Percepción de sobrevivientes de cáncer de mama, de la campaña publicitaria “Ayúdanos a desaparecer el cáncer de mama”
Resumen
Introducción: Existe una creciente tendencia por parte de las marcas de tratar temas sociales y, en base a ello, los consumidores generan diferentes percepciones. Objetivo: Analizar cómo perciben las mujeres que han superado el cáncer de mama la campaña publicitaria “Ayúdanos a desaparecer el cáncer de mama” de Oncosalud. Metodología: El enfoque fue fenomenológico. Se utilizó la técnica de entrevista semiestructurada, con lo cual se analizaron las percepciones de quince mujeres que superaron esta enfermedad. Resultados: Los resultados indican que las mujeres sobrevivientes al cáncer de mama perciben la publicidad sobre este tema de manera positiva. Ellas exigen que, si la marca va a realizar una campaña sobre un tema tan delicado, el mensaje debe elaborarse de la forma más pulcra posible. Conclusiones: Su difícil experiencia de vida como pacientes oncológicas les otorga una percepción muy particular sobre lo que se debe mostrar tanto en los mensajes audiovisuales como en las redes sociales.
Descargas
Citas
Abu Zayyad, H., Obeidat, Z., Alshurideh, M., Abuhashesh, M., Maqableh, M., & Masa’deh, R. (2020). Corporate social responsibility and patronage intentions: The mediating effect of brand credibility. Journal of Marketing Communications, 1–24. https://doi.org /10.1080/13527266.2020.1728565
Alhawamdeh, A. K. (2020). The relationship between media marketing advertising and encouraging Jordanian women to conduct early detection of breast cancer. European Journal of Business and Management, 12(12), 130–135. https://doi. org/10.7176/ejbm/12-12-11
Aluwihare-Samaranayake, D. (2012). Ethics in qualitative research: A view of the participants and researchers world from a critical standpoint. International Journal of Qualitative Methods, 11(2), 64–81. https://doi.org/10.1177/160940691201100208
Álvarez, J., Sáchica, J., & Villalba, J. (2018). Percepción de los pacientes acerca de la empatía de las enfermeras en Monterrey (México). Revista Española de Comunicación en Salud, 9(1), 46. https://doi.org/10.20318/recs.2018.4252
Ads of the world (2020). I touch myself project. The woman behind the voice. Disponible: https://www.adsoftheworld.com/media/film/i_touch_myself_project_the_woman_behind_the_voice
Ads of the world (2019). Mapfre Bralert. Disponible: https://www.adsoftheworld.com/media/digital/mapfre_bralert
Belk, R. (2017). Qualitative research in advertising. Journal of Advertising, 46(1), 36–47. https://doi.or g/10.1080/00913367.2016.1201025
Bhaduri, G., & Ha-Brookshire, J. (2017). The role of brand schemas, information transparency, and source of message on apparel brands’ social Rev Esp Comun Salud // 15 16 // Rocha-Villanueva, Arbaiza, & Gallardo-Echenique responsibility communication. Journal of Marketing Communications, 23(3), 293–310. https://doi.org/1 0.1080/13527266.2015.1040441
Bleiker, J., Morgan-Trimmer, S., Knapp, K., & Hopkins, S. (2019). Navigating the maze: Qualitative research methodologies and their philosophical foundations. Radiography, 25(1), S4–S8. https:// doi.org/10.1016/j.radi.2019.06.008
Broekhuizen, T., Emrich, O., Gijsenberg, M., Broekhuis, M., Donkers, B., & Sloot, L. (2019). Digital platform openness: Drivers, dimensions and outcomes. Journal of Business Research, 1–13. https://doi. org/10.1016/j.jbusres.2019.07.001
Butrina, P., Le Vine, S., Henao, A., Sperling, J., & Young, S. (2020). Municipal adaptation to changing curbside demands: Exploratory findings from semi-structured interviews with ten U.S. cities. Transport Policy, 92, 1–7. https://doi.org/10.1016/j.tranpol.2020.03.005
Carr, C., & Hayes, R. (2015). Social media: Defining, developing, and divining. Atlantic Journal of Communication, 23(1), 46–65. https://doi.org/10.1 080/15456870.2015.972282
Chiang, K.-P., & Jackson, A. (2016). The impact of health literacy on involvement and attitude toward pharmaceutical print ads. International Journal of Healthcare Management, 9(1), 47–57. https://doi. org/10.1179/2047971915Y.0000000015
Chuah, S., El-Manstrly, D., Tseng, M.-L., & Ramayah, T. (2020). Sustaining customer engagement behavior through corporate social responsibility: The roles of environmental concern and green trust. Journal of Cleaner Production, 262, 1–15. https://doi. org/10.1016/J.JCLEPRO.2020.121348
Código. (2019). Oncosalud busca que la gente la ayude a desaparecer. Disponible: https:// codigo.pe/oncosalud-busca-que-la-gente-la-ayudea-desaparecer/
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications, Inc.
