GRAPHIC DESIGN AND THE E-COMMERCE MODEL FOR SOCIAL NETWORKS: CASE STUDY IN RIOBAMBA

Abstract

This research aims to analyze the graphic design and the e-commerce model applied in the graphic pieces disseminated by the companies “Baltimore Food and Drink” and “Humo Smokehouse” on the social network Facebook from March 2020 to February 2021. The methodology was qualitative-quantitative, where the interaction of users and the posts published by the companies under study were analyzed. This information was used to validate the hypothesis. The documentary method helped study the problem of collecting information to analyze the elements of literacy, e-commerce models and interaction. The inductive method allowed the premise to emerge from the observation that in the social network Facebook, companies published graphic pieces to promote their products or services during the pandemic. This resulted in 24 analysis matrices, in which visual literacy elements, user interaction and the e-commerce model used by the companies are considered, observing that user interaction changes according to the use of visual literacy elements and the e-commerce model used. Consequently, it is concluded that the use of visual literacy elements and the e-commerce model influence user interaction. It is recommended to appropriately apply graphic design elements in all visual arts to fulfill their communicative function and generate more interaction with users.