Abstract This article delves into the considerable influence of generation Y, or millennials, on purchase behaviour and brand interactions. Their focus on creating a better world, combined with their status as digital natives, has spurred changes in e-commerce and corporate practices. This generation prioritises environmental and social concerns, compelling companies to adopt honesty and transparency in their products, processes, and values. Millennials are inclined to support brands that demonstrate social responsibility, sustainability, and ethical practices. Consequently, brand values have become pivotal, shaping consumer perceptions and behaviours. These values reflect the beliefs and principles a brand embodies, significantly impacting consumer perceptions and behaviours toward it. The study aims to investigate how IKEA’s brand values influence the purchase decisions of Portuguese millennial consumers. A questionnaire survey was conducted, employing a quantitative methodology, yielding 402 responses from IKEA consumers. The primary findings reveal that IKEA Portugal’s values notably influence the purchase decisions of millennial consumers, particularly those related to value for money, sustainability, social responsibility, and community support.

Resumo O presente artigo aborda a influência significativa da geração Y ou dos millennials no comportamento de compra e nas interações com a marca. O foco desta geração num mundo melhor e o facto de serem nativos digitais impulsionou mudanças no e-commerce e na forma como as empresas operam. Esta trata-se de uma geração preocupada com o planeta e com o futuro, que conseguiu forçar honestidade e transparência das empresas acerca dos seus produtos, processos e valores. Os millennials estão mais propensos a apoiar marcas que priorizam a responsabilidade social, a sustentabilidade e as práticas éticas. Os valores da marca ganharam destaque, moldando as perceções e o comportamento do consumidor. Esses valores representam as crenças e os princípios que a marca defende e têm um impacto significativo nas perceções dos consumidores sobre esta e o comportamento em relação a ela. O objetivo deste estudo é explorar como os valores da marca IKEA afetam as decisões de compra dos consumidores millennials portugueses. Foi utilizada uma metodologia quantitativa, com a aplicação de um inquérito por questionário, através do qual se obteve 402 respostas junto dos consumidores da marca IKEA. As principais conclusões indicam que os valores da IKEA Portugal impactam significativamente as decisões de compra dos consumidores millennials, especialmente as relacionadas com a relação qualidade-preço, sustentabilidade, responsabilidade social e apoio às comunidades.

ABSTRACT One of the components with the greatest effect on the development of a venture is that which refers to the characteristics of the entrepreneur. The objective of the research work was to survey the age group of agricultural entrepreneurs in Paraguay. First, a documentary bibliographic review was carried out, taking official data regarding the age composition of the country. In the field stage, a quantitative approach has been taken, with an exploratory scope, applying the data collection instrument to a total of 51 owners of agricultural enterprises. Its design is non-experimental quantitative. Of the farms studied, 96% are within the dimensions established to be considered in the range of Peasant Family Agriculture. All ventures have less than 10 people involved. 96% run a family-type business. The academic training with the highest percentage among these is primary and secondary. 35% of those surveyed belong to Generation It is the older generations that prevail on the country's agricultural farms. Generation X is the one with the highest participation in the sample, occupying just over a third. This could be expected to be the preeminent generation in terms of the direction of agricultural enterprises in the future decade.

RESUMEN Uno de los componentes con mayor efecto en el desarrollo de un emprendimiento es el que respecta a las características del emprendedor. El trabajo de investigación tuvo como objetivo sondear el grupo etario de los emprendedores agropecuarios en el Paraguay. Primeramente, se realizó una revisión bibliográfica documental tomando datos oficiales con respecto a la composición etaria del país. En la etapa de campo, se ha tenido un enfoque cuantitativo, con un alcance exploratorio, aplicando el instrumento de levantamiento de datos a un total de 51 propietarios de emprendimientos agropecuarios. El diseño del mismo es no experimental cuantitativa. De las fincas estudiadas el 96% se encuentra dentro de las dimensiones establecidas para ser consideradas en el rango de la Agricultura Familiar Campesina. Todos los emprendimientos cuentan con menos de 10 personas involucradas. En un 96% dirigen un emprendimiento de tipo familiar. La formación académica con mayor porcentaje entre estos es la primaria y secundaria. El 35% de los encuestados pertenece a la Generación X, 26% Millennial, 27% Baby Boomers y 12% a la Generación Z. Si bien la generación Millennial es la Generación predominante a nivel laboral en la actualidad, los resultados prueban que son aun las Generaciones de más edad las que prevalecen en las fincas agropecuarias del país. La Generación X es la de mayor participación en el caso de la muestra ocupando poco más de la tercera parte. Se podría esperar que esta sea la generación preeminente en cuanto a la dirección de los emprendimientos agropecuarias en la futura década.

