ANÁLISIS DE LA INFLUENCIA DE LOS STICKERS DE WHATSAPP EN LA RECORDACIÓN DE MARCA Y PROCESO DE COMPRA DEL CONSUMIDOR

Abstract

In recent years, the development of technology has become the greatest ally for brands by allowing ways to reach the consumer's mind and make them value these brands increasingly in number, innovation and effectiveness. The invention of social networks has changed the way of communication of brands in such a way that not using them today is totally inconceivable. One of the updates on social networks that has caused a furor in consumers recently is the use of stickers in the instant messaging application: WhatsApp. The objective of this study was to analyze how the use of these stickers as part of a brand's communication strategy can contribute to its remembrance and influence consumer loyalty and the purchasing process. To achieve the objective, a survey was conducted of both men and women between 20 and 30 years old who are WhatsApp users. The main results of this research indicate that stickers can influence brand recall and increase its value, but not directly in the purchase intention of the brand.