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The advent of social media has witnessed a transformation in how audiences interact with marketers online. While previous research has shown that media consumers generally hold a negative view of advertising, today’s media consumers are engaging with brands more than ever. This study examines what it means to be an active fan of marketers in social media to the modern media consumer through an investigation of how audiences relate to brands in the social media space. Centered around audiences’ uses and gratifications of three successful brand communities within Facebook through qualitative (field observations and individual interviews) and quantitative (surveys) methods, this study intends to gain further knowledge about the role of social media and its impact on forming new cultural trends. The findings suggest that while the uses and gratifications of Facebook brand pages and what becoming a fan of a brand on Facebook signifies to social media users vary, the prevailing motivation for and function of brand community membership is the construction of one’s digital identity in association with the brands of one’s choosing. Furthermore, despite being aware that Facebook brand communities are marketing platforms, fans were largely receptive to and held a positive attitude towards the brands. This critical study of brand fans on Facebook presents the importance of studying social media’s uses and implications in order to better understand new audience cultures within the interactive media landscape.

This thesis is part of the Media and Communicative Strategies research line of the UFSM Graduate Program in Communication. The research problem can be summarized by the following question: how the media ecology observed in web 1.0 to web 3.0 practices provides changes in advertising institutional portals? The proposed hypothesis is that the digital environment is enabling changes in advertising concerning various aspects, from the formats used until the levels of interactivity applied to advertisements, as well as the Advertising’s modus operandi, causing re-accommodations of ads (or sites) to different media. The general objective is to analyze the change of advertisements in institutional sites in the scenario of the new media ecology. The specific objectives are to map the evolution of advertising formats; classify institutional portals of the brands selected into four main stages: transposition of traditional media to online support; trying to create for the digital environment; interactivity with users; and implementation of web ambience for mobile ambience; observe the changes in the portals from the generic form as the contents are placed, the practices and the type of advertising used in every moment; check if the homepage has the ability to interact with the user or not, and how this happens based on the types of interactivity proposed by McMillan (2002); list the formats of advertising as presented to the user, according to Sebastian classification (2011) and DoubleClick (2016e); observe the interactivity of theads ads and the devices present in this practice; describe the evolution of digital advertising in terms of interactivity highlighting the interactional devices communicational phenomenon applied to digital advertising; and develop a mapping matrix for advertising on the web. The mapping is used as a methodological strategy; it allows follow the landscape of transformation movements confirming that advertising is building its space in the digital ambience. The results showed evident changes in advertising formats and one of the important aspects is the space devoted to ads, which increased considerably over the years, a fact that reveals a greater adherence of advertisers to advertising broadcast on the web. / Esta tese insere-se na linha de Pesquisa denominada Mídia e Estratégias Comunicacionais do Programa de Pós-graduação em Comunicação pertencente à UFSM. A problemática de pesquisa pode ser resumida na seguinte questão: como a ecologia midiática observada nas práticas da web 1.0 a web 3.0 propicia alterações nos anúncios publicitários de portais institucionais? A hipótese proposta é que o ambiente digital está possibilitando mudanças nos anúncios publicitários concernentes a vários aspectos, desde os formatos utilizados, até os níveis de interatividade aplicados às peças publicitárias, bem como no modus operandi da Publicidade e Propaganda, ocasionando reacomodações dos anúncios publicitários (ou dos sites) às diferentes mídias. O objetivo geral é analisar as mudanças dos anúncios publicitários em sites institucionais no cenário da nova ecologia midiática. Os objetivos específicos são mapear a evolução dos formatos de anúncios publicitários; classificar os portais institucionais das marcas selecionadas em quatro momentos principais: transposição dos meios tradicionais para o suporte online; tentativa de criar para o meio digital; interatividade com os usuários; e transposição da ambiência web para a ambiência mobile; observar as mudanças nos portais a partir da forma genérica como os conteúdos são colocados, das práticas e do tipo de publicidade utilizado em cada momento; verificar se a homepage tem a capacidade de interagir com o usuário ou não e como isso acontece com base nos tipos de interatividade propostos por McMillan (2002); listar os formatos dos anúncios publicitários conforme apresentados ao utilizador, seguindo a classificação de Sebastião (2011) e DoubleClick (2016); observar a interatividade proporcionada pelos anúncios e os dispositivos presentes nessa prática; descrever a evolução de anúncios digitais em termos de interatividade destacando os dispositivos interacionais do fenômeno comunicacional aplicados à publicidade digital; e elaborar uma matriz cartográfica para a publicidade na web. A cartografia é utilizada como estratégia metodológica, pois permite acompanhar os movimentos de transformação da paisagem confirmando que a publicidade está construindo o seu espaço na ambiência digital. Os resultados mostraram mudanças evidentes nos formatos dos anúncios publicitários e um dos aspectos relevantes é o espaço dedicado aos anúncios, que aumentou de forma considerável ao longo dos anos, fato que revela uma adesão maior dos anunciantes à publicidade veiculada na web.

