De la atención a la intención en la publicidad móvil. Análisis de los anuncios que generan interacción entre las nuevas generaciones de usuarios

  1. Feijoo, Beatriz 1
  2. Sádaba, Charo 2
  3. Fernández-Gómez, Erika 1
  1. 1 Universidad Internacional de La Rioja
    info

    Universidad Internacional de La Rioja

    Logroño, España

    ROR https://ror.org/029gnnp81

  2. 2 Universidad de Navarra
    info

    Universidad de Navarra

    Pamplona, España

    ROR https://ror.org/02rxc7m23

Aldizkaria:
Comunicación y sociedad

ISSN: 0188-252X,  2448-9042

Argitalpen urtea: 2023

Zenbakia: 20

Mota: Artikulua

DOI: 10.32870/CYS.V2023.8377 DIALNET GOOGLE SCHOLAR lock_openSarbide irekia editor

Beste argitalpen batzuk: Comunicación y sociedad

Laburpena

Este estudio busca identificar qué tipo de anuncios publicitarios en móvil atraen más el clic entre las nuevas generaciones. 45 usuarios de edades comprendidas entre 10 y 14 años se sometieron a un seguimiento semanal del uso de su móvil mediante screen recorder, consiguiendo monitorear el impacto publicitario real. Se registraron 41 horas de grabación y 2 410 anuncios móviles que se sometieron a un análisis de contenido. El estudio muestra que la publicidad sem y los contenidos comerciales creados por influencers generan el mayor porcentaje de clics, sobre todo cuando se anuncian marcas de juguetes, electrónica y entretenimiento.

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