Influencia de los memes y videomemes en la intención de compra de productos de limpieza de los centennials de Guayaquil

Abstract

The research stems from the new opportunities to communicate with the current public and analyzes the impact of memes and video memes on the purchase intention of cleaning products by Centennials in Guayaquil. It is relevant to investigate this industry, since the use of memes for commercial purposes is relatively new, especially in the market of this city. The work focused on how the Centennials generation avoids traditional advertising and reacts to genuine and creative content, which made these advertising tools attractive and worthy of attention. This generation seeks to integrate advertising and discourage the overuse of promotions, the study aims to discover if these new strategies can help humanize the brand and increase purchase intent. The scope of the research is descriptive, and its approach is mixed. Surveys were conducted with a questionnaire with questions directed to Centennials customers with the objective of examining and evaluating how the consumer perceives the use of memes and their impact on the purchase intention of cleaning products, also interviews were conducted with professionals in marketing and business administration, the information obtained affirms that the influence of memes is an effective strategy to connect with the audience, increase participation and improve brand perception. The results determined Centennials' favorite cleaning products, as well as the preference between the effectiveness of memes and other types of advertising and how memes influence final purchase intent. Current trends in meme marketing require adaptability and knowledge of digital culture, while key metrics include social media interactions and sentiment analysis. In Guayaquil, the cultural relevance of memes is key to capturing the attention of Centennial customers, allowing cleaning product brands to differentiate themselves in a highly competitive market. The data obtained provides practical recommendations on how companies could improve their advertising methods using memes and video memes to engage in a meaningful way with Centennials, as they maintain an appealing image to the public and have a greater reach on social networks.