Ingeniería en Marketing

Permanent URI for this communityhttps://dspace-test.ucuenca.edu.ec/handle/123456789/92

Browse

Browsing Ingeniería en Marketing by Subject "Administración::Mercadotecnia"

Filter results by typing the first few letters
Now showing 1 - 2 of 2
  • No Thumbnail Available
    Item
    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.
  • Thumbnail Image
    Item
    Insights sobre el consumo de bebidas alcohólicas en jóvenes de la Universidad de Cuenca: Relación de la publicidad digital en marcas de bebidas alcohólicas con los insights
    (Universidad de Cuenca, 2025-09-25) Huiracocha Guerrero, Johanna Carolina; Saldaña Matute, Valeria Belén; Iñiguez Quizhpi, Sandra Verónica
    Insights create a sense of familiarity within the target audience, fostering personal connections between the brand and consumers. The rise of social networks has significantly expanded the reach of digital advertising, particularly in the marketing of alcoholic beverages. By examining alcohol consumption among college students—a demographic known for high consumption rates—we can explore how alcohol brands leverage insights from young consumers in their digital marketing strategies. The aim of this study is to investigate the digital advertising efforts of alcoholic beverage brands and their alignment with the insights gathered from young college students who engage with these products. To begin, insights were collected through three focus groups consisting of students from the University of Cuenca, aged between 20 and 23, who consume alcohol at least three times a month. These groups included one solely for women, one for men, and one mixed group, each containing six participants. Following the insights collection, two advertising campaigns from the brands Pilsener and Switch were analyzed. A comparative analysis was also conducted between these ads and the insights gathered from the focus groups. The findings reveal both a deep insight and an under insight: the deep insight relates to the pursuit of emotional security, while the under insight highlights a desire for affiliation. Furthermore, it is evident that alcoholic beverage brands effectively utilize these under insights in their campaigns by presenting their products in contexts where the primary goal of consumers is to enjoy fulfilling experiences with their social circles.