Análisis visual del feed del perfil de instagram de helga pizza y lasaña bar como herramienta para la generación de mejoras en el contenido visual de la marca

This research focuses on performing an analysis on the feed of the Instagram profile of the restaurant Helga, Pizza and Lasaña; To carry out the analysis, we start with a brief review of how the Internet and social networks have impacted various fields of human activity, as well as how they have evolved over time. During the development of the work, the importance of the so-called fourth industrial revolution, which constitutes the information systems revolution, is highlighted for companies in the 21st century. After the introductory framework, aspects of the central problem of the work are denoted, it is there where the analysis is based on concepts about ICT and more in depth when issues are addressed directly from the social network Instagram and the relevance of its use within the social networks. daily activities of the Colombian population, also, the importance of this social network for brands today. Constant learning, professional growth, generation of knowledge and recommendations towards the owners of the Helga, Pizza and Lasaña brand constitute the main motivators for the realization of this work. For the development of this analysis, descriptive and quantitative methodologies are used, for which information is extracted from primary and secondary sources, mixed-type surveys are carried out and the neuromarketing tool known as eye tracking is applied as support, the above is executed with the objective of obtaining true data that facilitates the support of the investigation, and, in this way, to be able to issue a sustained concept of how the brand is making use of this technological tool and how it can enhance the benefits that connectivity brings. As a relevant result, it is found that the brand presents absences in some important aspects of branding, such as: colorimetry and typography, among others, finally as a general conclusion, the brand makes use of the digital tool Instagram, however, it fails to take advantage of the potential that it offers, to achieve this, the brand can review the current state of its branding and, supported by experts in digital marketing, can implement strategies that are consistent with its objectives in terms of marketing.

• Autores: Correa-Suaza, Iván Dario; Ospina-Alarcón, Jonattan Andrés
• Tipo de recurso: Tesis
• Fecha de publicación: 2022
• Institución: Universidad Católica de Oriente
• Repositorio: Repositorio UCO
• OAI Identifier: oai:repositorio.uco.edu.co:20.500.13064/1517
• Acceso en línea: https://hdl.handle.net/20.500.13064/1517
• Palabra clave: Instagram; Feed; Identidad visual; Neuromarketing; Redes sociales; Instagram; Feed; Visual Identity; Neuromarketing; Social media; Identidad corporativa; Imagen corporativa; Comunicación organizacional; Marcas (Mercadotecnia); Comunicación institucional
• License: http://creativecommons.org/licenses/by/3.0/