Análisis del discurso publicitario de la campaña “Yo soy… y no soy actriz/actor” del Banco Guayaquil y su relación en la construcción de confianza y fidelización en los jóvenes de 18 a 26 años en la ciudad de Guayaquil a través de su difusión en medios digitales como Instagram y TikTok.

Abstract

The objective of this research was to conduct a descriptive-analytical study aimed at analyzing the impact of the advertising discourse of Banco Guayaquil’s 2025 campaign “I am… and I am not an actress/actor” on the construction of trust and customer loyalty among young people aged 18 to 26 in the city of Guayaquil, through its dissemination on digital media such as Instagram and TikTok. A mixed-methods approach was employed, including surveys, a focus group, and interviews with professionals.The results revealed a low level of exposure to the campaign. Although the message was understood and appreciated for its closeness and authenticity, a neutral stance predominated regarding the trust generated toward the brand. However, the use of real clients contributed to the perception of transparency and strengthened the intention to remain among those who were already users, while others expressed willingness to open an account. Additionally, most participants stated that they would recommend the bank after viewing the campaign, reflecting a positive effect on overall perception. This study is grounded in the theoretical relationship between testimonial narrative, trust, and loyalty as a strategic tool for creating symbolic connections with consumers. In conclusion, although the campaign projected authenticity and differentiation within the banking sector, its reach among the youth audience was limited, suggesting the need to strengthen digital dissemination strategies to enhance its persuasive effect and consolidate the relationship with this audience