El Efecto de los Advergames, los Banners y el Tipo de Usuario sobre la Actitud Hacia la Marca y la Intención De Compra Other Languages

ID:
49119
Authors:
Abstract:
Objetivos – Esta investigación busca analizar la efectividad de los advergames en comparación con los banners. Asimismo, se pretende analizar si el tipo de usuario (alguien que solo navega casualmente por Internet vs. alguien que busca información del producto en Internet) influirá sobre la efectividad de ambos formatos de publicidad en Internet. Metodología – Un experimento con 152 participantes que controla el entretenimiento percibido. Resultados – Se observa que los advergames no son superiores a los banners a la hora de mejorar la actitud hacia la marca e intención de compra. Estos resultados son independientes del tipo de usuario (navegadores casuales vs. buscadores de información). Contribuciones – Aunque los banners son formatos tradicionales de publicidad en Internet, otros formatos han surgido a medida que avanza la tecnología, como son los advergames.
ABNT Citation:
FARÍAS, P.El Efecto de los Advergames, los Banners y el Tipo de Usuario sobre la Actitud Hacia la Marca y la Intención De Compra. Revista Brasileira de Gestão de Negócios, v. 20, n. 2, p. 194-209, 2018.
APA Citation:
Farías, P.(2018). El Efecto de los Advergames, los Banners y el Tipo de Usuario sobre la Actitud Hacia la Marca y la Intención De Compra. Revista Brasileira de Gestão de Negócios, 20(2), 194-209.
Permalink:
https://www.spell.org.br/documentos/ver/49119/el-efecto-de-los-advergames--los-banners-y-el-tipo-de-usuario-sobre-la-actitud--hacia-la-marca-y-la-intencion-de-compra/i/en
Document type:
Artigo
Language:
Espanhol
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