Citas bibligráficas
Espino, A., (2021). El storydoing para generar brand trust en la publicidad social en tiempos del Covid-19 [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/659034
Espino, A., El storydoing para generar brand trust en la publicidad social en tiempos del Covid-19 [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/659034
@misc{sunedu/4387467,
title = "El storydoing para generar brand trust en la publicidad social en tiempos del Covid-19",
author = "Espino Landeo, Anggie Jhosselyn",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
This study analyzes how social advertising through the advertising storydoing strategy can generate brand trust in the context of Covid-19. The study is positioned in the interpretive paradigm and its approach is qualitative. Its design is the case study of the ad “Delivery a Burger King”, in which the brand offers its support to Peruvian restaurants due to the economic crisis during the pandemic. 16 semi-structured interviews were conducted with adults from 5 districts of Lima between 25 and 35 years old. As a result, the link of a good consumer relationship with the promise of the brand purpose and carrying out concrete solutions to a community, is what allows storydoing to generate brand trust. Likewise, integrating real characters who receive the experience into the narrative consolidates an emotional bond with the viewer. However, the continuity and visibility of the initiative should not be lost, otherwise there is a risk that doubts will be raised in the intention of the brand.
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