Higher Education needs to be reimagined considering the exciting developments within virtual reality and artificial intelligence. As a new generation, Generation Alpha, better known as Gen Alpha,1 is preparing for higher education, and educators are challenged to create opportunities to meet their needs. In this study, we explore an existing paradigm, scenario planning, but within an unfamiliar context - the future of higher education. We pose the question: What are the possible future scenarios within higher education that will appeal to the Gen Alpha student and a millennial parent in a post-pandemic world? As a result, we present a scenario matrix with four learning and teaching models forecast to be successful in 2030 in higher education institutions. These four learning and teaching models are based on two axes: Social connect vs social disconnect in learning and teaching and a single career option or multiple career options as the end goal for the student. Respondents of this longitudinal study are millennial parents of Gen Alpha students. Results indicate that the three main themes that will influence the learning and teaching models of the future are learning spaces and places, glass learning, and techceptance. In line with the three themes, the three major findings were that (1) millennial parents are open to hybrid learning approaches, (2) learning on screens is important, but it should be regulated and based on set standards, and lastly (3) millennial parents are accepting technology (techceptance) as a supportive tool and learning place in higher education. Overall, there was a positive shift in perspectives on higher education regardless of the impact of the pandemic. The outcomes of the research will assist higher educational institutions to strategically align the learning and teaching offerings with the needs and resources of the future student, namely Gen Alpha.

BACKGROUND. There is evidence that any learning experience should happen in a safe learning environment as students interact, experiment and construct new knowledge. It is therefore important to investigate a learning environment from student perspectives on what elements will make them feel safe. OBJECTIVE. This study aimed to identify the elements contributing to a safe learning environment for millennial optometry students. METHODS. An intrinsic qualitative case study was undertaken with undergraduate optometry students from the University of the Free State, South Africa (N=68). An open-ended questionnaire was completed after applying nine different teaching-learning methods based on Kolb's experiential learning cycle. To supplement the data, two focus group interviews (N=17) were also conducted. RESULTS. The response rate to the questionnaire was 99.42%, and 15 students participated in the focus group interviews. Students feel safe in an environment where they are familiar with each other, the educators and the surroundings. Peer learning also creates a safe and familiar environment. These elements create an environment where they feel safe to ask questions. Students value an environment where they can learn without influencing their marks or disadvantaging patients. They enjoy learning from their peers but also need personal contact with educators. Elements such as consistency and an achievable objective have also been identified. CONCLUSION. The study findings suggest that to respond to the real learning environment needs of students, insights must be gained into their experiences and perceptions, thereby identifying their needs and suitable learning environment to optimise learning pedagogies.

