Los millennials y la honestidad como valor de marcael caso Goiko en Instagram

Abstract

After the confinement caused by COVID-19, brands sought to adapt their campaigns to the new context and achieve a new interaction with their clients. In this new environment, the virtual spaces of social media became meeting places. The Venezuelan restaurant Goiko Grill, located in Spain, opted for an awareness campaign through Instagram stories, just when the first phase of deconfinement was taking place. The main objective of this research is to analyse the link generated between the brand and millennials based on honesty as a brand value, present in this campaign. The research work has two phases: 1) a literature review in which advertising on social media, influencers and the potential of Instagram Stories are studied. 2) A quantitative study (N= 91) based on a questionnaire sent to students at the Antonio de Nebrija University, with knowledge of marketing in the digital environment and with an international profile (Colombia, Ecuador, Dominican Republic, Honduras, Mexico and Spain). Using a mixed methodology, the perceptions that were generated around the campaign were obtained, also analysing the inspiration and use of trends, the relevance in the context and the definition of the brand objectives in an audience limited to university students. After analysing the perceptions of the participants in the analysis of the @Goiko campaign, we can establish that the brand's honesty is one of the most highlighted values, as it is in line with the transparency that millennials expect to find on social media. These virtual meeting spaces are essential to reach the public, but their acceptance does not take place if the community does not detect honesty in the interaction with the brand.