Citas bibligráficas
Aguilar, D., Milla, C. (2022). La influencia del femvertising en la decisión de compra en las mujeres modernas trujillanas, 2020: caso Dove [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/30619
Aguilar, D., Milla, C. La influencia del femvertising en la decisión de compra en las mujeres modernas trujillanas, 2020: caso Dove [Tesis]. PE: Universidad Privada del Norte; 2022. https://hdl.handle.net/11537/30619
@misc{renati/433209,
title = "La influencia del femvertising en la decisión de compra en las mujeres modernas trujillanas, 2020: caso Dove",
author = "Milla Lescano, Cristina Alexandra",
publisher = "Universidad Privada del Norte",
year = "2022"
}
This thesis seeks to find out the level of influence of femvertising advertising on the decision to buy Dove brand products in modern women from trujillanas from 25 to 35 years old, who belong to sectors A and B. For this, the research has been structured in four chapters. The first chapter develops the theoretical framework in which this type of advertising arises and its impact on the purchase decision in these women. Theoretical and empirical studies on the most important points of the topic raised are also analyzed. On the other hand, it details the concept of femvertising, the context in which it arises, its approaches, effects, and the pillars that allow identifying this advertising strategy. As well as internal and external factors that influence the purchase decision process. The second chapter presents the instruments applied to modern women from Trujillo, Chapter three shows the results obtained in said research. Finally, chapter four shows the discussion and conclusions obtained in the research. In this way, it was confirmed that femvertising advertising influences consumers' purchasing decision in an appropriate way, managing to generate positive reactions in modern women from Trujillo, as they show that they are receptive to new visual and conceptual experiences in advertising.
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