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¿Qué nos influencia? Tendencias de Marketing hacia los nuevos consumidores Gen Z y Millennials: Una revisión de literatura

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dc.contributor.advisorRobayo Pinzón, Óscar Javier
dc.creatorOñate Peña, Daniel Andrés
dc.creator.degreeProfesional en Marketing y Negocios Digitales
dc.creator.degreetypeFull time
dc.date.accessioned2025-08-08T18:31:39Z
dc.date.available2025-08-08T18:31:39Z
dc.date.created2024-06-13
dc.date.issued2025-07-31
dc.descriptionEn este trabajo se realiza una revisión de literatura en donde se analizan documentos en un rango de tiempo determinado específicamente entre 2019 y 2023 en relación con el marketing digital y su relación con el consumidor contemporáneo como los Millenials y la Generación Z. Se busca extraer información relevante sobre cómo las empresas, marcas y organizaciones utilizan diversas tácticas de Marketing Digital frente a uno tradicional para llegar e impactar en sus decisiones de compra en un entorno global.
dc.description.abstractThis paper presents a comprehensive review focusing on documents from the period between 2019 and 2023, exploring the intersection of digital marketing and the contemporary consumer, specifically Millennials and Generation Z. The study delves into how businesses, brands, and organizations leverage various digital marketing tactics in comparison to traditional methods to engage and influence the purchase decisions of these consumer segments in a global context. The research is centered around the question: "How have companies and marketing professionals adapted to meaningfully connect with Generation Z and Millennials?" Through this inquiry, the aim is to extract pertinent insights to facilitate a descriptive report based on the analyzed documents.
dc.format.extent34 pp
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.48713/10336_46237
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/46237
dc.language.isospa
dc.publisherUniversidad del Rosario
dc.publisher.departmentEscuela de Administración
dc.publisher.programPregrado en Marketing y Negocios Digitales
dc.rightsAttribution-NonCommercial-ShareAlike 4.0 International*
dc.rights.accesRightsinfo:eu-repo/semantics/openAccess
dc.rights.accesoAbierto (Texto Completo)
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/*
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dc.source.instnameinstname:Universidad del Rosario
dc.source.reponamereponame:Repositorio Institucional EdocUR
dc.subjectMillenials
dc.subjectGen Z
dc.subjectMarketing Digital
dc.subject.keywordMillennials
dc.subject.keywordGen Z
dc.subject.keywordDigital Marketing
dc.title¿Qué nos influencia? Tendencias de Marketing hacia los nuevos consumidores Gen Z y Millennials: Una revisión de literatura
dc.title.TranslatedTitleWhat influences us? Marketing trends towards the new Gen Z and Millennials consumers: A literature review.
dc.typeresearchReport
dc.type.documentArtículo
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaTrabajo de grado
local.department.reportEscuela de Administración
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