Gestures and postures as influencers in the conversion funnel

Fashion clothing brands targeting young people have chosen to show models in postures that challenge the natural position of the body in their advertising. Prevalence of this communication strategy across different internationally known brands implies the existence of a positive impact on consumer b...

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Main Authors:	Saucedo-Soto, Juana Maria, Ruiz-Vigil, Ana Lucia, Amezcua-Núñez, Juan Bernardo
Format:	Online
Language:	spa
Published:	ACACIA A.C. 2022
Online Access:	https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/307
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spelling	oai:ojs.pkp.sfu.ca:article-3072022-09-01T06:08:11Z Gestures and postures as influencers in the conversion funnel Los gestos y posturas como influenciadores en el embudo de conversión Saucedo-Soto, Juana Maria Ruiz-Vigil, Ana Lucia Amezcua-Núñez, Juan Bernardo Posturas Gestos Moda Embudo de Conversión Comercio en Línea Postures Gestures Fashion Conversion Funnel Online Commerce Fashion clothing brands targeting young people have chosen to show models in postures that challenge the natural position of the body in their advertising. Prevalence of this communication strategy across different internationally known brands implies the existence of a positive impact on consumer behavior. The present work aim to assess such an effect by evaluating the gestures shown in the advertising of fashion clothing in digital media during the purchase process. Opinions and attitudes of consumers are assessed during the phases of the conversion funnel. Through digital surveys, consumers were exposed to photographs of fashionable clothing where models showed either a conventional or unconventional posture to later evaluate their desire to explore or buy the advertised clothing. Data were analyzed with ANOVA and Chi Square tests to test for means’ differences. Results show that unconventional body position, hand position and facial gestures are effective mainly in the upper stages of the funnel, while conventional postures increase the purchase intentions. Las marcas de ropa de moda dirigidas a los jóvenes han optado por mostrar modelos en posturas que desafían la posición natural del cuerpo en su publicidad. La prevalencia de esta estrategia de comunicación a través de diferentes marcas conocidas a nivel internacional supone la existencia de un impacto positivo en el comportamiento de los consumidores. El presente trabajo buscar analizar tal efecto al evaluar los gestos mostrados en la publicidad de ropa de moda en medios digitales y la forma en que influyen durante el proceso de compra. Se analizan las opiniones y actitudes de los consumidores durante las fases iniciales y finales del embudo de conversión. Mediante encuestas digitales los consumidores fueron expuestos a fotografías de ropa de moda donde las modelos mostraban ya sea una postura convencional o poco convencional para posteriormente evaluar su deseo de explorar o comprar la ropa publicitada. Los datos fueron analizados con pruebas de ANOVA y Chi Cuadrada para probar diferencias entre medias. Los resultados muestran que la posición del cuerpo, la posición de las manos y los gestos faciales poco convencionales son efectivos principalmente en las etapas superiores del embudo, mientras que las posturas convencionales incrementan la intención de compra. ACACIA A.C. 2022-09-01 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf text/html https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/307 10.46443/catyp.v18i1.307 Ciencias Administrativas. Teoría y Praxis; Vol. 18 No. 1 (2022): ENERO - JUNIO; 118 - 135 Ciencias Administrativas. Teoría y Praxis; Vol. 18 Núm. 1 (2022): ENERO - JUNIO; 118 - 135 2683-1465 2683-1457 spa https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/307/349 https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/307/350 http://creativecommons.org/licenses/by-nc-nd/4.0
institution	CIENCIAS ADMINISTRATIVAS
collection	OJS
language	spa
format	Online
author	Saucedo-Soto, Juana Maria Ruiz-Vigil, Ana Lucia Amezcua-Núñez, Juan Bernardo
spellingShingle	Saucedo-Soto, Juana Maria Ruiz-Vigil, Ana Lucia Amezcua-Núñez, Juan Bernardo Gestures and postures as influencers in the conversion funnel
author_facet	Saucedo-Soto, Juana Maria Ruiz-Vigil, Ana Lucia Amezcua-Núñez, Juan Bernardo
author_sort	Saucedo-Soto, Juana Maria
title	Gestures and postures as influencers in the conversion funnel
title_short	Gestures and postures as influencers in the conversion funnel
title_full	Gestures and postures as influencers in the conversion funnel
title_fullStr	Gestures and postures as influencers in the conversion funnel
title_full_unstemmed	Gestures and postures as influencers in the conversion funnel
title_sort	gestures and postures as influencers in the conversion funnel
description	Fashion clothing brands targeting young people have chosen to show models in postures that challenge the natural position of the body in their advertising. Prevalence of this communication strategy across different internationally known brands implies the existence of a positive impact on consumer behavior. The present work aim to assess such an effect by evaluating the gestures shown in the advertising of fashion clothing in digital media during the purchase process. Opinions and attitudes of consumers are assessed during the phases of the conversion funnel. Through digital surveys, consumers were exposed to photographs of fashionable clothing where models showed either a conventional or unconventional posture to later evaluate their desire to explore or buy the advertised clothing. Data were analyzed with ANOVA and Chi Square tests to test for means’ differences. Results show that unconventional body position, hand position and facial gestures are effective mainly in the upper stages of the funnel, while conventional postures increase the purchase intentions.
publisher	ACACIA A.C.
publishDate	2022
url	https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/307
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Gestures and postures as influencers in the conversion funnel

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