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Intrusividad percibida en publicidad en redes sociales: un estudio bibliométrico y narrativo

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dc.contributor.advisorRobayo Pinzón, Óscar Javier
dc.creatorCallejas Serrato, Maria Paula
dc.creatorHerrera Arevalo, Ana María
dc.creatorRubio Morales, Verónica
dc.creator.degreeProfesional en Marketing y Negocios Digitales
dc.date.accessioned2025-01-29T15:50:19Z
dc.date.available2025-01-29T15:50:19Z
dc.date.created2024-11-15
dc.descriptionEn este artículo se abordarán temáticas referentes a la saturación de la publicidad en redes sociales, provocando así un efecto directo entre los usuarios de las plataformas, frente a un aumento en la percepción de intrusividad. Por consiguiente, el estudio presenta cómo la intrusividad en la publicidad afecta la experiencia y percepción del usuario frente a las marcas, creando un efecto negativo en la actitud de compra. En consecuencia, el objetivo de la investigación será analizar la relación directa entre la intrusividad publicitaria y el efecto que esta presenta en el consumidor, mientras que se realizará una identificación de vacíos en la literatura estudiada, con el fin de poder plantear futuras investigaciones referentes a la temática. Se utilizo una metodología de revisión de literatura, integrando el análisis bibliométrico y revisión narrativa. Después de un meticuloso proceso de depuración, se identificaron 24 artículos para el análisis, publicados en los últimos diez años en la base de datos Scopus. Los hallazgos indican que la intrusividad que los usuarios perciben afecta de manera negativa su percepción y experiencia de las marcas, relacionándolas con sentimientos adversos, dando como resultado que las campañas utilizadas por estos medios sean menos efectivas. En por esto que se recomienda que los enfoques que las marcas deseen adjudicarse sean más personalizados y menos intrusivos hacia los usuarios. Asimismo, se identificaron nuevas oportunidades de investigación frente a temas referidos a la intrusividad mediante el uso nuevas tecnologías y su abordaje por los diferentes segmentos generacionales.
dc.description.abstractThis article will address issues related to the saturation of advertising on social networks, thus causing a direct effect among users of the platforms, in the face of an increase in the perception of intrusiveness. Therefore, the study presents how intrusiveness in advertising affects the user's experience and perception of brands, creating a negative effect on purchasing attitude. Consequently, the objective of the research will be to analyze the direct relationship between advertising intrusiveness and the effect it has on the consumer, while identifying gaps in the literature studied, to propose future research related to the topic. A literature review methodology was used, integrating bibliometric analysis and narrative review. After a meticulous screening process, 24 articles were identified for analysis, published in the last ten years in the Scopus database. The findings indicate that the intrusiveness that users perceive negatively affects their perception and experience of brands, linking them with adverse feelings, resulting in campaigns used by these media being less effective. For this reason, it is recommended that the approaches that brands wish to take should be more personalized and less intrusive towards users. Likewise, new research opportunities were identified regarding issues related to intrusiveness using new technologies and their approach by different generational segments.
dc.format.extent46 pp
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.48713/10336_44886
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/44886
dc.language.isospa
dc.publisherUniversidad del Rosario
dc.publisher.departmentEscuela de Administración
dc.publisher.programPregrado en Marketing y Negocios Digitales
dc.publisher.programAdministración de Negocios Internacionales
dc.publisher.programAdministración en logística y Producción
dc.rightsAttribution-NoDerivatives 4.0 International*
dc.rights.accesRightsinfo:eu-repo/semantics/openAccess
dc.rights.accesoAbierto (Texto Completo)
dc.rights.urihttp://creativecommons.org/licenses/by-nd/4.0/*
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dc.source.instnameinstname:Universidad del Rosario
dc.source.reponamereponame:Repositorio Institucional EdocUR
dc.subjectIntrusividad
dc.subjectRedes sociales
dc.subjectComportamiento del consumidor
dc.subjectPublicidad digital
dc.subjectAnalisis narrativo
dc.subject.keywordIntrusiveness
dc.subject.keywordSocial media
dc.subject.keywordConsumer behavior
dc.subject.keywordDigital advertising
dc.subject.keywordNarrative analysis
dc.titleIntrusividad percibida en publicidad en redes sociales: un estudio bibliométrico y narrativo
dc.title.TranslatedTitlePerceived Intrusiveness in Social Media Advertising: A Bibliometric and Narrative Study
dc.typebachelorThesis
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaArtículo
local.department.reportEscuela de Administración
local.regionesBogotá
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Pregrado en Marketing y Negocios Digitales