Marketing digital: fotografia gastronômica como estratédia de merchandising

Abstract

This study aims to analyze the influence of food photography, as a digital marketing strategy, on consumers’ purchasing decisions in a confectionery that uses Instagram as its main promotional platform. The research seeks to identify which visual aspects of products most impact the consumer decision-making process, as well as to understand the role of food photography in the digital merchandising of the analyzed business. Methodologically, the research is characterized as a case study with a mixed approach, combining quantitative and qualitative methods. Data collection was carried out through the application of two questionnaires: an objective questionnaire consisting of 19 questions applied to 24 customers of the confectionery’s Instagram profile, and a mixed questionnaire containing 18 questions directed to the entrepreneur responsible for the profile. The collected data were analyzed descriptively, supported by graphical representations and interpretative analysis. The results indicate that food photography has a significant influence on consumers’ purchasing decisions, with the visual appearance of products being a determining factor in attracting interest, building trust, and encouraging consumption. Furthermore, the findings reveal that low-quality images may generate doubts regarding product quality and negatively affect brand perception. Therefore, it is concluded that the effective use of food photography as a digital marketing strategy contributes to brand strengthening, greater audience engagement, and a potential increase in sales within the confectionery sector.