<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0188-252X</journal-id>
<journal-title><![CDATA[Comunicación y sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Comun. soc]]></abbrev-journal-title>
<issn>0188-252X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Departamento de Estudios de la Comunicación Social]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0188-252X2023000100402</article-id>
<article-id pub-id-type="doi">10.32870/cys.v2023.8377</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[De la atención a la intención en la publicidad móvil. Análisis de los anuncios que generan interacción entre las nuevas generaciones de usuarios]]></article-title>
<article-title xml:lang="pt"><![CDATA[Da atenção à intenção na publicidade móvel. Análise dos anúncios que geram interação entre as novas gerações de usuários]]></article-title>
<article-title xml:lang="en"><![CDATA[From attention to intention in mobile advertising. Analysis of the ads that generate interaction among the new generations of users]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Feijoo]]></surname>
<given-names><![CDATA[Beatriz]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sádaba]]></surname>
<given-names><![CDATA[Charo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Fernández-Gómez]]></surname>
<given-names><![CDATA[Erika]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Internacional de la Rioja  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Navarra  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Internacional de la Rioja  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2023</year>
</pub-date>
<volume>20</volume>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-252X2023000100402&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-252X2023000100402&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-252X2023000100402&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este estudio busca identificar qué tipo de anuncios publicitarios en móvil atraen más el clic entre las nuevas generaciones. Un total de 45 usuarios de edades comprendidas entre 10 y 14 años se sometieron a un seguimiento semanal del uso de su móvil mediante screen recorder, consiguiendo monitorear el impacto publicitario real. Se registraron 41 horas de grabación y 2 410 anuncios móviles que se sometieron a un análisis de contenido. El estudio muestra que la publicidad SEM y los contenidos comerciales creados por influencers generan el mayor porcentaje de clics, sobre todo cuando se anuncian marcas de juguetes, electrónica y entretenimiento.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Este estudo busca identificar que tipo de publicidade mobile atrai mais cliques entre as novas gerações. 45 usuários com idades entre 10 e 14 anos realizaram monitoramento semanal do uso do celular por meio de gravador de tela, conseguindo monitorar o real impacto da publicidade. Foram gravadas 41 horas de gravação e 2 410 anúncios para celular e submetidos à análise de conteúdo. O estudo mostra que a publicidade SEM e o conteúdo comercial criados por influenciadores geram o maior percentual de cliques, principalmente quando anunciam marcas de brinquedos, eletrônicos e entretenimento.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This paper aims to identify the type of ads which attract the most clicks among new generations. 45 users ages 10 to 14 underwent weekly monitoring of their mobile phone use by means of a screen recorder, to monitor the real impact of ads. 41 hours of recording were analyzed and a total of 2 410 mobile ads were subjected to content analysis. This study shows that search advertising and commercial content created by influencers generate the highest percentage of interaction clicks, particularly when advertising toys, electronics and entertainment brands.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Publicidad móvil]]></kwd>
<kwd lng="es"><![CDATA[interacción]]></kwd>
<kwd lng="es"><![CDATA[formatos publicitarios]]></kwd>
<kwd lng="es"><![CDATA[influencers]]></kwd>
<kwd lng="es"><![CDATA[nuevas generaciones]]></kwd>
<kwd lng="pt"><![CDATA[Publicidade móvel]]></kwd>
<kwd lng="pt"><![CDATA[interação]]></kwd>
<kwd lng="pt"><![CDATA[formatos de publicidade]]></kwd>
<kwd lng="pt"><![CDATA[pessoas influentes]]></kwd>
<kwd lng="pt"><![CDATA[novas gerações]]></kwd>
<kwd lng="en"><![CDATA[Mobile advertising]]></kwd>
<kwd lng="en"><![CDATA[interaction]]></kwd>
<kwd lng="en"><![CDATA[ad formats]]></kwd>
<kwd lng="en"><![CDATA[influencers]]></kwd>
<kwd lng="en"><![CDATA[new generations]]></kwd>
</kwd-group>
</article-meta>
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