Bibliographic citations
Gamarra, G., (2023). El papel de la publicidad a la hora de abordar el acoso sexual en línea: la
campaña de Pilsen centrada en los hombres durante COVID-19 [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/673293
Gamarra, G., El papel de la publicidad a la hora de abordar el acoso sexual en línea: la
campaña de Pilsen centrada en los hombres durante COVID-19 [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/673293
@misc{sunedu/3627439,
title = "El papel de la publicidad a la hora de abordar el acoso sexual en línea: la
campaña de Pilsen centrada en los hombres durante COVID-19",
author = "Gamarra Rojas, Gabriela Josefina",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
During the pandemic, brands have rethought their advertising communication around the global crisis, while people immerse themselves even more in the virtual world. It is important to study these changes because the increase in internet usage has led to a deepening of negative behaviors by men, such as online sexual harassment towards women which is a globally harmful problem. Therefore, it is essential to pay attention to this behavior and understand men’s perception of this problem that harms their own gender. In this context, the social marketing strategy is analyzed as a tool to change the behavior or thoughts of an audience towards a social problem. In particular, the “Banners Against Online Sexual Harassment” campaign by the beer brand Pilsen Callao, launched on dif- ferent digital platforms to denounce and expose online sexual harassment that has increased during the pandemic. The study was conducted through a qualitative methodology, with 15 semi-structured interviews with Peruvian university stu- dents, aimed at identifying their perception of the campaign. The results show a lack of empathy by men towards online sexual harassment of women, which is mainly done on Instagram, one of the most widely used social media platforms in cyberspace. This study highlights the importance of continuing to work on raising awareness and preventing online harassment towards women, involving men in the fight against this globally harmful problem.
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