Dekker, R., Van den Brink, P., & Meijer, A. (2019). Social media adoption in the police: Barriers and strategies. Government Information Quarterly, 37(2), 1–9. https://doi.org/10.1016/j.giq.2019.101441
Dolan, P., & Tsuchiya, A. (2011). Determining the parameters in a social welfare function using stated preference data: An application to health. Applied Economics, 43(18), 2241–2250. https://doi. org/10.1080/00036840903166244
Eddles-Hirsch, K. (2015). Phenomenology and educational research. International Journal of Advanced Research, 3(8), 251–260. Disponible: http://www. journalijar.com/article/5631/phenomenology-andeducational-research/
Farrugia, B. (2019). WASP (write a scientific paper): Sampling in qualitative research. Early Human Development, 133, 69–71. https://doi.org/10.1016/j. earlhumdev.2019.03.016
Fletcher-Brown, J., Pereira, V., & Nyadzayo, M. (2017). Health marketing in an emerging market: The critical role of signaling theory in breast cancer awareness. Journal of Business Research, 86, 416–434. https://doi.org/10.1016/j.jbusres.2017.05.031
Font, X., & Lynes, J. (2018). Corporate social responsibility in tourism and hospitality. Journal of Sustainable Tourism, 26(7), 1027–1042. https://doi.org/10.1080/ 09669582.2018.1488856
Harvey, J. A., & Strahilevitz, M. A. (2009). The Power of Pink: Cause-Related Marketing and the Impact on Breast Cancer. Journal of the American College of Radiology, 6(1), 26–32. https://doi.org/10.1016/j. jacr.2008.07.010
Heimann, A., Ingold, P., & Kleinmann, M. (2019). Tell us about your leadership style: A structured interview approach for assessing leadership behavior constructs. Leadership Quarterly, 30(6), 101364. https://doi.org/10.1016/j.leaqua.2019.101364
Hills, S., Walker, M., & Barry, A. (2019). Sport as a vehicle for health promotion: A shared value example of corporate social responsibility. Sport Management Review, 22(1), 126–141. https://doi.org/10.1016/j. smr.2018.10.001
Hsiang, C., Yu, L., & Wen, C. (2021). Does family business affect the relationship between corporate social responsibility and brand value? A study in different industry Taiwan. Asia Pacific Management Review, 1–13. https://doi.org/10.1016/j. apmrv.2021.04.002
Instituto Nacional de Enfermedades Neoplásicas (INEN). (2009). Casos nuevos de cáncer registrados en INEN, periodo 2009-2018 (ambos sexos). 2018, 1–3. Disponible: https://portal.inen.sld.pe/wpcontent/uploads/2019/12/INEN-2009-2018.pdf
Jean, A., Wang, X., & Suntu, S. (2020). Corporate social responsibility in Madagascar: an investigation on Chinese companies. International Journal of Construction Management, 20(1), 29–38. https:// doi.org/10.1080/15623599.2018.1462442
Jing, Y., Peiyu, L., Xiaobing, T., & Wenfeng, L. (2018). Improved SIR advertising spreading model and its effectiveness in social network. Procedia Computer Science, 129, 215–218. https://doi.org/10.1016/j. procs.2018.03.044
Larrieta-Rubín de Celis, I., Fernández de BobadillaGüémez, S., Alonso-Almeida, M. del M., & VelascoBalmaseda, E. (2017). Women’s occupational health and safety management: An issue for corporate social responsibility. Safety Science, 91, 61–70. https://doi.org/10.1016/j.ssci.2016.07.019