Resumen El bienestar financiero de los trabajadores millennials en la era financiera digital es, sin embargo, ansioso e inseguro. Este estudio cuantitativo tiene como objetivo analizar el efecto de la alfabetización financiera digital en el bienestar financiero de los trabajadores milenarios a través del comportamiento financiero digital como mediador. El bienestar se ve subjetivamente como ansioso o seguro en sus condiciones financieras. Este estudio recogió datos mediante la distribución de cuestionarios a cuatrocientos veinticinco trabajadores milenarios nacidos entre 1981 y 2005 que trabajaban activamente en el Gran Yakarta como muestra de investigación. Utilizando PLS-SEM y el software libre R Studio, los datos recogidos se analizaron utilizando estadísticas descriptivas para determinar la demografía de los encuestados. Los hallazgos del estudio muestran que los trabajadores millennials en el Gran Yakarta pueden mejorar su bienestar financiero mediante el desarrollo de una buena educación financiera digital y la práctica de un comportamiento efectivo de gestión financiera digital en el uso de productos financieros digitales. Estos trabajadores creen que esto aliviará sus preocupaciones financieras o proporcionará seguridad para el futuro. Siguiendo los hallazgos de este estudio, los trabajadores millennials deben dominar la gestión de varios productos de servicios financieros digitales desde el principio para tomar decisiones financieras de forma segura sin preocuparse por el bienestar financiero en su comportamiento.

Abstract Millennial workers' financial well-being in the digital financial era is nonetheless anxious and insecure. This quantitative study aims to analyze the effect of digital financial literacy on millennial workers' financial well-being through digital financial behavior as a mediator. Well-being is seen subjectively as anxious or secure in their financial conditions. This study collected data by distributing questionnaires to four hundred twenty-five millennial workers born between 1981 and 2005 actively working in Greater Jakarta as a research sample. Utilizing PLS-SEM and the free software R Studio, the collected data was analyzed using descriptive statistics to determine the demographics of the respondents. The study's findings show that millennial workers in Greater Jakarta can improve their financial well-being by developing good digital financial literacy and practicing effective digital financial management behavior in using digital financial products. These workers believe this will alleviate their financial worries or provide security for the future. Following this study's findings, millennial workers must master the management of various digital financial service products early on to make financial decisions safely without worrying about financial well-being in their behavior.

Abstract Social networks management has undergone a remarkable evolution, becoming a fundamental element in the way people connect and make decisions online. In the current era, social networks have become essential meeting spaces, where both brands and individuals interact, collaborate and share experiences. It is for this reason that the main objective of this research is to determine the relationship between the management of social networks and the new millennial digital consumer in the district of Huancavelica, year 2020. In addition, it seeks to know if there is a relationship between the dimensions internet, media social, users and content, and the variable new millennial digital consumer. The study is of a basic type with a correlational level, with a non-experimental design that used probabilistic and stratified sampling. The population was made up of 15,998 millennials (people born between 1980 and 2000) from the Huancavelica district for the year 2020, the sample was 376 millennials and the data collection was carried out through a survey validated by three experts in the field and Its reliability was measured using Cronbach's alpha coefficient, giving 0.831. The results obtained revealed a Rho Spearman correlation coefficient of 0.554, with a p-value of 0.00, indicating a considerable positive relationship between social networks management and the new millennial digital consumer. Demonstrating that, by carrying out more effective management of social networks, the evolution of the millennial digital consumer is promoted.

Resumen La gestión de redes sociales ha experimentado una notable evolución, convirtiéndose en un elemento fundamental en la manera en que las personas se conectan y toman decisiones en línea. En la era actual, las redes sociales se han transformado en espacios esenciales de encuentro, donde tanto marcas como individuos interactúan, colaboran y comparten experiencias. Es por esta razón que esta investigación tiene como objetivo principal determinar la relación entre la gestión de las redes sociales y el nuevo consumidor digital millennial en el distrito de Huancavelica, año 2020. Además, se busca conocer si hay relación entre las dimensiones Internet, medios sociales, usuarios y contenidos, y la variable "nuevo consumidor digital millennial". El estudio es de tipo básica, con nivel correlacional, con un diseño no experimental que empleó un muestreo probabilístico y estratificado. La población estuvo conformada por 15998 millennials (personas nacidas entre 1980 y 2000) del distrito de Huancavelica para el año 2020. La muestra fue de 376 millennials, y la recopilación de datos se realizó a través de una encuesta validada por tres expertos en el campo, y se midió la confiabilidad de esta mediante el coeficiente de alfa de Cronbach, dando un 0,831. Los resultados obtenidos revelaron un coeficiente de correlación Rho Spearman de 0.554 con un valor p=0.00> 0,005, lo que indica una relación positiva considerable entre la gestión de redes sociales y el nuevo consumidor digital millennial. Demostrando que, al realizar una gestión más efectiva de las redes sociales, se impulsa la evolución y el manejo de redes sociales por parte del consumidor digital millennial.

