La necesidad constante de las empresas por incrementar el valor de marca por medio de la recordación y actitud que un consumidor pueda ejercer hacia una marca ha generado un enorme estrés en las estrategias de marketing tradicional. Por ello varios expertos en marketing recomiendan la digitalización. Fenómeno que alcanzó ciertos límites en algunos sectores como en las redes sociales, pero deja varias alternativas por explorar como en los videojuegos. Si bien es cierto, la publicidad en videojuegos ya se practicaba, con la tendencia de la digitalización y el auge de los deportes electrónicos, este tipo de publicidad se vuelve más atractiva para las marcas en el día a día. Por ello se decidió explorar la efectividad en la recordación y actitud hacia una marca mediante la medición de las características claves de sus componentes en videojugadores de Lima Metropolitana. El tipo de investigación empleada fue descriptiva-correlacional no experimental por conveniencia. Primero, descriptiva porque, describiremos los datos de una muestra de una determinada población en relación a un elemento en concreto (la publicidad dentro de los videojuegos). Segundo, correlacional debido a que, el propósito de la investigación es averiguar el impacto que tiene la publicidad dentro de los videojuegos y la actitud con respecto a la recordación de marca. Tercero, convencional ya que, los investigadores acudiremos al lugar donde sucede el fenómeno. Finalmente, no experimental, porque el estudio se realizará en un tiempo y espacio determinado. / The constant need of companies to increase brand value through the recall and attitude that a consumer can exercise towards a brand has generated enormous stress in traditional marketing strategies. That is why several marketing experts recommend digitization. Phenomenon that reached certain limits in some sectors such as social networks, but leaves several alternatives to explore as in video games. While it is true, advertising in video games was already practiced, with the trend of digitalization and the rise of electronic sports, this type of advertising becomes more attractive for brands on a day-to-day basis. Therefore, it was decided to explore the effectiveness in the recall and attitude towards a brand by measuring the key characteristics of its components in videogames of Metropolitan Lima. The type of research used was descriptive-correlational, not experimental for convenience. First, descriptive because, we will describe the data of a sample of a certain population in relation to a specific element (advertising within video games). Second, correlational because, the purpose of the research is to find out the impact that advertising has within video games and the attitude with respect to brand recall. Third, conventional because, researchers will go to the place where the phenomenon happens. Finally, not experimental, because the study will be carried out in a determined time and space. / Tesis

El objetivo de esta investigación es demostrar que la comunicación de Branding digital de los bancos del mercado peruano influye en su posicionamiento de marca en el target elegido. El estudio inicia con la investigación en fuentes secundarias con la finalidad de definir los conceptos de: branding, branding digital y posicionamiento; además de conocer el contexto actual del sector bancario. Después, se enmarca en una investigación que utiliza una metodología mixta (cualitativa y cuantitativa) con un alcance exploratorio y correlacional. En la fase cualitativa, se realizan entrevistas a profundidad y estructuradas a expertos en branding, representantes de marcas de bancos y del target. Finalmente, en la fase cuantitativa se aplica un cuestionario a una muestra de 381 personas, a los cuales se divide en dos grupos, según su nivel de digitalidad, con el objetivo de comparar la influencia que ejerce el branding digital en cada uno, con respecto a la categoría de bancos. Se obtiene como resultado que efectivamente la comunicación de branding digital se relaciona con el posicionamiento de bancos, puesto que este es más cercano al deseado por la marca en los integrantes de la muestra con un nivel de digitalidad más elevado. Además, se descubre que el posicionamiento de los bancos influye a su vez en la frecuencia con la que los usuarios utilizan todas plataformas, y por consiguiente los servicios bancarios. Y que esa frecuencia de uso influye también en el nivel de cercanía entre las marcas y el consumidor. Finalmente, se propone una campaña para una de las marcas líderes, basada en los resultados obtenidos. / The objective of this research is to demonstrate that Digital Branding communication of Peruvian banks influences on their brand positioning. The study begins with a research on secondary sources in order to define the concepts of: branding, digital branding and positioning; besides knowing the current context of the banking sector. Later, the research uses a mixed methodology (qualitative and quantitative) with an exploratory and correlational scope. In the qualitative phase, structured interviews are carried out with branding experts, representatives of bank and target. Finally, in the quantitative phase, a questionnaire is applied to 381 people, which it is divided into two groups, according to their level of digitality, in order to compare the influence exerted by digital branding in each one. As a result, digital branding communication is effectively related to the brand positioning of banks, since this is more similar to desired positioning in people with a higher level of digitality. In addition, it was discovered that brand positioning of banks influences the frequency of use of all platforms, and therefore banking services. And that frequency of use also influences the level of identification between brands and the consumer. Finally, a campaign is proposed for one of the leading brands, based on the results obtained. / Tesis

