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Evaluación de un anuncio digital para un nuevo producto de cosmética natural
DESIGN AND EVALUATION OF A DIGITAL ADVERTISEMENT FOR A NEW NATURAL COSMETIC PRODUCT
DESIGN E AVALIAÇÃO DE UM ANÚNCIO DIGITAL PARA UM NOVO PRODUTO DE COSMÉTICOS NATURAIS
DOI:
https://doi.org/10.15446/innovar.v34n91.98127Palabras clave:
Anuncio digital, sentimientos positivos, sentimientos negativos, cosmética natural, producto innovador (es)Publicidade digital, sentimentos positivos, sentimentos negativos, cosméticos naturais, produto inovador (pt)
Digital ad, positive feelings, negative feelings, natural cosmetics, innovative product (en)
La comunicación es elemento clave en las acciones del marketing. Comprender cómo los consumidores interactúan emocionalmente por el canal para decidir la compra es esencial para el diseño de las estrategias de la organización. Esta investigación tiene como finalidad valorar la reacción emocional de un anuncio digital para un nuevo producto dermofarmacéutico. El estudio de enfoque mixto se realizó en cuatro fases: i) producto seleccionado, ii) técnicas aplicadas (focus groups, encuesta y diseño del anuncio digital), iii) elaboración del instrumento y iv) análisis de datos (conteo de palabras, descriptivo y factorial). Como resultado hay inclinación de sentimientos positivos por parte de los participantes; provoca confianza, encanto, y las hace sentir atractivas. Los sentimientos negativos se encuentran en un término intermedio como ambiguo, debido posiblemente al origen natural del artículo, y los sentimientos de relajado se inclinan al factor cálido. Esto evidencia que las respuestas que llegan a la mente del individuo al estar expuesto a un estímulo no solo son cognitivas, sino también emocionales. Los principales resultados muestran que la utilización de formatos emocionales por parte de las organizaciones puede ser de utilidad al integrar el mensaje del producto con distintas actividades. Como limitaciones, se establece la baja cuota de respuesta en las redes sociales.
Communication is a key element in marketing activities. Understanding how consumers emotionally interact through a given channel to make their purchase decisions is essential for designing organizational strategies. Consequently, this research aims to assess the emotional reaction to a digital advertisement for a new dermopharmaceutical product through a mixed-method approach deployed in four phases: i) product selection, ii) applied techniques (focus groups, survey, and digital ad design), iii) instrument development, and iv) data analysis (word count, descriptive and factorial). As a result, there is a tendency towards positive feelings among the participants of this study, as the observed product instills confidence and charm and makes them feel attractive. Negative feelings are in an intermediate term and are ambiguous, possibly due to the natural origin of the product, while relaxation feelings lean towards the warm factor. These findings indicate that responses reaching the individual’s mind when exposed to a stimulus are not only cognitive but also emotional. The main results suggest that the use of emotional
a comunicação é um elemento-chave nas ações de marketing. Compreender como os consumidores interagem emocionalmente por meio do canal para decidir a compra é essencial para a elaboração das estratégias da organização. Esta pesquisa tem como objetivo avaliar a reação emocional de um anúncio digital de um novo produto dermofarmacêutico. O estudo de abordagem mista foi realizado em quatro fases: 1) produto selecionado, 2) técnicas aplicadas (grupos de foco, pesquisa e design de anúncios digitais), 3) desenvolvimento de instrumentos e 4) análise de dados (contagem de palavras, descritiva e fatorial). Como resultado, há uma tendência de sentimentos positivos por parte dos participantes; isso provoca confiança, charme e faz com que eles se sintam atraentes. Os sentimentos negativos estão entre ambíguos, possivelmente devido à origem natural do item, e os sentimentos relaxados se inclinam para o fator caloroso. Essa é uma evidência de que as respostas que vêm à mente de um indivíduo quando exposto a um estímulo não são apenas cognitivas, mas também emocionais. Os principais resultados mostram que o uso de formatos emocionais pelas organizações pode ser útil ao integrar a mensagem do produto a diferentes atividades. Como limitações, é estabelecida a baixa taxa de resposta nas redes sociais.
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