El Jingle Publicitario como Recurso Narrativo en Contenidos Digitales y su Influencia en la Respuesta Emocional y la Recordación de Marca en la Audiencia

Andrés Gabriel Moreta Simbaña; Cynthia Shakira Enríquez Fierro

doi:10.70171/fekfpw22

Authors

Andrés Gabriel Moreta-Simbaña Universidad Internacional del Ecuador Author https://orcid.org/0009-0008-5620-3911
Cynthia Shakira Enríquez-Fierro Universidad Internacional del Ecuador Author https://orcid.org/0009-0002-5389-9892

DOI:

https://doi.org/10.70171/fekfpw22

Keywords:

digital content, advertising jingle, advertising narrative, brand recall, emotional response

Abstract

Justification: Although the advertising jingle continues to have a relevant presence in digital environments, scientific evidence remains insufficient to explain its narrative function and its combined influence on the audience's emotional responses and brand recall processes. Objective: To analyze the advertising jingle as a narrative resource in digital content and examine its influence on the emotional response and brand recall of the audience. Methodology: A mixed-methods approach was used for this study. The quantitative phase was based on a survey, while the qualitative phase consisted of semi-structured interviews specifically conducted with three professionals in communication, marketing, and digital content production. Results: The results indicate that the advertising jingle remains relevant in digital environments such as TikTok, YouTube, and Instagram. It was also found that it aids in message comprehension, promotes ad continuity, generates a moderate emotional reaction, and contributes to brand recall. Conclusion: Its effectiveness depends on factors such as narrative coherence, content type, target audience, and the applied strategy. Therefore, it does not act in isolation but rather works in conjunction with the other components of the advertisement.

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