Estrategias comunicacionales para la promoción de restaurantes en la red social instagram. Caso la quadra Manta.

Abstract

Within the framework of the Digital Era, companies face the need to consolidate a significant presence on social networks to optimize their visibility and guarantee their competitiveness in the market. In the case of restaurants, this need becomes even more relevant, since Instagram has become a key platform to attract customers, build brand identity and show the gastronomic proposal in a visually attractive way. The main objective of the research is to analyze the communication strategies implemented by the restaurants in the La Quadra Manta shopping plaza, with the purpose of identifying which are the most effective and beneficial in terms of visibility and engagement. The methodology used has a mixed approach, integrating techniques such as content analysis, carried out through an observation sheet over a period of six months, and semi-structured interviews aimed at those in charge of digital communication at each restaurant. The results reveal that the format most used by restaurants is Reels, and advertising content predominates in their communication strategies. However, this does not imply that said content is, on average, the ones that generate the greatest number of likes, comments or reproductions.