ORIENTATION: South African higher education institutions (HEIs) face significant challenges in attracting and retaining younger-generation academics. This results in a critical shortage of a talented pool of scholars required for succession and the sustainability of HEIs over the longer term. RESEARCH PURPOSE: This study aimed to explore the factors affecting the retention of millennial academics in South Africa. MOTIVATION FOR THE STUDY: The retention of millennial academics is essential to the success of HEIs. Research on the factors affecting the retention of this cohort of academics is scarce despite their growing importance in sustainable HEI practice. RESEARCH APPROACH/DESIGN AND METHOD: The study adopted a cross-sectional qualitative research approach using semi-structured interviews to collect the data. The sample included 14 millennial academics representing various public HEIs in South Africa. Thematic analyses were applied to analyse the data. MAIN FINDINGS: The findings showed that five factors should be considered to retain millennial academics: career and growth opportunities, work environment, rewards, leadership and work-life balance. PRACTICAL/MANAGERIAL IMPLICATIONS: The study concluded that an integrated talent retention strategy should be developed that, at a minimum include opportunities for career development, employee growth, healthy employee-employer relationships, employee support and market-related compensation to retain millennial academics. CONTRIBUTION/VALUE-ADD: This research contributes to the limited knowledge of the factors affecting the retention of millennial academics.

Abstract The social networks have become virtual spaces that facilitate interaction between individuals and allow the sharing of personal and professional information. Upon identifying this characteristic, companies to take advantage of it to attract customers, leaving traditional communication actions to develop digital strategies that would allow them to position their products and services, so that they could build closer ties with users in this context, the present research aims to analyze whether recommendations on social networks influence the purchase intention of generations Y (millennials) and Z (centennials). Two types of recommendations were considered: online reviews and those made by opinion leaders; it was also determined whether the electronic word of mouth (eWOM) effect influences purchase intention. A quantitative methodology with an explanatory scope was used to review a sample of 388 participants, who are between 25-39 years old (generation Y) and 15-24 years old (generation Z). The results showed that the purchase intention of millennials is influenced by eWOM, online reviews and opinion leaders; similarly the purchase intention of centennials is influenced by eWOM and opinion leaders, however, in the case of this group, online reviews have no impact.

Resumen Las redes sociales se han convertido en espacios virtuales que facilitan la interacción entre individuos y permiten compartir información de índole personal y profesional. Al identificar esta característica, las empresas se apresuraron a aprovecharla para captar clientes, dejando las acciones de comunicación tradicional para desarrollar estrategias digitales que les permitieran posicionar sus productos y servicios, de manera que llegaran a construir vínculos más cercanos con los usuarios. En este contexto, la presente investigación tiene como objetivo analizar si las recomendaciones en las redes sociales influyen sobre la intención de compra de las generaciones Y (millennials) y Z (centennials). Se consideraron dos tipos de recomendaciones: las reseñas en línea y las realizadas por los líderes de opinión; asimismo, se determinó si el efecto del electronic word of mouth (eWOM) influye en la intención de compra. Se empleó una metodología con un enfoque cuantitativo con un alcance explicativo, se revisó una muestra de 388 participantes, los cuales se encuentran entre 25-39 años (generación Y) y 15-24 años (generación Z). Los resultados mostraron que la intención de compra de los millennials se ve influenciada por el eWOM, las reseñas en línea y por los líderes de opinión; de manera similar la intención de compra de los centennials se ve influenciada por el eWOM y los líderes de opinión, sin embargo, en el caso de este grupo, las reseñas en línea no tienen impacto.

