Abstract

JARA BEJARANO, Diego Manuel; RIOS INCIO, Felipe Anderson  and  LISBOA ECHEVERRE, Gilsa Carolina. Transmedia and brand loyalty in consumers of alcoholic beverages. Revista InveCom [online]. 2025, vol.5, n.1, e501085.  Epub Dec 11, 2024. ISSN 2739-0063.  https://doi.org/10.5281/zenodo.12551137.

In recent years, significant changes have emerged in the development of advertising campaigns. Emotional appeal has gained greater importance in message preparation, understood as the underlying motive for promoting a brand by associating it with potential experiences or events. The objective of this research was to determine the relationship between transmedia storytelling and brand loyalty among alcoholic beverage consumers aged 25 to 45 in Nuevo Chimbote, Peru. A quantitative approach was employed, characterized as basic research, with a non-experimental design, descriptive level, and correlational scope. A Likert scale questionnaire ranging from 1 to 5 was administered to 269 individuals. Data were analyzed using Spearman's Rho correlation coefficient. The results indicated a significant and positive relationship between transmedia storytelling and brand loyalty (rho=0.831), as well as a very high positive correlation between consumption storytelling and brand loyalty (rho=0.945). It is concluded that transmedia storytelling in advertising facilitates consumer loyalty by providing coherent emotional and rational elements across various channels, enhancing its relevance and fostering a deeper connection with the consumer.

Keywords : transmedia narrative; brand loyalty; storytelling.

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