Recibido: 2017-01-09 / Aceptado: 2017-03-23

La relación entre el visionado y la evaluación del anuncio. Un análisis estructural de la publicidad no pagada en YouTube

Teresa Pintado, Joaquín Sánchez

DOI: 10.7764/cdi.40.1088


Las redes sociales están siendo ampliamente estudiadas en el entorno publicitario. Sin embargo, escasean las investigaciones relevantes que analizan la estructura social digital formada por los anuncios y sus implicaciones. Para analizar este tópico se han seleccionado 387 campañas emitidas en la red social YouTube, junto con los votos y comentarios de 14.612 individuos. Los resultados muestran que anuncios con un número alto de visionados no tienen por qué ser los mejor valorados, y que la estructura de los anuncios sigue un patrón organizado en función de temas específicos. Tal estudio podría ser el punto de partida para trabajos centrados en tipologías concretas de anuncios o usuarios, y de utilidad para comprender mejor el proceso de planificación publicitaria online.

Palabras clave

publicidad online; redes sociales; YouTube; eWom

Como citar Pintado, T., & Sánchez, J. (2017). La relación entre el visionado y la evaluación del anuncio. Un análisis estructural de la publicidad no pagada en YouTube. Cuadernos.Info, (40), 189-202.


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