Solicitud de envío manuscrito de artículo científico. / Los usuarios están protestando activamente contra los anuncios digitales invasivos descargando software de bloqueo de anuncios. Los desarrolladores de juegos recientes introducen publicidad dinámica e interactiva en mundos virtuales. En este contexto, videojuegos como el NBA2K18, lanzaron diferentes plataformas como vallas publicitarias y otros medios publicitarios dentro del juego. Este estudio tiene como objetivo analizar cómo es la experiencia del usuario en NBA2K18 con respecto a la participación de las marcas en él. Se posiciona en el paradigma interpretativo y se realizaron entrevistas semiestructuradas. Los participantes fueron 15 jugadores NBA2K18, considerados "Hard Core Players" cuyas edades oscilaron entre los 18 y los 25 años. Se estudiará MyCareer, un modo de juego en NBA 2K18. Los resultados muestran que todos los participantes estuvieron de acuerdo en que las marcas son necesarias en este juego, ya que ayudan a los jugadores a cumplir con todas sus fantasías. Las percepciones de los jóvenes giraban en torno a cómo las marcas les ayudaban a perseguir sus sueños. Las marcas en NBA2K18, no sometieron la experiencia del juego a sus objetivos; más bien, lo mejoran, para que los jugadores lo sientan mucho más cercano a la vida real. / Users are actively protesting against invasive digital ads by downloading adblocking software. Recent games developers introduce dynamic and interactive advertising into virtual worlds. In this context, video games like NBA2K18 launched different platforms like billboards and other advertising media within the game. This study aims to analyze how the user’s experience in NBA2K18 is regarding the participation of brands in it. It is positioned in the interpretive paradigm and semi-structured interviews were conducted. The participants were 15 NBA2K18 players, considered "hard-core players" whose ages ranged from 18 to 25. MyCareer, a game mode in NBA 2K18 will be studied. Findings show all participants agreed that brands are necessary in this game because help the players fulfilled every fantasy requirement. Young people's perceptions revolved around how the brands help them pursuing their dreams. Brands in NBA2K18, do not undergo the experience of the game; rather, they enhance it, so that players feel it much more like real life. / Tesis

Con el creciente y constante aumento del formato de video vertical a través de redes sociales como Instagram y TikTok, La industria audiovisual publicitaria peruana ha tenido que adaptarse a las nuevas necesidades de las agencias de marketing y publicidad al producir contenido de orientación vertical. Tanto la preproducción, producción y postproducción de la realización convencional de la publicidad en el Perú se han visto afectados por este nuevo formato. El presente trabajo busca analizar cómo el crecimiento del uso del formato vertical se relaciona con la industria audiovisual publicitaria peruana. Para ello, se recurrirán al análisis de contenido de 12 videos publicitarios verticales entre los años 2019 y 2021, asimismo, se realizarán entrevistas semiestructuradas a hombres y mujeres laborantes actuales en la producción audiovisual publicitaria entre 30 y 50 años. / With the growing and constant increase of the vertical video format through social networks such as Instagram and Tik Tok, the Peruvian filmmaking advertising industry had to adapt to the new needs of marketing and advertising agencies when producing vertically oriented content. The pre-production, production, and post-production of conventional advertising in Peru has been affected by this new format. The present work is to analyze how the growth of the use of the vertical video is related to the Peruvian advertising filmmaking industry. To do this, the content analysis of 12 vertical advertising videos will be used between the years 2019 and 2021, likewise, semi-structured interviews will be carried out with current working men and women in advertising filmmaking production between 30 and 50 years old. / Trabajo de investigación

