Los nudges, elemento clave en la publicidad digital
DOI:
https://doi.org/10.31637/epsir-2024-1080Palabras clave:
economia conductual, atención, sesgos, heurísticas, marketing nudges, nudges digitales, dark nudges, publicidad digitalResumen
Introducción: Los medios digitales han modificado el panorama de la comunicación comercial. Sin embargo, en los ultimos años, la publicidad digital da muestras de cansancio. La presente investigación tiene como objetivo documentar la importancia de la utilización de la economía conductual en el ámbito del marketing e identificar los nudges digitales claves para mejorar la publicidad digital. Metodología: A través de un análisis del estado del arte, se recoge e interpreta el conocimiento previo relativo a la aplicación de la teoría de nudges al marketing y a la publicidad digital. Resultados: A pesar de que la teoría de nudges ha demostrado su eficacia en diversos campos, influyendo positivamente en mejorar comportamientos de la ciudadanía, su utilización en el ámbito publicitario digital no está sistematizado. Discusión: Este trabajo ha puesto de manifiesto la falta de referencias académicas en la aplicación de los nudges al mundo publicitario y en especial a la comunicación digital. Conclusiones: El desarrollo de un modelo que permita relacionar los sesgos y heurísticas que influyen en la toma de decisiones con nudges digitales específicos podría mejorar la eficacia de las campañas publicitarias digitales.
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