Bibliographic citations
Rodríguez, V., (2020). La influencia del storytelling publicitario en las actitudes del consumidor, caso: Interbank [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653642
Rodríguez, V., La influencia del storytelling publicitario en las actitudes del consumidor, caso: Interbank [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/653642
@misc{renati/1288578,
title = "La influencia del storytelling publicitario en las actitudes del consumidor, caso: Interbank",
author = "Rodríguez Marín, Valeria Tatiana",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
When it comes to telling a story, a narrative about the brand and for the brand. Storytelling is an extremely powerful technique as it connects emotionally with the target audience and carries the brand's message effectively and quickly. In the end, the most defined brands are those that are recognized since they have a different story behind that identifies them and that must be ratified in a coherent and consistent way by the customers especially in the context of the COVID-19 pandemic The present study is developed through a qualitative methodology, in which descriptive statistics will not be used, nor measurement based on numerical data; It is considered a population comprised of Interbank clients, of both sexes and an average of 20 to 35 years of age; An in-depth interview will be used as a technique, and an in-depth interview guide as an instrument. The data collected will serve to achieve the objectives of the investigation.
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