The influence of cognitive biases on Instagram El caso de Freshly Cosmetics
Main Article Content
Abstract
The research revolves around a contextualisation of social media marketing, specifically the study of advertising on Instagram. From the definition of consumer behaviour through its characteristics and an analysis of how advertising is constructed in digital environments such as social networks, through the use of cognitive biases that are best suited to the objective of the campaign. This is followed by an analysis of the advertising strategies of the Freshly Cosmetics brand, specifically, how cognitive biases are applied in its advertising with the ultimate aim of using it on and for Instagram, a definition of the profile of the potential consumer for this type of advertising communications of Freshly Cosmetics is made to finally end with an analysis of the influence and effect of the specific biases contained in the advertising communications of Freshly Cosmetics on the potential user of Instagram, by conducting a survey on a sample of 100 people to focus the search for information based on the variables and objectives set out and obtain the necessary data to subsequently draw conclusions about them.
Downloads
Article Details
Issue
Section
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 Unported License.
Miguel Hernández Communication Journal is an open access magazine. To publish on MHCJ, the authors accept the following terms:
- The authors will retain their copyright and guarantee the journal the right to first publish their work, which will be simultaneously subject to the Creative Commons Atribución/Reconocimiento-CompartirIgual 4.0 Internacional, which allows third parties share the work as long as its author and his first publication in this magazine are indicated.
- Authors may adopt other non-exclusive license agreements for the distribution of the version of the published work (eg, deposit it in an institutional telematic archive or publish it in a monographic volume) provided that the initial publication in this journal is indicated .
- Authors are allowed and recommended to disseminate their work through the Internet (e.g., in institutional telematic archives or on their website) before and during the submission process, which can produce interesting exchanges and increase citations. of the published work. (See The effect of open access).
- The document RESIGNATION OF PERCEPTION OF BENEFITS OF COPYRIGHT is intended for the print publication of MHCJ by the UNIVERSITAS publishing house. Both authors and publishers renounce the collection of economic benefits, if any, when the aforementioned publisher takes over the entire cost of printing, distribution and dissemination.
How to Cite
References
Alexander, L. (2021). The Who, What, Why, & How of Digital marketing. https://blog.hubspot.com/ marketing/what-is-digital-marketing.
Andrus, A. (2020). What is Digital marketing and How Do I Get Started? https://disruptiveadvertising.com/marketing/digital-marketing/
Antonelli, W. (2020). A beginner's guide to Instagram, the wildly popular photo-sharing app with over a billion users. https://www.businessinsider.com/what-is-instagram-how-to-use-guide
Avedaño, T. (2013). Instagram: Una herramienta con poderes psicológicos. Recuperado de smoda.elpais.com: https://smoda.elpais.com/moda/instagram-una-herramienta-con-poderes-psicologicos/
Blanco, R. (2018). Cómo vender al cerebro. Neuromarketing aplicado. Madrid: Bubok editorial.
Brakus, J., Schmitt, B., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73, 52-68.
Cabrera de Llanos, M. (2019). Instagram: la nueva era del consumo. Análisis de la evolución de la red social. Universidad de Sevilla.
Castelló, A., Del Pino, C., & Ramos, I. (2014). Twitter como canal de comunicación corporativa y publicitaria. Comunicación y Sociedad, 21-54.
Clarke, A. (2018). 10 cognitive biases that make your marketing more effective. https://www.mycustomer.com/marketing/strategy/10-cognitive-biases-that-make-your-marketing-more-effective
Constantinides, E. (2014). Foundations of Social Media Marketing. Procedia - Social and Behavioral Sciences, 40-57.
Cyberclick. (2018). Publicidad en Redes Sociales: qué es, ventajas y cómo empezar una campaña. https://www.cyberclick.es/publicidad/publicidad-en-redes-sociales
Cyberclick. (2019). Publicidad en Instagram o Instagram Ads: definición, ventajas y cómo puede ayudar a tu empresa. https://www.cyberclick.es/publicidad/publicidad-instagram
Digital Guide. (2020). Vender en Instagram. https://www.ionos.es/digitalguide/online- marketing/redes-sociales/como-vender-en-instagram/
Dollarhide, M. (2021). Social Media. https://www.investopedia.com/terms/s/social-media.asp
Dooley, R. (2015). Brainfluence. New Jersey: Empresa Activa.
Dorca, M. (2021). Cosmética Natural y marketing Digital, una combinación infalible. https://marketingfarmaceutico.bsm.upf.edu/cosmetica-natural-y- marketing-digital/
Freshly Cosmetics. (2021). ¡En Freshly revolucionamos el sector de la cosmética, the future of cosmetics is here! https://www.freshlycosmetics.com/es/blog/revolucionar-sector-cosmetica
Freshly Cosmetics. (2021). ¿Cómo surgió Freshly? https://www.freshlycosmetics.com/es/blog/como-surgio-freshly
García Estévez, N. (2013). Instagram: la nueva era del consumo. Análisis de la evolución de la red social. Universidad de Sevilla.
Grubor, A., & Jaksa, O. (2018). Internet marketing as a Business Necessity. Interdisciplinary Description of Complex Systems, 265-274.
Hogan, S. (2021). 10 Effective FOMO marketing Techniques to Increase Online Results. https://www.crazyegg.com/blog/fomo- marketing/
Instagram. (2020). Doing More to Support Creators on Instagram. https://about.instagram.com/blog/announcements/supporting-creators-on-instagram/
Instagram. (2021). #love. https://www.instagram.com/explore/tags/love/?hl=es
Instagram. (2021). @rocioccamacho. https://www.instagram.com/rocioccamacho/?hl=es
Instagram. (2021). freshlycosmetics_es. https://www.instagram.com/freshlycosmetics_es/?hl=es
Manola, S. (2019). Anchoring Bias and Its Effects on Decision-Making. https://www.abtasty.com/blog/anchoring-bias-decision-making/
Manola, S. (2019). Halo Effect: What it is, Why it Works and How to Use it. https://www.abtasty.com/blog/halo-effect-how-to-use/
Manola, S. (2019). What is ‘Bias’ And How to Apply it to Web Optimization. https://www.abtasty.com/blog/what-is-bias-definition/
Moreno, M. (2015). Cómo triunfar en las redes sociales. Editorial Planeta. Barcelona.
Nichols, R. (2018). How the Unconscious Motivates Online Conversions. https://www.abtasty.com/blog/unconscious-motivates-conversions/
Ruhl, C. (2021). What Is Cognitive Bias? https://www.simplypsychology.org/cognitive-bias.html
Sánchez Menéndez, J. (2019). Digital Brand Experience: El camino hacia la relevancia. https://www.elpublicista.es/articulos/digital-brand-experience-camino-hacia-relevancia
Sánchez, S. (2021). 25 sesgos cognitivos TOP + 8 Estrategias para aplicarlos. https://salimasanchez.com/aplicar-sesgos-cognitivos-estrategia- marketing/
Schmidt, C. (2020). 1000s of brands fail to engage their customers – see how powerful brand experience prevents this. https://www.canto.com/blog/brand-experience/
Schneider, J. (2018). Cognitive Biases Definition Plus 6 Powerful marketing Examples. abtasty.com/blog/powerful-cognitive-biases/
Sotomayor, A. (2021). 7 sesgos cognitivos que utilizamos en marketing. https://soy.marketing/7-sesgos-cognitivos-que-utilizamos-en- marketing/
Tran, T., & Adame, A. (2019). Cómo incrementar tu social media engagement: una guía para mercadólogos. https://blog.hootsuite.com/es/social-media-engagement/