“El marketing en redes sociales y fidelización de clientes en el sector retail: Un análisis desde la perspectiva del Neuromarketing.”

Abstract

This research analyzed the impact of innovative neuro-marketing techniques on Generation Z’s interactions when shopping in clothing stores, as advances in technology, such as augmented reality (AR), interactive screens, and digital signage, have changed how customers interact in a shopping environment. This descriptive study adopted a quantitative approach, using a survey applied to a sample of 200 participants who visit the following stores: Doni Calzados (Mariscal Lamar 6-79, Cuenca), Avitual Tienda de Ropa (Mariano Cueva 10-72, Cuenca), and Total Fashion. A sample of 66 participants per establishment was randomly assigned using convenience sampling. The results showed that the Avitual store obtained the highest values in all metrics, as it had a longer total fixation duration (M = 15251.8 ms) and also recorded the highest values in terms of number of fixations (M = 85.5). This suggests a greater attentional predisposition towards its visual stimuli, without this necessarily implying direct causality regarding the purchase decision. Likewise, aspects such as display windows, lighting, logos, and signs influence Generation Z’s likelihood of making a purchase. It is concluded that visual merchandising technologies directly influence purchasing decisions, as they contribute to the creation of personalized experiences.