Lee, J. & Rim, H. (2018). Evolution of corporate social responsibility: A content analysis of United States magazine advertising, 1980–2009. Journal of Promotion Management, 24(4), 555–577. https:// doi.org/10.1080/10496491.2017.1380111
Lee, J., & Hong, I. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360–373. https://doi. org/10.1016/j.ijinfomgt.2016.01.001
Leon, R., Rodríguez-Rodríguez, R., Gómez-Gasquet, P., & Mula, J. (2020). Business process improvement and the knowledge flows that cross a private online social network: An insurance supply chain case. Information Processing and Management, 57(4), 1–16. https://doi.org/10.1016/j.ipm.2020.102237
Lubis, A. (2018). Corporate social responsibility in health sector: A case study in the government hospitals in Medan, Indonesia. Business: Theory and Practice, 19(9), 25–36. https://doi.org/10.3846/btp.2018.04
Mercado Negro. (2019, 5 de julio). Oncosalud: la marca que busca desaparecer. Mercado Negro. Disponible: https://www.mercadonegro.pe/marketing/ oncosalud-la-marca-que-busca-desaparecer/
Mehta, A. (2020). Qualitative research in male infertility. Urologic Clinics of NA, 47(2), 205–210. https://doi. org/10.1016/j.ucl.2019.12.007
Mekawie, N., & Hany, A. (2019). Understanding the factors driving consumers’ purchase intention of over the counter medications using social media advertising in Egypt. Procedia Computer Science, 164, 698– 705. https://doi.org/10.1016/j.procs.2019.12.238
Mendieta, G. (2015). Informantes y muestreo en investigación cualitativa. Investigaciones Andina, 17(30), 1148–1150. https://doi. org/10.33132/01248146.65
Michaelidou, N., Micevski, M., & Cadogan, J. W. (2020). Users’ ethical perceptions of social media research: Conceptualisation and measurement. Journal of Business Research, 112, 1–11. https://doi. org/10.1016/j.jbusres.2020.03.005
MINSA. (2020). Plan nacional para la prevención y control de cáncer de mama en el Perú 2017- 2021. 28. Disponible: http://bvs.minsa.gob.pe/local/MINSA/4234.pdf
Oncosalud. (2020). Nosotros. Disponible: https://www. oncosalud.pe/nosotros
Oncosalud. [Oncosalud]. (2013, Abril 8). Oncosalud 1 [Archivo de video]. Disponible: https://youtu.be/ jYErgzFCgdc
Oncosalud. [Oncosalud]. (2013, Junio 24). Testimonial Elba Briceño [Archivo de video]. Disponible: https:// youtu.be/Bs2TycLjJkI
Oncosalud. [Oncosalud]. (2015, Septiembre 2). Oncosalud - Tu lucha mi lucha [Archivo de video]. Disponible: https://youtu.be/MLBBWKtdfkM
Oncosalud. [Oncosalud]. (2019, Junio 27). Oncosalud 30 años [Archivo de video]. Disponible: https:// youtu.be/yDGMtnMrfb4
Oncosalud. [Oncosalud]. (2019, Octubre 17). Ayúdanos a desaparecer el cáncer de mama [Archivo de video]. Disponible: https://youtu.be/epq_-xFwBFU
Oncosalud. (2020). Que desaparezca el cáncer de mama. Disponible: https://marketing.oncosalud.pe/ cancer-de-mama-2019 Organización Mundial de la Salud (OMS, 2020). Cáncer. Disponible: https://www.who.int/es/health-topics/ cancer#tab=tab_1
Pomering, A., & Johnson, L. W. (2009). Constructing a corporate social responsibility reputation using corporate image advertising. Australasian Marketing Journal, 17(2), 106–114. https://doi. org/10.1016/j.ausmj.2009.05.006
Ritchie, J., Spencer, L., & O’Connor, W. (2003). Carrying out qualitative analysis. In J. Ritchie & J. Lewis (Eds.), Qualitative research practice: a guide for social science students and researchers (pp. 219–262). Sage Publications.
