Advertising upon request: Feasibility of a new communication model between consumers and entrepreneurs in the furniture industry in Lima; [Publicidade sob demanda: Viabilidade de um novo modelo de comunicação entre consumidores e empreendedores do setor de móveis em Lima]

Montalvo-Castro J.; Maibach B.P.; Iturburu B.M. · Austral Comunicacion (2025) · DOI: 10.26422/aucom.2025.1403.mon

Resumen

Many campaigns and digital media use the consumer's personal data without their prior consent. In this research, a new advertising communication model that represents a paradigm shift is analyzed and evaluated. In the new model, each individual consumer will publish -anonymously- the characteristics of the product they want, and companies in the sector will respond with hyper personalized ads. Advertisers will transparently compete, in two successive rounds, so that the consumer will make an informed decision and will contact the chosen company. The platform will have free access, with a non-profit approach. The aim is for local entrepreneurs and small businesses to become the main advertisers. The objective of the study was to evaluate the level of acceptance that the model would have in the Lima furniture market. The methodology had a quantitative approach with an exploratory scope and the sample was made up of 192 adults from medium and high socioeconomic level in the city of Lima. Additionally, as a complement, 18 local entrepreneurs were included to learn their point of view as potential advertisers. A virtual survey was applied and the results indicate that the perception of usefulness is high, as well as the intention to use, both on the consumers and entrepreneurs’ side. The main benefits associated to the platform were: facilitating the search for personalized products, encouraging competition among advertisers in favor of the consumer and avoiding unwanted advertising. Suggestions for improvement were also collected for future implementation. © (2025), (Austral University Faculty of Communication). All right reserved.

Instituciones: Universidad de Lima