Analyzes of product packaging: Implications in customer experience and the growing trend of unboxings on social networks.

Identifier:  TFG:5966

Handle: https://hdl.handle.net/20.500.11797/TFG5966

Authors:  Pardo Martínez, Jordi

Abstract:
This work shows how the packaging of a product can affect consumer behavior. At the same time, a relatively new phenomenon within the network, especially in social networks, unboxings, is also described and analyzed. 6 Within the work, the qualities and relevance of packaging in the world of marketing are presented. In addition, a series of characteristics are shown that are the result of these previously mentioned qualities. How packaging affects the purchase decision, customer loyalty, brand identity, among others. Apart from these qualities, it also shows how the trend of unboxings, social networks, and influencers can also affect consumers, in aspects such as credibility, trust, brand visibility, as well as those previously mentioned .