Bibliographic citations
Ramírez, V., (2021). El storytelling publicitario de Entel para construir una marca socialmente responsable durante el Covid-19 [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/659017
Ramírez, V., El storytelling publicitario de Entel para construir una marca socialmente responsable durante el Covid-19 [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/659017
@misc{sunedu/4387463,
title = "El storytelling publicitario de Entel para construir una marca socialmente responsable durante el Covid-19",
author = "Ramírez Pinchi, Valerie Vanessa",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
Because of Covid-19, companies thought about strategies related to social responsibility to deal with the health crisis and for brands to generate more affinity with their consumers. To communicate this message, storytelling can be a useful tool to connect with the user. This study analyzes how students at the Universidad Nacional de San Martín (UNSM) in Tarapoto perceive Entel's “Hoy conectados, mañana juntos” campaign for the construction of a socially responsible brand. Its paradigm is interpretive, with a qualitative approach and its design is case study. The participants were students between 18 and 24 years old. The data collection technique was the semi-structured interview. As a result, it was found that the participants perceived all the elements in the storytelling in the campaign: the message, the conflict, the characters and the plot; and this study proposes the hashtag as a fifth element for its contribution to the narrative. In conclusion, the participants consider that the campaign is an effort by Entel to adapt to the unexpected current context, which has generated a special linkage between the brand and its users thanks to storytelling.
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