The da'wah [invitation to Islamic teachings] movement of Ahl al-Sunnah wa al-Jama'ah al-Nahdhiyah, abbreviated as ASWAJA al-Nahdhiyah, formerly centred around elderly, rural, and traditional populations, has now expanded its influence to encompass the millennial demographic. The evolving landscape of time and technological advancements present novel challenges in effectively communicating the da'wah message to a generation deeply immersed in the digital era. Millennials exhibit distinct communication preferences and characteristics compared to previous generations, necessitating tailored approaches to disseminate da'wah content that resonates with their context and needs. This research aimed to achieve two primary objectives: firstly, to identify emerging forms of new traditions within the ideological reinforcement of ASWAJA al-Nahdhiyah among millennials, and secondly, to analyse the underlying factors contributing to these novel traditions within the millennial context. Employing a qualitative approach, this study utilised nethnography as its methodological framework, seeking to understand cultural experiences encompassing traces, practices, networks, and social media systems. By combining various research approaches for data collection, analysis, and interpretation, the study shed light on the reinforcement efforts that give rise to diverse new traditions. The findings highlighted that the reinforcement endeavours, including the appropriation of media platforms and the emphasis on education, cadre development, and intensive mentorship within millennial domains, significantly contribute to the acceptance and affiliation towards ASWAJA al-Nahdhiyah. Moreover, these efforts serve as a counterforce against the proliferation of radical ideologies, safeguarding the traditional religious views amid the rapid globalisation of religious understanding and transnational da'wah movements in Indonesia. CONTRIBUTION: This article advanced our understanding of the evolving dynamics within the ASWAJA al-Nahdhiyah movement, particularly its adaptation to contemporary communication channels and its strategic engagement with young audiences amid the changing religious landscape in Indonesia

ORIENTATION: Millennials have become the largest age cohort in the modern world of work. Understanding the phenomenological experiences of millennials may be the key to facilitating more ethical organisational cultures RESEARCH PURPOSE: The aim of this article is to explore the lived, working experiences of millennials' organisational ethics contexts factors as predisposed by ethical leadership in an organisation in the energy sector MOTIVATION FOR THE STUDY: An extensive body of research exists concerning the statistical relationship between ethical leadership, ethical culture, and workplace ethics climates. However, less explored is qualitative studies regarding millennials' work experiences of organisational ethics context factors. RESEARCH DESIGN, APPROACH AND METHOD: A qualitative research design was selected. Purposive and convenience sampling were utilised. The sample included eight millennials, and face-to-face interviews were used for data collection. Data were analysed by means of content analysis. MAIN FINDINGS: The findings suggest an ambivalent and paradoxical split in how millennials experience the ethical context factors in the participating organisation PRACTICAL AND MANAGERIAL IMPLICATIONS: The study has implications for the type of leadership styles that should be considered when engaging with millennials. Top human resource management could use the results to create a working environment that actively fosters psychological attachment, satisfaction, and boosts employee commitment. CONTRIBUTION OR VALUE ADDED: Expanding and enhancing the comprehension of how ethical leadership contributes to the theory of ethical leadership in the work context.

PURPOSE: This study was conceptualised to investigate the relationships of invasiveness, privacy concerns, perceived usefulness and the adoption of mobile marketing technology by millennial banking customers in an emerging market economy DESIGN/METHODOLOGY/APPROACH: This was a quantitative study that targeted millennial banking service customers from an emerging market environment. The non-probability sampling approach was used, and the data were collected via a survey questionnaire. For data analysis, SPSS and SmartPLS Structural equation modeling were used FINDINGS/RESULTS: The results confirmed a direct relationship between privacy, invasiveness and usefulness perception. It also confirmed a direct relationship between perceived usefulness and the intention to accept mobile-marketed banking services. In addition, the results also showed that in addition to the direct impact of perceived usefulness on intention to adopt mobile marketing usage for banking services, it acts as a mediator variable PRACTICAL IMPLICATIONS: Academics can pursue a qualitative study to unpack the reasons for sensitivity around banking technology in emerging markets. The study should lead to better understanding of both the investigated market and others like it. Organisations will gain valuable insight for informed investment in such markets ORIGINALITY/VALUE: The article is the first empirical investigation into the adoption of mobile-marketed banking services by millennials in a developing economy context. The study adds a valuable component to academic debates by using two independent theories to gain a holistic view of the performance of advanced technology in banking business. The study adds to the literature by also proving the mediation role of perceived technology usefulness in banking

