Análisis comparativo del impacto de los anuncios inmersivos y no inmersivos en la simpatía de marca
DOI:
https://doi.org/10.36097/rsan.v1i67.3791Palabras clave:
Marketing inmersivo, Marketing no inmersivo, Realidad aumentada, Percepción del consumidor, Análisis de regresiónResumen
Este estudio tiene como objetivo comparar los efectos de los anuncios inmersivos y no inmersivos sobre la simpatía hacia la marca y determinar si los anuncios inmersivos ejercen una influencia más fuerte sobre la simpatía hacia la marca que los anuncios no inmersivos. Se empleó un diseño cuantitativo y transversal, utilizando una muestra por conveniencia de 101 participantes de Lahore, Pakistán. Los participantes fueron expuestos a dos anuncios de Coca-Cola que representaban formatos inmersivos y no inmersivos, y completaron un cuestionario con una escala Likert de cinco puntos. La consistencia interna y la adecuación muestral se evaluaron mediante el alfa de Cronbach, la medida Kaiser–Meyer–Olkin y la prueba de esfericidad de Bartlett. Se realizó un análisis de componentes principales con rotación Varimax para examinar la estructura de los ítems de medición, seguido de análisis de correlación y regresión lineal múltiple. Tanto la publicidad inmersiva como la no inmersiva se asociaron positivamente con la simpatía hacia la marca. La publicidad inmersiva mostró una contribución estandarizada más fuerte dentro del modelo de regresión, mientras que la publicidad no inmersiva también se mantuvo como un predictor significativo. Los hallazgos respaldan la relevancia de ambos formatos publicitarios para la simpatía hacia la marca, aunque la publicidad inmersiva mostró una mayor contribución relativa en el modelo. Sin embargo, la publicidad no inmersiva continúa conservando valor estratégico. Futuras investigaciones deberían examinar estas relaciones utilizando muestras más amplias y diversas, así como estímulos publicitarios más controlados.
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Derechos de autor 2026 Syed Ali Abbas
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.
