Incidencia del neuromarketing en el desarrollo de estrategias publicitarias digitales del Centro de Rehabilitación Integral de Alta Complejidad CENREFK Riobamba

Abstract

This research aimed to link the incidence of neuromarketing in developing digital advertising strategies of the Center for Comprehensive Rehabilitation of High Complexity CENREFK in Riobamba city. This research followed the persuasive neuromarketing model (attention, sensation, emotion, and memory). The methodology was mixed (qualitative and quantitative), correlational, non-experimental, cross-sectional, informative, and field documentary, the methods used were: deductive, inductive, synthetic and systemic analytical, through the following techniques: a survey aimed at 133 clients of the company, an interview with the manager for the analysis of the current advertising situation of the organization, biometric research through Eye Tracking to determine the areas of interest of four advertising photographs together with the respective fixation times (time of the first fixation, duration of the first fixation and total duration of the fixations), using another survey to corroborate the information obtained by the biometric team from a sample of 10 individuals. The results of the survey determined four key indicators (i) attention: interest in knowing the professionals in charge of carrying out the treatments, (ii) feeling: liking the tips for health care, (iii) emotion: confidence in the brand and (iv) memory: recollection of the benefits of the services offered, with Eye Tracking the importance of managing minimalist advertising that involves the interaction of individuals together with the satisfaction of the clients due to the participation of the Mirror neurons in advertising content. It is concluded that neuromarketing affects the development of digital advertising strategies, establishing a proposal that allows the strengthening of the brand image and the motivation towards the purchase, serving as a basis for future research related to the subject.