Citas bibligráficas
Castañeda, J., (2024). Efectos de la publicidad invasiva de YouTube en el comportamiento del consumidor de estudiantes universitarios [Universidad Católica Santo Toribio de Mogrovejo]. http://hdl.handle.net/20.500.12423/7892
Castañeda, J., Efectos de la publicidad invasiva de YouTube en el comportamiento del consumidor de estudiantes universitarios []. PE: Universidad Católica Santo Toribio de Mogrovejo; 2024. http://hdl.handle.net/20.500.12423/7892
@misc{renati/1106978,
title = "Efectos de la publicidad invasiva de YouTube en el comportamiento del consumidor de estudiantes universitarios",
author = "Castañeda Perez, Jimena",
publisher = "Universidad Católica Santo Toribio de Mogrovejo",
year = "2024"
}
The present research was based on recognizing the effects on the behavior of centennial consumers when viewing advertising content on YouTube, since different companies currently use it, but excessively, causing discomfort in the consumer. That is why an analysis was carried out to identify the effects of YouTube's invasive advertising on the consumer behavior of college students. Based on this, we sought to identify the types of promotional videos that are exposed on YouTube, describe the behavior, analyze the perception and identify the effects on the behavior of the university consumer when exposed to invasive YouTube advertising. The methodology had a qualitative phenomenological approach, in this way, two techniques were used, first, the interview with its interview guide instrument, and second, the focus group with its question guide instrument. From this it was obtained that there are three types of advertising most used on YouTube, young people usually use the platform to entertain themselves and/or educate themselves and are always willing to make purchases through this medium, but the advertising that appears is overwhelming, excessive and inopportune, thus leading them to stop consuming, leave the platform or consume so that the ad does not appear again. In conclusion, it was found that university students prefer implicit, short-term and creative advertising. Therefore, companies must carry out an in-depth analysis of their target audience, provide them with dynamic content, in order to capture their attention in a short time.
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