Conceptualización del storyliving como estrategia de comunicación experiencial en la publicidad iberoamericana

Antonio Rodríguez-Ríos

doi:10.26441/RC25.2-2026-4474

Autores/as

Antonio Rodríguez-Ríos Universitat Autònoma de Barcelona (España)

DOI:

https://doi.org/10.26441/RC25.2-2026-4474

Palabras clave:

storyliving, storytelling, publicidad inmersiva, narrativas inmersivas, realidad virtual, realidad aumentada, experiencias interactiva, comunicación estratégica, Festivales publicitarios

Resumen

Propósito. Este estudio analiza el fenómeno emergente del storyliving en la publicidad iberoamericana con el fin de delimitar sus fundamentos teóricos e incorporarlo al debate académico en torno a las narrativas inmersivas. Se busca comprender su conceptualización, el papel de las tecnologías y de las experiencias presenciales en su implementación y su presencia en los festivales publicitarios. Metodología. La investigación adoptó un enfoque inductivo e interpretativo con muestreo intencional de 21 profesionales del marketing y la publicidad vinculados el ecosistema publicitario iberoamericano, todos con experiencia como jurados en festivales internacionales. Los datos se obtuvieron mediante entrevistas en profundidad y se analizaron temáticamente con el software Taguette. La saturación se alcanzó en 17 entrevistas. La fiabilidad de los intercodificadores fue elevada (κ = 0.80). Resultados y conclusiones. Los hallazgos muestran que el storyliving aún carece de consenso conceptual, pero se distingue del storytelling y del storydoing al situar a las audiencias como protagonistas de experiencias inmersivas que combinan lo digital y lo presencial. Su principal valor radica en generar comunidades y vínculos emocionales sostenibles más allá de la novedad tecnológica. En los festivales surgen tensiones por la dificultad de evaluar experiencias inmersivas mediante case studies, lo que motiva revisar criterios y categorías. Aportes originales. Este trabajo es el primer estudio que aborda el storyliving en el contexto publicitario iberoamericano desde la perspectiva de profesionales del sector. Propone un marco teórico y estratégico que lo diferencia de otros modelos narrativos y evidencia su potencial para la construcción de marca y de comunidades a través de experiencias inmersivas.

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Biografía del autor/a

Antonio Rodríguez-Ríos, Universitat Autònoma de Barcelona (España)

Doctor en Comunicación Estratégica, Publicidad y Relaciones Públicas por la Universitat Autònoma de Barcelona, donde desarrolla su actividad docente e investigadora como profesor del Departamento de Publicidad, Relaciones Públicas y Comunicación Audiovisual. Su investigación se centra en el estudio de las narrativas publicitarias en entornos digitales, la creatividad publicitaria y la comunicación con impacto social, con especial interés por el storytelling, el storydoing y el storyliving. https://orcid.org/0000-0002-7758-1953 toni.rodriguez@uab.cat

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