Résumé Dans Trop grand pour échouer : les Millennials en marge, les auteurs abordent la question de la répartition des compétences au sein de la génération Millennial, en se concentrant sur la taille et les caractéristiques démographiques des millennials aux États-Unis d'Amérique qui ont un faible niveau de compétences de littératie et de numératie, ainsi qu’aux impacts de ces faibles compétences sur les relations sociales et les résultats économiques. Elles le font, en partie, en examinant la question des « jeunes déconnectés », un terme généralement appliqué aux personnes âgées de 16 à 24 ans qui ne sont pas employées ou ne participent pas en éducation ou en formation formelle. Depuis la Grande Récession de 2008, les recherches dans ce domaine s’intéressent de plus en plus à ces « jeunes déconnectés », qui, selon certaines estimations, représentent environ 6 millions de jeunes adultes aux États-Unis. Ces recherches se sont concentrées sur leur niveau d'éducation et leur participation au marché du travail. Bien qu’utile, cette approche est limitée de deux manières. Premièrement, elle se concentre uniquement sur les jeunes adultes, à une époque où la transition vers l’âge adulte est plus longue. Deuxièmement, elle repose sur le principe selon lequel l’emploi et/ou plus éducation sont des facteurs garantis d’entrée dans la classe moyenne et d’amélioration des résultats de vie. Les auteurs se demandent si cette hypothèse est appropriée dans les circonstances actuelles et suggèrent que considérer les jeunes adultes uniquement en termes de liens avec le marché du travail ou l'éducation formelle pourrait sous-estimer l'ampleur des défis auxquels nous sommes confrontés et fausser notre compréhension des politiques nécessaires pour changer la direction actuelle.

Resumen En Demasiado grande para fallar: La Generación Millennial en los márgenes, las autoras abordan la cuestión de cómo se distribuyen las competencias de la populación Millennial, centrándose en el tamaño y las características demográficas de los millennials en los Estados Unidos de América que tienen bajas competencias de comprensión lectora y matemática, así como en el impacto en las relaciones sociales y los resultados económicos de estas bajas competencias. Lo hacen, en parte, examinando la cuestión de los “jóvenes desconectados”, un término que normalmente se aplica a personas de entre 16 y 24 años que no están empleadas ni participan en educación o capacitación formal. Desde la Gran Recesión de 2008, la investigación en este campo se ha centrado cada vez más en estos “jóvenes desconectados”, que, según algunas estimaciones, representan aproximadamente 6 millones de adultos jóvenes en Estados Unidos. El foco de estas investigaciones ha estado en su nivel educativo y participación en el mercado laboral. Aunque útil, este enfoque tiene dos limitaciones. En primer lugar, se centra únicamente en los adultos más jóvenes, en un momento en que la transición a la edad adulta es más larga. En segundo lugar, se basa en la premisa de que el empleo y/o más educación superior son factores garantizados para el ingreso a la clase media y mejores resultados en la vida. Las autoras cuestionan si esta suposición es apropiada en las circunstancias actuales y sugieren que mirar a los adultos jóvenes sólo en términos de conexiones con el mercado laboral o la educación formal puede subestimar la escala de los desafíos que enfrentamos y distorsionar nuestra comprensión de las políticas necesarias para cambiar la dirección actual.

