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Millenials: las gratificaciones generadas por el uso de snapchat y su impacto en la interacción con contenidos de marca

Author

Listed:
  • José A. Flecha
  • María de los M. Santos-Corrada
  • Evelyn Lopez
  • Virgin Dones

Abstract

El presente artículo tiene como objetivo analizar cómo los factores dinámicos impactan el uso de Snapchat en la generación Millennials. Específicamente, se utiliza la teoría de uso y gratificaciones para analizar cómo la exposición e interacción de contenidos influye en un mayor uso de Snapchat como medio de comunicación con las empresas. En el estudio participaron 453 Millennials residentes en Puerto Rico y usuarios de Snapchat. Se emplearon ecuaciones estructurales, a partir de lo cual se destaca cómo las gratificaciones impulsan la motivación de compra, fortalecen el vínculo y la interacción con las empresas. Adicionalmente, los resultados explican cómo se puede obtener mayor efectividad y receptividad por parte de la generación Millennials a través de Snapcha

Suggested Citation

  • José A. Flecha & María de los M. Santos-Corrada & Evelyn Lopez & Virgin Dones, 2019. "Millenials: las gratificaciones generadas por el uso de snapchat y su impacto en la interacción con contenidos de marca," Estudios Gerenciales, Universidad Icesi, vol. 35(152), pages 259-270, September.
    • Handle: RePEc:col:000129:017558
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    File URL: https://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/3258
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    More about this item

    Keywords

    factores dinámicos; contenidos; motivación de compra;
    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
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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