Este estudio analiza la percepción que tienen los jóvenes de 20 a 30 años de Lima centro sobe la saturación publicitaria de la marca Rappi en YouTube durante la pandemia del 2020, siendo así relevante conocer el efecto de la saturación sobre una marca que representa ser una necesidad en el contexto en el que viven los consumidores. Se utilizó una metodología cualitativa para analizar el fenómeno de la saturación publicitaria a través de spots de la marca Rappi que se proyectaron durante la pandemia y que ayuden a comprender el objetivo final de la investigación a partir del mensaje y la forma por cómo están estructurados, para ello se realizaron entrevistas semiestructuradas a jóvenes de entre 20 y 30 años pertenecientes a Lima Centro. La saturación publicitaria no es percibida como tal sino se plantea por los participantes como amigable debido a dos elementos, la importancia del contexto y la necesidad que genera el servicio, ambos factores ayudaron a que los spots de la marca presenten información relevante e importante que quizás dentro de otro contexto, fuera de la pandemia, hubiera pasado desapercibido. Ante esto, las limitaciones del trabajo se presentaron al momento de realizar las entrevistas, ya que al ser virtual en algunas ocasiones se presentaban interrupciones y ruidos que incomodaban durante el mismo. / This study analyzes the perception that young people between 20 and 30 years old in central Lima have about the advertising saturation of the Rappi brand on YouTube during the 2020 pandemic, thus being relevant to know the effect of saturation on a brand that represents a need in the context in which consumers live. A qualitative methodology was used to analyze the phenomenon of advertising saturation through Rappi brand spots that were screened during the pandemic and that help to understand the final objective of the research based on the message and the way in which they are structured, For this, semi-structured interviews were conducted with young people between 20 and 30 years old belonging to Lima Centro. The advertising saturation is not perceived as such but is considered by the participants as friendly due to two elements, the importance of the context and the need that the service generates, both factors helped the brand's spots present relevant and important information that perhaps in another context, outside of the pandemic, it would have gone unnoticed. Given this, the limitations of the work were presented at the time of conducting the interviews, since being virtual on some occasions there were interruptions and noises that were uncomfortable during it. / Tesis

La presente investigación se desarrolla para conocer las estrategias utilizadas por medio de la comunicación boca a boca en las redes sociales para generar preferencias de compra en el consumidor. Debido a que los estudios dirigidos a la comida saludable y los millennials desde una perspectiva publicitaria son escasos, creemos que es un tema potencial para tener un mejor conocimiento del mercado lo que sería favorable para las marcas y agencias. Además, el estudio se realizará con técnicas cualitativas, lo que nos permitirá observar desde las opiniones y publicidad compartidas por los consumidores e influencers como también la comunicación que realizan las marcas por medio de las redes sociales y cómo son vistas. Por medio de esto podremos tener una mejor base largo de la investigación Nuestro estudio ve como un consumidor potencial al público millennial de NSEC A y B. Si entendemos al público millennial como el grupo de personas que utilizan las redes sociales para conectarse con con una red inmensa de contactos. No se definirá a los millennials por su edad, sino por sus características psicográficas. / The present research is developed to know the strategies used through word of mouth communication in social networks to generate purchasing preferences in the consumer. Because studies targeting healthy food and millennials from an advertising perspective are scarce, we believe that it is a potential topic for better understanding of the market that would be favorable for brands and agencies. In addition, the study will be carried out with qualitative techniques, which will allow us to observe from the opinions and publicity shared by consumers and influencers as well as the communication that brands make through social networks and how they are seen. Through this we can have a better basis throughout the investigation Our study sees the millennial audience of NSEC A and B as a potential consumer. If we understand the millennial audience as the group of people who use social networks to connect with a huge network of contacts. Millennials will not be defined by their age, but by their psychographic characteristics.

