Bibliographic citations
Vásquez, L., (2020). La Sanahoria, marca que utiliza Instagram para difundir mensajes de consumo sano en pandemia [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/655969
Vásquez, L., La Sanahoria, marca que utiliza Instagram para difundir mensajes de consumo sano en pandemia [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/655969
@misc{renati/395525,
title = "La Sanahoria, marca que utiliza Instagram para difundir mensajes de consumo sano en pandemia",
author = "Vásquez Paredes, Leslie Marjorie del Pilar",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
This study analyzes what are the messages of healthy and responsible consumption perceived by the followers of the brand in the campaign “Spot by La Sanahoria” that the brand made through Instagram in times of the coronavirus.A qualitative methodology was used to analyze the campaign. This campaign begins with the idea of providing a space where you can buy final products that improve the immune system. Fourteen semi-structured interviews were carried out with men and women between the ages of 25 to 35 who shop at La Sanahoria from San Isidro. The study showed that the spot was a good way to diversify and show that it´s a brand linked to the healthy life; however, the campaign didn´t show the message clearly. As a conclusion, the study showed that the advertising that the brand is doing in social media doesn't catch new customers, which, in the medium term, could cause negative effects if they want to reach new niches and diversify.
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