Bibliographic citations
Burga, E., (2020). Influencia de la publicidad emocional en la acción de compra en el sector siderúrgico: Caso Aceros Arequipa [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653588
Burga, E., Influencia de la publicidad emocional en la acción de compra en el sector siderúrgico: Caso Aceros Arequipa [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/653588
@misc{renati/1288509,
title = "Influencia de la publicidad emocional en la acción de compra en el sector siderúrgico: Caso Aceros Arequipa",
author = "Burga Vargas, Ena del Carmen Victoria",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
This research article seeks to know the influence of emotional advertising in the steel sector, whose case study is the spot “Peruvian men of steel do exist” by Aceros Arequipa; transmitted on television and published on YouTube and Facebook in March 2015. We are interested in this piece of emotional content as it is disruptive in front of rational advertising that characterizes the sector, since many assure that price and quality are important factors that guarantee a purchase action. However, this case would demonstrate the opposite, since the figures showed that, from this spot, sales increased. For this case study, we propose a qualitative approach, as we seek to understand the relationship between emotional advertising and purchasing action through semi-structured interviews directed to the construction masters. With this, we hope to demonstrate the complex relationship between both categories.
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