Engagement de la publicidad emocional en tiempos de pandemia. Caso Movistar Ecuador.

Abstract

In times of pandemic, the key to success in advertising lies in finding the balanceof combining the emotional and rational parts, however, due to the high level of saturation in the market with respect to advertising content, emotions must undoubtedly be in the center of the relationship with brands. The objective of this research is to check if emotional advertising generates a higher commitment or level of commitment in relation to the rational advertising published by the Movistar brand in Ecuador in the current context. The research is qualitative and observational based on a matrix that considers the study of three categories (communication strategy, multimedia and interaction) and their variables. From the results, it is highlighted that emotional advertising, in addition to generating a higher level of commitment, contributes to the creation of a positive feeling towards the brand; that its effectiveness is conditioned by the knowledge of consumer needs and the benefits of the product, and that the Facebook social platform is a strategic channel of interaction for brands with products or services for mass consumption.