Estudio cienciométrico de la publicidad emocional en Colombia y en el mundo

Abstract

Research in emotional advertising has allowed different applied areas of consumer knowledge, including marketing, advertising, and psychology, to generate frameworks of understanding and interpretation around advertising consumption and its persuasive effects. in the choice and purchase of consumers. To this extent, the objective of the study was aimed at identifying the investigative production in emotional advertising in Colombia and in the world based on a scientometric-type analysis. For this purpose, the subject was searched through the tools Scopus, Scimago, The Reference, Google Scholar and JCR. As can be seen, production in the world has been growing significantly, in terms of emotional advertising, mainly in scientific articles, however, in Latin America, countries such as Brazil maintain a growing leadership, as well as in Colombia. there is an increase in the production and impact of this, so it becomes an important opportunity to continue exploring, to build knowledge.