Resumen

SAMUDIO-BARRIOS, Silverio. Study on the effectiveness of advertising in terms of brand recall from intrusive ads on the YouTube social network. Rev. Int. Investig. Cienc. Soc. [online]. 2023, vol.19, n.2, pp.289-298. ISSN 2226-4000.  https://doi.org/10.18004/riics.2023.diciembre.289.

The purpose of this study is to determine the effectiveness of advertising in terms of brand recall through the use of intrusive advertising on the YouTube social network. The research is exploratory and descriptive and is situated within the interpretive paradigm. The students of marketing and advertising of the first semester of 2023 were selected under the figure of a non-probabilistic sampling for convenience. Of the sample analyzed, 48 students belonging to the same university participated. The results show that most advertising messages go unnoticed in the eyes of the online public, and instead of generating attention, interest or remembrance, what they produce in the audience is annoyance and negative experience. In this situation, it is suggested the marketing of attraction or content so that the online audience can participate in the brands' activities instead of interrupting them, offering them an added value and a much more personalized message.

Palabras clave : Marketing; Advertising; Intrusive advertising; Brand recall.

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