Supermarkets, social media and covid-19: neuromarketing and humanisation of the message

Main Article Content

Patricia Ardanza-Ruiz

Abstract

Supermarkets use a variety of marketing techniques to attract potential customers to their shops and encourage them to buy their products. One of the newest techniques in this field has been neuromarketing, a science that studies the effects of advertising and other communication actions on the human brain with the intention of being able to predict consumer behaviour. This document focuses on the study of the neuromarketing techniques used by supermarkets in our country in their social networks during the confinement due to the COVID-19 pandemic, so that it can be determined that these techniques vary in comparison with normal situations, for which Carrefour and Hipercor have been used as examples. A qualitative research study was carried out to compare the communication on social networks (Instagram, Facebook and Twitter) carried out by these supermarkets at national level before and during the COVID-19 crisis. It was observed that advertising varied from 10-30% customer-focused communication before the crisis to 100% during the crisis. This leads to the conclusion that in times of crisis neuromarketing comes to the fore, humanising companies more to get closer to the customer. It can also be observed that the techniques used vary depending on each supermarket and the stage of the crisis they are going through. 

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How to Cite
Ardanza-Ruiz, Patricia, and José M. Lavín. 2021. “Supermarkets, Social Media and Covid-19: Neuromarketing and Humanisation of the Message”. Vivat Academia. Journal of Communication 154 (May):361-79. https://doi.org/10.15178/va.2021.154.e1356.
Section
Nuevos Retos en Neuromarketing y Comunicación en el Ámbito Acad. y Empresarial
Author Biographies

Patricia Ardanza-Ruiz, Cesine

Graduada en Publicidad, Relaciones Públicas y Marketing por el Centro Universitario Cesine de Santander, adscrito a la London Metropolitan University del Reino Unido. En la actualidad, estudia un Curso Superior de Diseño Gráfico y Visual impartido conjuntamente por Deusto Formación y la Universidad Internacional de Valencia. En su periodo como estudiante consiguió dos premios en festivales publicitarios nacionales: el premio al “mejor uso del lenguaje en spot web” en el Publifestival por con un spot social y el premio al “joven talento en mejor originalidad en spot web” en el Smile Festival. 

José M. Lavín, Cesine

Licenciado en Ciencias Políticas y Sociología por la UNED; Maestro en Cooperación Internacional Unión Europea – América Latina por el Instituto de Investigación Mora (México); Máster Oficial en Ingeniería de la Decisión y Doctor en Investigación para la Comunicación, ambos títulos por la Universidad Rey Juan Carlos  En la actualidad, es director del grado de Publicidad, Relaciones Públicas y Marketing por el Centro Universitario Cesine de Santander. Anteriormente, ha sido docente investigador en la Universidad Técnica de Ambato (Ecuador), Universidad Rey Juan Carlos, e investigador en el Centro de Estudios Europeos de la Universidad Nacional Autónoma de México (México). Tiene diversas publicaciones en las indexaciones ELSEVIER, SCOPUS, IEEE, Latindex, etc. Ha dirigido tres tesis de doctorado en la Universidad Rey Juan Carlos, numerosos trabajos de fin de máster y grado y ha participado y dirigido varios proyectos de investigación.

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