Strategic management of advertising stereotypes in social networks of female consumers in Arequipa-Peru

Cusihuamán-Sisa G.N.; Vera-Ninacondor C.P.; Bernedo-Málaga V.W. · Revista de Ciencias Sociales (2024) · DOI: 10.31876/rcs.v30i.42337

Resumen

Strategic management systems have evolved along with changes in the management of technology and networks, which has generated stereotypes in the behavior of consumers in Arequipa-Peru, distorting self-esteem; Social networks have been responsible for forming models in various manifestations, transforming their identity. The objective of the research is to analyze stereotypes of female beauty spread as advertising messages on the social network Facebook, generating distorted models of the reality of female beauty in consumers in Arequipa-Peru. The methodological approach is quantitative correlational transectional, applying a virtual survey to 382 citizens between 18 and 25 years old. The results determine that the stereotypes of physical beauty with defined features, light complexion, thin figure, tall stature and thin legs do not represent local women, forcing models that distort their identity; Another relevant aspect is the current lifestyle that affects the behavior of young consumers in Arequipa-Peru, concluding that they are the type of audience of clothing stores that, although they are sometimes attentive to fashion trends, usually worry for their personal image and sometimes for the exclusivity of the garments that provide them with satisfactory experiences. © (2024), (Universidad del Zulia). All rights reserved.

Instituciones: Universidad Nacional de San Agustín de Arequipa