Anchored in analysis of in-depth and semi-structured interviews with 23 Black women in Britain, this research explores how media and online content-sharing is implicated in the development of Black women’s diasporic identities. Such matters are unpacked via an interpretive analytic lens, with Black feminist and social constructionist underpinnings. Shaped by critical studies of marketing, media, race, and gender, this research addresses issues concerning identity, ideology and inclusion, amidst media and digital culture. This thesis analyses media-based coping mechanisms concerning experiences of marginalisation and searches for a sense of belonging, related to intersecting issues of race, ethnicity and gender. There is analysis of how content generated by Black online users is entangled in processes of cultural transmission, counter-cultural resistance, and the construction of a digitally-mediated collective Black consciousness. As such, there is discussion of the notion of Black digital diaspora, in relation to analysis of the online media experiences of Black women in Britain. As part of this thesis, the concept of Black British diasporic literacy is also outlined, to further understand the particularities of Black identity development in Britain and how it is influenced by media content. Whilst the narratives of interview participants are emphasised in this thesis, it expands upon research that embraces a self-reflexive quality, by including reflections on the author’s own experiences as a Black and mixed-race woman.

Reproduction de : Thèse de doctorat : Sciences de l'information et de la communication : Lyon 2 : 2003. / Titre provenant de l'écran-titre. Bibliogr. Webogr.

El presente trabajo ha servido para definir la estrategia de comunicación online de la marca para bebés Ninet de Química Suiza, con el objetivo de incrementar el valor de la marca en las mentes de las amas de casa peruanas. En el primer capítulo se analiza los factores del macro entorno desde el plano económico, político, demográfico, perfil del ama de casa, y el perfil del internauta en el Perú, y los factores del micro entorno con los resultados obtenidos por Ninet en las categorías donde participa. Además se identifican las oportunidades, amenazas, fortalezas y debilidades de la marca Ninet y de Química Suiza. En el segundo capítulo se definen los objetivos y estrategias de marketing considerando tiempos de 3 años (largo plazo) y 1 año (corto plazo). En este capítulo se define también la estrategia digital de la marca. En el tercer capítulo se realiza un sondeo de mercado en base a encuestas y entrevistas realizadas a mamás para determinar la imagen de las principales marcas de bebés en el mercado peruano. En el cuarto capítulo se realiza un mapeo de la marca Ninet, se identifican los insights de las mamás con productos para bebés, y se definen los segmentos primarios y secundarios objetivos, así como el posicionamiento buscado. En el quinto capítulo se desarrolla la estrategia de marketing en internet, desarrollando el concepto de la nueva página web de Ninet y las redes sociales a utilizar para fomentar más la participación entre usuarios y la marca. Finalmente se presentan las conclusiones del trabajo realizado para mejorar la imagen de marca de Ninet en el mercado peruano. Esperamos que este trabajo sea de utilidad para guiar a otras marcas en el desarrollo de estrategias de comunicación online.

Debido a las ventajas que ofrece Internet, este medio pasó de ser una herramienta de comunicación, a ser también, otra forma de comercialización y de conocimiento. La comunicación masiva conocida como técnica publicitaria ATL toma su lugar en los medios digitales con plataformas como banners animados en periódicos en línea, al tener estos una gran audiencia diaria. Incluso, si bien antes se decía que las redes sociales formaban parte de técnicas de comunicación no masivas (BTL), ahora se puede decir que una de ellas, Facebook, pasaría a formar parte de una comunicación masiva al crecer este medio enormemente en los últimos años y pasar a ser uno de los más utilizados por las masas. Esta comunicación digital encaja perfectamente con el nuevo consumidor, siendo este más exigente y que cuenta con menos tiempo, las plataformas digitales son variables, novedosas y capaces de adaptarse a distintas necesidades cubriendo la exigencia que pide este consumidor y a su vez aparecen en la mayor parte del tiempo que disponen sabiendo que el 93% de personas en el mundo usan internet y más de la mitad lo usa diariamente.

Thesis (Ph. D.)--Ohio State University, 2006. / Title from first page of PDF file. Includes bibliographical references (p. 62-69).

