Bibliographic citations
Miranda, S., Salinas, D. (2023). La narrativa transmedia de la marca Interbank en la percepción de jóvenes usuarios del distrito de Trujillo, 222 [Tesis, Universidad Privada Antenor Orrego - UPAO]. https://hdl.handle.net/20.500.12759/10007
Miranda, S., Salinas, D. La narrativa transmedia de la marca Interbank en la percepción de jóvenes usuarios del distrito de Trujillo, 222 [Tesis]. PE: Universidad Privada Antenor Orrego - UPAO; 2023. https://hdl.handle.net/20.500.12759/10007
@misc{renati/373185,
title = "La narrativa transmedia de la marca Interbank en la percepción de jóvenes usuarios del distrito de Trujillo, 222",
author = "Salinas Villacorta, Diego Alexander",
publisher = "Universidad Privada Antenor Orrego - UPAO",
year = "2023"
}
The purpose of this research report is to determine how the transmedia narrative of the ""Interbank eres tú"" campaign impacted the perception of young users in the district of Trujillo in 2022. The study is a quantitative approach conducted under the judgment of experts, using the survey as a data collection tool, in order to find the relationship between the variables: transmedia narrative and user perception. Taking as a reference the five principles of transmedia narrative proposed by Jenkins (2003), while, in the user's perception we took into account the stages proposed by Molla et al. (2006). To find the results we used Sperman's Rho correlation with a sample of 384 young people from Trujillo between the ages of 20 and 30 years, obtaining a direct and significant relationship, i.e., the campaign used the transmedia principles chosen in an appropriate manner, achieving that young people in the district of Trujillo, perceive the content of the campaign to a large extent.
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