Smeele, H., Van der Does de Willebois, E. M., Eltahir, Y., De Bock, G., Van Aalst, V., & Jansen, L. (2019). Acceptance of contralateral reduction mammoplasty after oncoplastic breast conserving surgery: A semistructured qualitative interview study. The Breast, 45, 97–103. https://doi.org/10.1016/j.breast.2019.03.008
Stivala, A., Koskinen, J., Rolls, D. A., Wang, P., & Robins, G. L. (2016). Snowball sampling for estimating exponential random graph models for large networks. Social Networks, 47, 167–188. https:// doi.org/10.1016/j.socnet.2015.11.003
Sueldo, A. (2018). Mujer alerta. Campaña de prevención del cáncer de cuello uterino. [Universidad San Ignacio de Loyola]. https:// repositorio.usil.edu.pe/handle/usil/3097
Sun, X., Foscht, T., & Eisingerich, A. (2021). Does educating customers create positive word of mouth? Journal of Retailing and Consumer Services, 62, 1–9. https://doi.org/10.1016/j.jretconser.2021.102638
Te, V., Ford, P., & Schubert, L. (2019). Exploring social media campaigns against sugar-sweetened beverage consumption: A systematic search. Cogent Medicine, 6(1), 1–16. https://doi.org/10.1080/23312 05x.2019.1607432
Teal, R., Roberts, M., Harrigan, P., Clarkson, J., & Rosenberg, M. (2019). Leveraging spectator emotion: A review and conceptual framework for marketing health behaviors in elite sports. Sport Management Review, 23(2), 183–199. https://doi.org/10.1016/j. smr.2019.05.003
Texeira, A., Lopes, R., Azevedo, J., & Alves, D. (2017). Development and proposal of a reference tool for semi-structured interviews for the characterization of the management in mental health networks. Procedia Computer Science, 121, 511–518. https://doi.org/10.1016/j.procs.2017.11.068
Voorveld, H., van Noort, G., Muntinga, D., & Bronner, F. (2018). Engagement with social media and social media advertising: The differentiating role of platform type. Journal of Advertising, 47(1), 38–54. https:// doi.org/10.1080/00913367.2017.1405754
Xu, J. (2017). Moral emotions and self-construal in charity advertising: Communication on focus. Journal of Promotion Management, 23(4), 557–574. https:// doi.org/10.1080/10496491.2017.1297976
Xu, S., & Zhou, A. (2020). Hashtag homophily in twitter network: Examining a controversial cause-related marketing campaign. Computers in Human Behavior, 102, 87–96. https://doi.org/10.1016/j. chb.2019.08.006
Zarouali, B., Poels, K., Walrave, M., & Ponnet, K. (2018). ‘You talking to me?’ The influence of peer communication on adolescents’ persuasion knowledge and attitude towards social advertisements. Behaviour and Information Technology, 37(5), 502–516. https:// doi.org/10.1080/0144929X.2018.1458903
Los textos publicados en esta revista están –si no se indica lo contrario– bajo una licencia Reconocimiento-Sin obras derivadas 3.0 España de Creative Commons. Puede copiarlos, distribuirlos y comunicarlos públicamente siempre que cite su autor y la revista y la institución que los publica y no haga con ellos obras derivadas. La licencia completa se puede consultar en: http://creativecommons.org/licenses/by-nd/3.0/es/deed.es
Los derechos de autor pertenecen al autor de la obra por el mero hecho de su creación:
· Los derechos de contenido moral son irrenunciables e inalienables.
· Los derechos de contenido económico, o derechos de explotación, pueden ser cedidos a terceros como ocurre con los trabajos publicados, en los que el autor cede parte o la totalidad de estos derechos a la editorial.
El autor puede autoarchivar sus artículos en un repositorio institucional, siempre que se cite su publicación en esta revista.
