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Comportamiento de consumo de los millennials y estrategias comunicativas en Facebook e Instagram del sector de la moda 2016-2019

Author

Listed:
  • Alba Barrero Caballero

Abstract

La generación millennial es el término sociológico que se le atribuye al grupo de individuos nacidos entre 1980 y 2000 aproximadamente (Martínez et al., 2017). Hace poco más de un año, esta generación representaba alrededor del 24% de la población mundial (Ferrer, 2021). Se trata de una generación amplia e influyente en la actualidad. Este hecho provoca que su poder en la economía se incremente, lo que contribuye a la importancia de dominar las estrategias de comunicación empleadas para abordar a este segmento. Este trabajo aporta un modelo explicativo holístico para comprender el comportamiento del consumidor, en el que se observa su alcance en el ámbito comunicativo; se recurre al análisis del sujeto como ser social y consumidor, y al análisis de estrategias comunicativas desarrolladas para persuadir a este segmento de la población, concretamente en las redes sociales. El objetivo principal de este trabajo es contribuir al conocimiento sobre los patrones de consumo de la generación millennial, y su impacto en la comunicación desarrollada por las empresas en las redes sociales en el sector de la moda. Para ello, la investigación tiene una orientación cualitativa y cuantitativa. Se desarrollan entrevistas exploratorias, encuestas, y análisis de contenido. Los resultados manifiestan el alcance del consumo en la actualidad, que se entiende como la interacción con cada sujeto y todo lo que le rodea. Estos resultados suponen una importante transferencia para el ámbito científico centrado en el comportamiento del consumidor, así como para el tejido empresarial, ya que la comunicación es la clave en la supervivencia de toda organización.

Suggested Citation

  • Alba Barrero Caballero, 2023. "Comportamiento de consumo de los millennials y estrategias comunicativas en Facebook e Instagram del sector de la moda 2016-2019," DOCFRADIS Working Papers 2303, Catedra Fundación Ramón Areces de Distribución Comercial, revised Apr 2023.
    • Handle: RePEc:ovr:docfra:2303
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    References listed on IDEAS

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    More about this item

    Keywords

    Millennials; patrones de consumo; estrategias de comunicación; redes sociales; moda;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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