advertising Research, 13 (4), 39–46. https://psycnet.apa.org/record/1974-20918-001 | |
| dc.relation | James, J. (2020, 5 de febrero). Videos with fewer intrusive ads. Chromium Blog https://blog.chromium.org/2020/02/videos-with-fewer-intrusive-ads.html | |
| dc.relation | Liu, Y. & Shrum, L.J. (2002). What Is Interactivity and Is It Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness. Journal of Advertising, 31(4), 53-64. https://doi.org/10.1080/00913367.2002.10673685 | |
| dc.rights | Atribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0) | |
| dc.rights | https://creativecommons.org/licenses/by-nc-nd/4.0/ | |
| dc.rights | info:eu-repo/semantics/openAccess | |
| dc.rights | http://purl.org/coar/access_right/c_14cb | |
| dc.title | El efecto de la publicidad disruptiva online en la respuesta emocional y la recordación de marca | |
| dc.type | Trabajo de grado - Maestría | |
