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This research analyzes the evolution of the advertising ecosystem in Panama between 2000 and 2025, focusing on the transition from traditional media to digital platforms. The study seeks to understand the coexistence of both formats and the trust that consumers maintain in conventional advertising despite being highly digitalized. To achieve this, a non-experimental mixed-methods approach was used, involving an attitude scale survey applied to a sample of 518 people nationwide, measuring variables such as credibility, exposure, and purchase influence. The findings reveal a clear digital dominance in daily use: 82% use social networks frequently and 60% spend more than 4 hours on mobile devices. However, a trust paradox exists, as traditional media retain higher institutional credibility. The so-called "Trigger Effect" was detected, where advertising in physical or mass media acts as the engine that drives users to search for and validate brands on the internet. It is determined that the Panamanian market operates as a hybrid ecosystem where media are not replaced but rather integrated. The key to current advertising success lies in combining the authority of classic media with the precision of digital platforms. Finally, brands are recommended to use local cultural codes and more honest communication to connect with a consumer seeking consistency and ethics in an environment saturated with information.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
