Aporte del storytelling para la creación del marketing emocional en empresa de agua purificada de bahía de Caráquez, Ecuador 2019

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Abstract

Actualmente las marcas se han percatado que creando un vínculo emocional en sus grupos meta apertura ventajas por sobre la competencia, y han encontrado en el viejo arte de contar historias el aliado perfecto para ese propósito. El storytelling es una potente estrategia que permite crear ese vínculo emocional entre productor y consumidor. El objetivo de esta investigación es analizar el aporte del storytelling para generar estrategias de marketing emocional en empresas de agua purificada de la ciudad de Bahía de Caráquez. La metodología implementada fue la observación y aplicación de encuestas, a clientelas de dicho producto. Los resultados fueron que los consumidores por preferencia de marca están en un 26,7 por ciento. Sin embargo, un 21,7 por ciento tienen poco conocimiento de las publicidades de las empresas objeto de estudio. Queda planteado que las empresas dedicadas a esta actividad comercial carecen de estrategias de marketing emocional en base a la creación de historias que amplíen su campo de servicio, atracción y fidelización de consumidores

Translated abstract

Currently, brands have realized that creating an emotional bond in their target groups opening advantages over competition and have found in the old art of storytelling the perfect ally for that purpose. Storytelling is a powerful strategy that allows you to create that emotional link between producer and consumer. The objective of this research is to analyze the contribution of storytelling to generate emotional marketing strategies in purified water companies in the city of Bahía de Caráquez. The methodology implemented was the observation and application of surveys to customers of said product. The results were that consumers by brand preference are at 26.7 percent. However, 21.7 percent have little knowledge of the advertising of the companies under study. It is proposed that companies engaged in this commercial activity lack emotional marketing strategies based on the creation of stories that expand their field of service, attraction and customer loyalty

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Most cited references 18

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The Managed Heart : Commercialization of Human Feeling

Arlie Russell Hochschild (2012)

In private life, we try to induce or suppress love, envy, and anger through deep acting or "emotion work," just as we manage our outer expressions of feeling through surface acting. In trying to bridge a gap between what we feel and what we "ought" to feel, we take guidance from "feeling rules" about what is owing to others in a given situation. Based on our private mutual understandings of feeling rules, we make a "gift exchange" of acts of emotion management. We bow to each other not simply from the waist, but from the heart. But what occurs when emotion work, feeling rules, and the gift of exchange are introduced into the public world of work? In search of the answer, Arlie Russell Hochschild closely examines two groups of public-contact workers: flight attendants and bill collectors. The flight attendant’s job is to deliver a service and create further demand for it, to enhance the status of the customer and be "nicer than natural." The bill collector’s job is to collect on the service, and if necessary, to deflate the status of the customer by being "nastier than natural." Between these extremes, roughly one-third of American men and one-half of American women hold jobs that call for substantial emotional labor. In many of these jobs, they are trained to accept feeling rules and techniques of emotion management that serve the company’s commercial purpose. Just as we have seldom recognized or understood emotional labor, we have not appreciated its cost to those who do it for a living. Like a physical laborer who becomes estranged from what he or she makes, an emotional laborer, such as a flight attendant, can become estranged not only from her own expressions of feeling (her smile is not "her" smile), but also from what she actually feels (her managed friendliness). This estrangement, though a valuable defense against stress, is also an important occupational hazard, because it is through our feelings that we are connected with those around us. On the basis of this book, Hochschild was featured in Key Sociological Thinkers, edited by Rob Stones. This book was also the winner of the Charles Cooley Award in 1983, awarded by the American Sociological Association and received an honorable mention for the C. Wright Mills Award.