Análisis de la comunicación publicitaria emitidas por las marcas deportivas para mujeres adultas en la plataforma digital Instagram
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2020-10
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
Las marcas con el paso del tiempo han transformado la manera de comunicarse gracias a la evolución del internet y junto con ello el desarrollo de las redes sociales. No son ajenas a esta situación. Las marcas deportivas que formaron parte del estudio, llevan a cabo su comunicación publicitaria en la red social Instagram empleando en sus publicaciones formatos que atraen la atención de las mujeres adultas, sin embargo, esta investigación arrojó datos interesantes que ayudan a determinar que no todas las marcas realizan post periódicamente, además los contenidos que las mismas emiten no son la razón principal por lo que las mujeres sigan alguna cuenta de la marca de su preferencia. De acuerdo con las respuestas recibidas por parte del grupo de estudio demuestra que, les gusta que las marcas publiquen contenidos como cuidado de la salud, rutinas de ejercicios, es decir contenidos que motiven y generen un beneficio, que les haga sentir que es parte de ese estilo de vida que pueda comunicar la marca, sin dejar de lado su interés hacia las promociones y descuentos de sus productos, de tal manera que la mayoría de ellas se informan a través de Instagram antes de realizar una compra.
Over the years, brands have transformed the way to communicate due to the internet’s evolution and the development of social networks. The sportswear brands that took part in this study, carry out their advertising communication on Instagram using on their posts, formats that attract the attention from adult women, however, this research showed interesting data that help to determine that all the brands do not post periodically, besides the contents that the brands emit are not the main reason why women decide to follow any Instagram account of their preference. According to the responses obtained from the study group show that, women like that the brands post contents such as health care, work out routine, that is to say contents that motivate and generate benefits that makes them feel part of that lifestyle that the brand can communicate, keeping their interest in promotions and discounts of their products, which indicates that most of women get information through Instagram before shopping.
Over the years, brands have transformed the way to communicate due to the internet’s evolution and the development of social networks. The sportswear brands that took part in this study, carry out their advertising communication on Instagram using on their posts, formats that attract the attention from adult women, however, this research showed interesting data that help to determine that all the brands do not post periodically, besides the contents that the brands emit are not the main reason why women decide to follow any Instagram account of their preference. According to the responses obtained from the study group show that, women like that the brands post contents such as health care, work out routine, that is to say contents that motivate and generate benefits that makes them feel part of that lifestyle that the brand can communicate, keeping their interest in promotions and discounts of their products, which indicates that most of women get information through Instagram before shopping.
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COMUNICACIÓN PUBLICITARIA, COMUNICACIÓN DIGITAL, PLATAFORMAS DIGITALES, COMPORTAMIENTO DEL CONSUMIDOR, MARCAS DEPORTIVAS
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