Caracterización y usos de la identidad visual en los perfiles de Instagram de empresas del sector gastronómico.

Abstract

This work is the result of a research exercise that sought to characterize and describe the uses of the visual identity of three restaurant brands on the Instagram social network as part of their digital strategy: @larepizza, @winnerscolombia, @ laovejanegra.cucuta, that have a point of sale in Cúcuta, Norte de Santander, Colombia. For the identification of its components, the proposals of Fontana (2007), Costa (1977) and Villafañe (1993) were taken into account. Subsequently, those adaptations that each restaurant makes about it in social networks were specified, through a virtual ethnography exercise, which allowed characterizing the selected profiles and thus being able to contextualize the models and categories used. This characterization was complemented from the data thrown with the statistical tool in the Instagram application. From the above, the results showed that companies are clear about the concepts that make their visual identity stand out, thus highlighting one above the others.