Conservation Instagram Ads Y La Influencia en la conciencia ambiental de los clientes Darwing+ Wolf Galápagos Diving.

Abstract

This research analyzes the influence of conservation campaigns using Instagram Ads on the environmental awareness of Darwin+Wolf Galápagos Diving customers. A mixed approach with a non-experimental, cross-sectional, and descriptive design was used. A Likert-type survey was administered to users exposed to an advertising reel on Instagram, processing the data with SPSS v21 using Spearman and Kendall correlation coefficients. The results show positive and significant correlations (ρ between 0.842 and 0.984), confirming that creative and targeted ads promote pro-environmental attitudes and behaviors. The research concludes that Instagram Ads is an effective tool for strengthening environmental awareness and sustainable brand identity, contributing to the Sustainable Development Goals.