Marketing de contenidos y fidelización de clientes de pastelerías y panaderías reconocidas de Guayaquil

Abstract

The present research analyzes the strategic influence of content marketing on customer loyalty in recognized bakeries and pastry shops in the city of Guayaquil. The study is justified by the problem of low retention and loss of competitiveness affecting this traditional sector, which imperatively requires adapting to new digital dynamics to face the growing saturation of the current market. Consequently, the main objective of the work was to determine the existing relationship between digital value generation strategies and consumer behavioral loyalty. The methodology employed was based on a mixed approach with a descriptive scope and a cross-sectional design. For data collection, surveys were applied to a probabilistic sample of 384 customers in the Guayas province, and semi-structured interviews were conducted with managers of three key establishments. The study findings indicate that social media constitutes the preferred channel for users, and that visual content decisively influences the purchasing decision. However, a significant lack of strategic digital planning was detected in the evaluated businesses. Finally, in response to the stated objective, the research concludes that content marketing should not be considered an accessory option, but a fundamental pillar for commercial sustainability. Its effective implementation, focused on authenticity and storytelling, allows for building lasting emotional bonds that guarantee repurchase and positive recommendation in an increasingly demanding and digitized local environment.