Análisis del impacto de la comunicación visual en la atracción y retención de clientes consumidores de productos de primera necesidad a través de plataformas digitales en el sector de Solanda

Abstract

This research analyzes how visual communication influences customer attraction and loyalty through digital platforms in the Solanda sector, south of Quito. Visual communication can be described as the strategic and visual use of images, colors, fonts, and other graphic elements. It has ceased to be considered a superficial aspect and has become an important tool in digital environments. In a society undergoing digitalization like Quito's, especially in some sector rich in microenterprises and informal commerce, social media has become a very important medium for developing this type of visual marketing. Digital platforms such as Facebook, Instagram, and TikTok are representative examples of social media platforms that have created advertising tools available to small businesses, enabling the creation of engaging and competitive content, even with limited resources. The methodological framework of this work is mixed, combining structured surveys with interviews and direct perception, allowing for the capture of both quantitative and qualitative data. The target population is made up of approximately 15,000 microenterprises and consumers in Solanda, and the representative sample of the study group consisted of purposively selected participants, who were interviewed to collect relevant data. The research not only provides theoretical support but also provides applicable resources for entrepreneurs interested in boosting their businesses' digital reach.