Browsing by Author "Contreras Cordero, Joseline Anahi"

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    Efectividad persuasiva de la publicidad digital en redes sociales en las preferencias de compra de preservativos por adultos emergentes en la zona urbana de Cuenca
    (Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-02-11) Contreras Cordero, Joseline Anahi; Villavicencio Asmal, Pablo de Jesus; Pesantez Vicuña, Saúl Fernando
    Digital advertising on social media has gained traction as a tool for influencing purchasing preferences, especially among Young Adults. In this context, the present study aims to analyze the degree of persuasive influence that condom advertising has on purchasing preferences related to a product as a method of contraception. The study was conducted in two methodological stages. First, exploratory research was carried out through a focus group made up of young adults with previous exposure to digital advertising related to the product. Subsequently, a conclusive descriptive study was carried out, applying a structured and validated survey to a representative sample, to test the hypotheses put forward. The results confirmed a significant relationship between the frequency of exposure to digital advertising on networks such as Facebook, Instagram, and TikTok, and persuasion in purchasing preference. However, no statistically significant relationship was found between such exposure and understanding of the product in its functional category as a contraceptive method. Taken together, these findings confirm the applicability of digital advertising to influence young consumer decisions, highlighting its strategic role in preference building, albeit with limitations in communicating the core benefit in depth.