Abstract

SANCHEZ CORDERO, Nicole Steffania; ALVAREZ GAVILANES, Juan Edmundo  and  JACOME ORTEGA, Mariella Johanna. The influence of visual marketing on content strategy. Universidad y Sociedad [online]. 2025, vol.17, n.1  Epub Feb 27, 2025. ISSN 2218-3620.

Visual marketing attracts consumers by taking advantage of sight, the most influential sense in the perception and connection with a brand. The objective was to evaluate the impact of visual marketing on the effectiveness of content strategies used by restaurants in the canton of El Triunfo. A mixed methodology combining qualitative and quantitative approaches was used to obtain a comprehensive view of the phenomenon. The results show that a well-defined content strategy significantly enhances the effectiveness of visual marketing, highlighting consumers' preference for visual content over textual content. Innovative techniques such as augmented reality and interactive videos increased interaction and willingness to share content. Design quality and creativity were key factors in strengthening brand perception and loyalty. Visual marketing is an effective tool for capturing attention, fostering loyalty and improving competitiveness, especially in dynamic sectors such as tourism.

Keywords : Marketing; Advertising; Social networks; Consumer; Communication.

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