El Modelo de Influencia del Contexto (CIM)Las referencias de contexto en los anuncios marcan la diferencia
DOI:
https://doi.org/10.31921/doxacom.2801Palabras clave:
actitud hacia el anuncio, intenciones de compra, contexto de compromiso con la marca, contexto de implicaciónResumen
La pandemia de COVID-19 modificó por completo la vida de los consumidores, pero la publicidad no parece haber reflejado este cambio. Estudios preliminares han descubierto que los anuncios no mostraron medidas contra el COVID, y esta falta de referencias a la pandemia en la publicidad podría afectar a la respuesta de los consumidores. Sin embargo, ninguna investigación empírica lo ha examinado. Por ello, este estudio analiza cómo la inclusión de referencias COVID en los anuncios afecta a la actitud de los consumidores hacia el anuncio, a la intención de compra y al compromiso con la marca. También se tienen en cuenta la modalidad del anuncio y la implicación con la pandemia. Se realizó un experimento en línea de 3 por 2 con 1050 consumidores. Los resultados mostraron que incluir referencias COVID mejoró la actitud hacia el anuncio y aumentó la percepción del compromiso de la marca y las intenciones de compra, aunque, en este último caso, sin diferencias significativas. Los resultados sugieren que los anuncios deberían incluir referencias del contexto que esté sucediendo en ese momento para mejorar la respuesta de los consumidores. Por tanto, la implicación del estudio va más allá del contexto de pandemia en que se realiza.
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Derechos de autor 2026 Emma Rodero, Sara Vinyals-Mirabent, Isabel Rodríguez de Dios, Olatz Larrea
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