(IGI Global, 2025) Condearena González, Itxaso; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
This chapter analyzes the promotional campaign of the 2023 live- action Barbie film through qualitative and quantitative methods, examining the brand's history and industry leadership. The study explores the different promotional campaigns carried out for the film and the audience's response. Similarly, it investigates the public opinion on Barbie and the movie's impact on it. The analysis results indicate that the film and its marketing efforts improved public opinion, positioning Barbie as a more inclusive and empowering brand. In addition, the study explores possible biases, such as a relation between women and a better opinion of Barbie, and greater use of social media with the conversation created about the work on the platforms as a cause of having seen the film, although no direct relationships were demonstrated.