[pt] Nessa tese são investigadas as transformações no ambiente digital circunscritas às interseções entre as novas práticas do marketing e a proteção do consumidor-titular de dados pessoais. O fio condutor é a consolidação da informação como um importante ativo na sociedade de consumo contemporânea. A partir da perspectiva do capitalismo de vigilância, os principais fenômenos que contribuem para o estabelecimento de uma estrutura de estímulos e controles que permeiam, de maneira imperceptível aos olhos do consumidor, a sua jornada de consumo, são analisados. Verifica-se que a publicidade digital, em especial a chamada publicidade comportamental direcionada conforme o perfil do consumidor, apesar de alvo de críticas da doutrina e de interesse por parte da legislação, é apenas a parte visível de uma arquitetura de escolhas permeada por dark patterns que atrapalham a proteção do consumidor em ambiente digital. Nesse cenário, a pesquisa investiga a suficiência dos mecanismos de proteção de dados pessoais, bem como a existência de uma nova e universal vulnerabilidade do consumidor. Trata-se da vulnerabilidade digital, que dá origem a um estado, também universal, de hipossuficiência do consumidor diante das práticas comerciais em ambiente digital. / [en] In this thesis examines the transformations in the digital environment circumscribed to the intersections between new marketing practices and the protection of the consumer-data subjects. The main drive is the strengthening of information as an important asset in contemporary consumer society. From the perspective of surveillance capitalism, it analyzes the central phenomena that contributes to the establishment of a structure of stimuli and controls that permeate, imperceptibly to the consumer s eyes, his journey. It is verified that digital advertising, especially the so-called behavioral advertising, directed according to the consumer s profile, despite being target of criticism by the doctrine and of interest by the legislation, is only the visible part of an architecture of choices permeated by dark patterns that hinder consumer protection in the digital environment. In this scenario, the research investigates the sufficiency of personal data protection mechanisms, as well as the existence of a new and universal consumer vulnerability. Which is the digital vulnerability that gives rise as well to a universal state of consumer hyposufficiency before commercial practices in the digital environment.

El presente artículo pretende analizar la representación de personas transgénero en la industria publicitaria peruana. Para ello, se presenta una investigación teórica acerca de las personas transgénero en la sociedad y, de manera específica en la publicidad. Además, se detalla la importancia de la comunicación publicitaria digital e Instagram; y se define el concepto de imagen de marca. La investigación será respaldada mediante un enfoque cualitativo, a través de la realización de entrevistas a seguidores de la marca Freak. De este modo, se responde, de manera no concluyente, cómo la representación de personas transgénero influye en la imagen de marca en el caso de Freak en Instagram. / This article intends to analyze the representation of transgender people in advertising industry. To do this, a theoretical investigation is presented about transgender people in society and, specifically, in advertising. In addition, the relevance of digital advertising communication and specifically, Instagram is explained and the concept of brand image is defined. The research will be supported through a qualitative approach, through interviews with brand followers. Thus, it is answered, inconclusively, how the representation of transgender people influences the brand image. Case: Freak on Instagram. / Trabajo de investigación

Este estudio analiza las características de las estrategias digitales publicitarias de branding y performance en la plataforma Facebook del programa EPE de la Universidad Peruana de Ciencias Aplicadas durante el periodo de pandemia por COVID 19. Esta investigación es de paradigma interpretativo con enfoque cualitativo y tiene como base quince entrevistas a publicistas especialistas en publicidad digital con experiencia en campañas publicitarias del sector educativo de los diferentes tipos de empresas de la industria como agencia, medios o anunciante. Las características de la estrategia digital fue el aumento del numero de registros mediante la estrategia del performance digital, así como fue poco versátil y limitada en empatía comunicacional a nivel de branding digital. El caso estudiado desde el punto de vista de los entrevistados no tomo en consideración el contexto de pandemia como una oportunidad, sino que continuó con el modelo anterior a la pandemia para las estrategias de branding y performance en la plataforma de Facebook. / Digital advertising in the context of Covid 19: UPC's EPE case / Tesis