Use and impact of phonotypes in Meta's digital marketing in Mexico
Abstract
The study examines the role of sound in digital marketing, analyzing how it impacts Internet users' purchasing decisions. The aim is to identify sound conditions affecting Mexican consumers and the common denominator behind advertising objectives. A focus group and series of audits are conducted with Meta users (Mexico's most popular social networks), contrasting these with experts' interviews. The study recognizes music's influence on thinking and behavior in advertising and purchasing, and identifies characteristics of "moving" sounds that motivate consumers to buy.
Format
Crossmark
License
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