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Impacto de las emociones generadas por campañas publicitarias digitales en la decisión de compra de productos de consumo masivo

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dc.contributor.advisorRobayo Pinzón, Óscar Javier
dc.creatorMuñoz Carrillo, Mariana
dc.creator.degreeProfesional en Marketing y Negocios Digitales
dc.date.accessioned2026-01-20T12:03:31Z
dc.date.available2026-01-20T12:03:31Z
dc.date.created2025-11-01
dc.descriptionLa presente investigación versa sobre cómo las emociones como parte del proceso en campañas de publicidad online llegan a influir en la decisión de compra de productos de consumo masivo. Para ello se aplicó un enfoque cualitativo y documental mediante la revisión de un total de cincuenta fuentes académicas, entre artículos científicos, libros y capítulos especializados. En este sentido, el estudio sistematiza teorías y evidencia empírica que confluye entre la publicidad emocional, el neuromarketing y el comportamiento del consumidor, la cual fue organizada en tablas de análisis y figuras comparativas que permiten evidenciar patrones comunes, así como contrastar la evidencia obtenida desde diferentes perspectivas. Los resultados llevan a determinar que las emociones positivas como la alegría, la nostalgia y la sorpresa ejercen un papel principal en los procesos de compra, la lealtad a la marca y el recuerdo de la publicidad online. También se deduce que los canales interactivos, principalmente el social media o el vídeo marketing, conectan las emociones con su correspondiente logro, ya que permiten llegar a ser parte de una actividad interactiva inmediata y multicanal. Las emociones negativas, como la del miedo, sí pueden tener su efecto en situaciones específicas, pero deberían ser aplicadas con precauciones para reducir la aparición de respuestas adversas. En conclusión, la revisión global de la temática muestra cómo las emociones deben ser consideradas un determinante estratégico en la construcción de ventajas competitivas sostenibles de productos de consumo masivo. Las contribuciones de la investigación se ubican en el ámbito académico, al construir un marco teórico que actualiza el de la publicidad emocional, y en el ámbito práctico, al hacer aportaciones para el diseño de campañas de publicidad online más óptimas. Palabras clave: marketing digital, emociones, publicidad, decisión de compra, productos de consumo masivo, publicidad digital.
dc.description.abstractThis research examines how emotions, as part of the process in online advertising campaigns, influence the purchase decision of fast-moving consumer goods. To this end, a qualitative and documentary approach was applied through the review of a total of fifty academic sources, including scientific articles, books, and specialized chapters. In this regard, the study systematizes theories and empirical evidence converging from emotional advertising, neuromarketing, and consumer behavior, which were organized into analytical tables and comparative figures that make it possible to identify common patterns and contrast findings from different perspectives. The results indicate that positive emotions such as joy, nostalgia, and surprise play a central role in purchase processes, brand loyalty, and recall of online advertising. It is also inferred that interactive channels, mainly social media and video marketing, effectively connect emotions with their intended outcomes, as they enable immediate, interactive, and multichannel engagement. Negative emotions, such as fear, may have an effect in specific situations; however, they should be applied with caution in order to reduce the likelihood of adverse responses. In conclusion, the overall review of the topic shows that emotions should be considered a strategic determinant in the construction of sustainable competitive advantages for fast-moving consumer goods. The contributions of this research are positioned both in the academic domain, by developing an updated theoretical framework for emotional advertising, and in the practical domain, by providing insights for the design of more effective online advertising campaigns. Keywords: digital marketing, emotions, advertising, purchase decision, fast-moving consumer goods, digital advertising.
dc.format.extent59 pp
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.48713/10336_47237
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/47237
dc.language.isospa
dc.publisherUniversidad del Rosario
dc.publisher.departmentEscuela de Administración
dc.publisher.programPregrado en Marketing y Negocios Digitales
dc.rightsAttribution-NonCommercial-ShareAlike 4.0 International*
dc.rights.accesRightsinfo:eu-repo/semantics/openAccess
dc.rights.accesoAbierto (Texto Completo)
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/*
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dc.source.instnameinstname:Universidad del Rosario
dc.source.reponamereponame:Repositorio Institucional EdocUR
dc.subjectMarketing digital
dc.subjectEmociones
dc.subjectPublicidad
dc.subjectDecisión de compra
dc.subjectProductos de consumo masivo
dc.subject.keywordDdigital marketing
dc.subject.keywordEemotions
dc.subject.keywordAadvertising
dc.subject.keywordPurchase decision
dc.titleImpacto de las emociones generadas por campañas publicitarias digitales en la decisión de compra de productos de consumo masivo
dc.title.TranslatedTitleThe impact of emotions generated by digital ads in the purchase decision of products of mass consumption
dc.typebachelorThesis
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaTrabajo de grado
local.department.reportEscuela de Administración
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