Made available in DSpace on 2009-11-18T19:01:06Z (GMT). No. of bitstreams: 1 Claudio-Santiago-Baptista.pdf: 1683257 bytes, checksum: c0511ef186c4eba783a659810cc81f60 (MD5) Previous issue date: 2005 / The electronic commerce has become a channel of advertising, commercialization and distribution of products and services, continuously increasing it¿s importance in terms of both physical and financial volumes, but still exist many gaps in the knowledge about the choice process of sales channels in the electronic commerce. The objective of this work is to raise and quantify the relevant factors in the choice of these channels in Brazil. The identification of the relevant factors was made through depth interviews with consumers, users of electronic commerce, as well as through the existing theoretical referential on the subject. The quantification of these factors was carried out with book purchasers by electronic commerce, through quantitative research, using the methodology of conjoint analysis, where the price was the most important factor, followed by delivery time, positive experience on previous purchase, usability of the site, positive recommendation of friends and the site brand. These results indicate as important attributes: price, confidence, usability and brand. / O comércio eletrônico tem se tornado um canal de divulgação, comercialização e distribuição de produtos e serviços cada vez mais importante em termos de volumes físicos e financeiros, mas ainda existem muitas lacunas no conhecimento sobre o processo de escolha dos canais de venda no comércio eletrônico. O objetivo deste trabalho é levantar e quantificar os fatores relevantes na escolha destes canais no Brasil. O levantamento dos mesmos foi realizado através de entrevistas em profundidade com compradores, usuários do comércio eletrônico, bem como através do referencial teórico existente sobre o assunto. A quantificação destes fatores foi realizada através de pesquisa quantitativa com compradores de livros via lojas de varejo eletrônico, usando a metodologia de análise conjunta, onde o preço foi o fator mais importante, seguido de prazo de entrega, experiência positiva de compra anterior, usabilidade do site, indicação positiva de amigos e o site. Estes resultados indicam como atributos importantes: preço, confiança, usabilidade do site e marca.

Submitted by patrícia raquel vasques milhinhos (patriciamilhinhos1@gmail.com) on 2016-03-15T23:56:19Z No. of bitstreams: 1 THESIS Patricia Milhinhos.pdf: 4335457 bytes, checksum: 56789152ad4141178f6a45b266cddf3e (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2016-03-18T13:23:02Z (GMT) No. of bitstreams: 1 THESIS Patricia Milhinhos.pdf: 4335457 bytes, checksum: 56789152ad4141178f6a45b266cddf3e (MD5) / Approved for entry into archive by Maria Almeida (maria.socorro@fgv.br) on 2016-03-28T13:02:10Z (GMT) No. of bitstreams: 1 THESIS Patricia Milhinhos.pdf: 4335457 bytes, checksum: 56789152ad4141178f6a45b266cddf3e (MD5) / Made available in DSpace on 2016-03-28T13:02:23Z (GMT). No. of bitstreams: 1 THESIS Patricia Milhinhos.pdf: 4335457 bytes, checksum: 56789152ad4141178f6a45b266cddf3e (MD5) Previous issue date: 2015-12 / This thesis was written as part of a Double-Degree Masters program in Management, with focus in Marketing. Aligned with the nature of the degree, this study aims to be a useful tool for managers and marketers, which conduct business online. This thesis is a study of Content Marketing in the content of online commercial product pages. Its aim is to understand how to use content marketing to drive conversion, by understanding consumer attitudes and purchase intention towards content. A in-depth study of existing theories and exploratory primary research was developed in other to attain these objectives. Business-to-consumer electronic commerce (B2C e-commerce) has provided consumers and online retailers with a more effective medium to perform online transactions through commercial websites. Although consumers have realized that the benefits of online shopping; such as time saving, minimizing effort, convenience, broader selection, and wider access to information, they are still greatly unwilling to shop online. Consumers shop essentially for two motives, to meet experiential (fun) or goal-oriented (efficiency) needs (Wolfinbarger & Gilly, 2001). The information provided by content marketing seeks to focus on consumers need for information and entertainment, instead of focusing on the brand. Thus, it is expected that the type of content format will have different effects on the attitudes and purchase intention on the online shopper, depending on the online shopping purpose. Concretely, a goal-oriented shopper should find user generated content (UGC) to be more valuable content formats, since they decrease the amount of search effort. While on the other hand, videos & tutorials (VT) might be perceived as more valuable for a consumer looking to spend time and being entertained through online shopping. The exploratory research was characterized by a survey experiment with online consumers. Participants were exposed to stimuli of content marketing tested according to their attitudes and purchase intention. The focus was to understand the impact of two different content marketing tactics—User-generated content and Videos & Tutorials—on attitudes and purchase intentions and how they interact with content complexity. The results indicate that content marketing in commercial product pages is relevant in driving consumer attitudes and purchase intentions. Consumers are not motivated by a specific content marketing tactic, unless that content has a certain level of complexity. In that case, Ur-Generated Content becomes a relevant tactic in product pages, however VT is not.

Made available in DSpace on 2010-04-20T20:20:46Z (GMT). No. of bitstreams: 0 Previous issue date: 2001-04-09T00:00:00Z / Analisa as opções estratégicas para as empresas de comércio eletrônico que vendem produtos e serviços a consumidores finais. Formula um modelo de desenho estratégico baseado em 4 pontos: atenção, confiança, personalização e fidelidade. Aplica o modelo proposto na análise do sucesso do modelo de negócios da empresa Amazon.com.