Digital neuromarketing and advertising in shopping center consumers in a region of Peru in times of Covid-19

Abstract

Neuromarketing, which is a revolution, tends to be more effective than other marketing strategies. The objective of the study was to determine the relationship between the effectiveness of digital neuromarketing and the effectiveness of BTL advertising according to consumers of shopping centers in the Junín region of Peru, in times of COVID-19, the research was of a basic type, correlational level and descriptive correlational design, had as a sample 1242 consumers, to whom it was applied, the digital neuromarketing and BTL advertising questionnaires, designed for the study; The instruments presented coefficients of very high validity, 0.83 and 0.85 by geometric mean and very high reliability, 0.91 and 0.92 by Cronbach's alpha. As a result, an inverse correlation (Kendall's Tau b = -0.82) and significant (p = 0.045) was found between both variables. It was concluded that there is an inverse correlation between the effectiveness of digital neuromarketing and BTL advertising according to the sample in times of COVID-19, which denotes that the greater the effectiveness of the neuromarketing, the lower the effectiveness of the BTL advertising.