Neuromarketing y su incidencia en la Publicidad Viral: Universidad Laica Eloy Alfaro de Manabí.

Abstract

This article explores how neuromarketing influences the effectiveness of viral advertising, using the social media accounts of the Universidad Laica Eloy Alfaro de Manabí (ULEAM) as a case study. It seeks to identify the processes and tools that help consolidate a committed digital community and thereby enhance the virality of its content. The methodology of this research follows a mixed approach that combines descriptive and correlational analysis. With a sample of 379 students selected through random sampling, a structured questionnaire with 16 questions on a Likert scale was designed to measure the interaction between key variables. The results were processed using the IBM SPSS 25 statistical system. The demonstration of the general hypothesis of 1.000 ( high degree), under Spearman's Rho correlation coefficient, shows that neuromarketing has an impact on viral advertising at the Universidad Laica Eloy Alfaro de Manabí.