Supermarkets, social media and covid-19: neuromarketing and humanisation of the message
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Abstract
Supermarkets use a variety of marketing techniques to attract potential customers to their shops and encourage them to buy their products. One of the newest techniques in this field has been neuromarketing, a science that studies the effects of advertising and other communication actions on the human brain with the intention of being able to predict consumer behaviour. This document focuses on the study of the neuromarketing techniques used by supermarkets in our country in their social networks during the confinement due to the COVID-19 pandemic, so that it can be determined that these techniques vary in comparison with normal situations, for which Carrefour and Hipercor have been used as examples. A qualitative research study was carried out to compare the communication on social networks (Instagram, Facebook and Twitter) carried out by these supermarkets at national level before and during the COVID-19 crisis. It was observed that advertising varied from 10-30% customer-focused communication before the crisis to 100% during the crisis. This leads to the conclusion that in times of crisis neuromarketing comes to the fore, humanising companies more to get closer to the customer. It can also be observed that the techniques used vary depending on each supermarket and the stage of the crisis they are going through.
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