los memes en la percepción de la promesa de marca: un estudio en marcas locales de machala.

Abstract

The research “The influence of memes in the perception of brand promise: a study in local brands of Machala” analyzed how the perception of brand promise in Donivan's, Junior Salinas and Chesco. The study aimed to characterize the use of memes in their communication strategies, determine how they defined and communicated their brand promise through memes and evaluate the coherence between both elements. The methodology adopted a qualitative approach with an exploratory-descriptive design. Semi-structured interviews were conducted with communication managers or content managers and a content analysis of 30 memes in total, selected based on their digital interaction. The results indicated that, although the memes were effective in generating engagement and visibility on social networks, they did not clearly reflect the brand promise of the companies. Donivan's used memes as an entertainment resource without highlighting its proposal to enhance the green in local gastronomy. Junior Salinas used them to attract customers without emphasizing the quality of its food. Chesco prioritized engagement without linking its memes to its promise to offer better quality pizza. It was concluded that, although memes strengthened the digital presence of the brands, there was a disconnection with the communication of their brand promise.