3. Cuadernos Latinoamericanos de Administración - Cosecha
A look at sensory marketing on social media: Exploring the influence of sensory marketing on user experience in social media
Solo ficha. El repositorio marca este trabajo como «None»: el PDF no es público, así que aquí no hay texto para leer. Ver la ficha en el repositorio.
Resumen
The purpose of this article is to study the role of sensory marketing in social networks as an influence on consumer decision-making; the objective is to make an exploratory look at the impact of promotional strategies that involve the five senses in digital environments. The research methodology was through triangulation, achieving results through quantitative surveys and qualitative tools that facilitated the reception of information between receivers (digital consumers) and senders (content developers) within online platforms. The findings reveal the importance of the visual and auditory senses and the poor focus content developers have had on the senses of touch, smell, and taste. As conclusions, it was identified that the digital consumer has the power and control to observe, listen and feel, through digital channels, so the message is not mandatory, nor demanding, it is sensory, establishing new opportunities, to implement strategies and tactics that integrate all the senses and improve the experience between the consumer and the brands.