Use and impact of phonotypes in Meta's digital marketing in Mexico
Bibliographic Data
| ID | 23310504 |
|---|---|
| Authors | Ivanov Amezcua Pérez (0009-0009-9839-5947, Universidad Panamericana), Inmaculada Berlanga (0000-0002-0135-624X, Universidad de La Rioja) |
| Year | 2026 |
| Volume | 31 |
| Issue | 1 |
| Pages | 139-149 |
| Publication date | 2026-07-14 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Historia y Comunicación Social (JOURNAL) |
| Journal identifiers | ISSN: 1137-0734 • E-ISSN: 1698-3246 |
| Publisher | Universidad Complutense de Madrid (UCM) (PUBLISHER) |
| DOI | 10.5209/hics.105667 |
| OpenAlex | W7169869683 |
| Language | ES |
The study examines the role of sound in digital marketing, analyzing how it impacts Internet users' purchasing decisions. The aim is to identify sound conditions affecting Mexican consumers and the common denominator behind advertising objectives. A focus group and series of audits are conducted with Meta users (Mexico's most popular social networks), contrasting these with experts' interviews. The study recognizes music's influence on thinking and behavior in advertising and purchasing, and identifies characteristics of "moving" sounds that motivate consumers to buy.
Audit · Digital marketing · Online advertising · Purchasing · Sound (geography) · The Internet · Advertising and Communication Studies · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies
| Highly cited | No |
|---|