Abstract In Too Big to Fail: Millennials on the Margins, the authors return to the question of how skills are distributed across the millennial population, focusing on the size and demographic characteristics of U.S. millennials with low literacy and numeracy skills, and the resulting impact on social and economic outcomes. They do this in part by examining the issue of “disconnected youth”, a term typically applied to those ages 16-24 who are not employed or engaged in formal education or training. Since the Great Recession of 2008, researchers have become increasingly concerned with these disconnected youth who, according to some estimates, represent approximately 6 million young adults in the United States. The focus of this research has been on their educational attainment and labor market participation. While helpful, this approach is limited in two ways. First, it focuses on only our youngest adults at a time when the transition to adulthood is more prolonged. Second, it is based on the premise that employment and/or more education are assured catalysts for entry into the middle class and improving life outcomes. The authors question whether this assumption is appropriate to current circumstances; they suggest that looking at young adults only in terms of ties to the labor market or formal education may underestimate the scope of the challenges that we face and may skew our understanding of the policies needed to alter our course.

Resumo Em Grande demais para falhar: A Geração Millennial nas margens, as autoras abordam a questão de como as competências se encontram distribuídas no seio da Geração Millennial, concentrando-se na dimensão e características demográficas dos millennials dos Estados Unidos da América que apresentam baixas competências de literacia e numeracia, bem como no impacto nas relações sociais e resultados económicos dessas baixas competências. Fazem-no, em parte, examinando a questão dos “jovens desconectados”, um termo normalmente aplicado às pessoas com idades compreendidas entre os 16 e os 24 anos que não estão empregadas nem envolvidas em educação ou formação formal. Desde a Grande Recessão de 2008, a investigação neste âmbito tem-se preocupado cada vez mais com estes “jovens desconectados”, que, de acordo com algumas estimativas, representam aproximadamente 6 milhões de jovens adultos nos EUA. O foco destas pesquisas tem incidido sobre o seu nível educacional e a participação no mercado de trabalho. Embora útil, esta abordagem é limitada, em dois sentidos. Em primeiro lugar, centra-se apenas nos adultos mais jovens, numa época em que a transição para a idade adulta é mais prolongada. Em segundo lugar, baseia-se na premissa de que o emprego e/ou mais educação são impulsionadores garantidos de entrada na classe média e de melhoria dos resultados de vida. As autoras questionam se esta suposição é apropriada às circunstâncias atuais e sugerem que olhar para os jovens adultos apenas em termos de ligações ao mercado de trabalho ou à educação formal pode subestimar a dimensão dos desafios que enfrentamos e distorcer a nossa compreensão das políticas necessárias para alterar o rumo atual.

Resumen El objetivo de la investigación fue analizar cómo la intención y la actitud de compra influyen en la identidad étnica del Consumidor Millennial en México y Colombia. El método de investigación fue un estudio cuantitativo, correlacional y transversal; para el análisis de datos se utilizó un análisis de ecuaciones estructurales-PLS. La muestra fue de 709 estudiantes de posgrado de cinco universidades de México y Colombia. Los resultados muestran que la intención de compra de textiles étnicos influye en la identidad étnica de los consumidores Millennials, y que la intención de compra participa como mediadora entre la actitud de compra y la identidad étnica. La originalidad consiste en informar sobre el comportamiento de compra de productos artesanales de los Millennials en México y Colombia. El principal hallazgo es que los millennials en México y Colombia manifiestan actitudes positivas hacia los textiles étnicos y la intención de comprarlos. La principal limitación es la inclusión de millennials en lugares donde se elaboran textiles étnicos.

Abstract The research objective was to analyze how purchase intention and attitude influence the Consumer Millennial ethnic identity in Mexico and Colombia. The research method was a quantitative, correlational, and cross-sectional study; an analysis of structural equations-PLS was used for data analysis. The sample was 709 graduate students at five universities in Mexico and Colombia. The results show that the purchase intention of ethnic textiles influences the ethnic identity of Millennial consumers, and that the purchase intention participates as a mediator between the buying attitude and the ethnic identity. The originality consists in reporting on the purchasing behavior of artisanal products of Millennials in Mexico and Colombia. The main finding is that millennials in Mexico and Colombia show positive attitudes towards ethnic textiles and the intention to buy them. The main limitation is the inclusion of millennials in places where ethnic textiles are made.

ABSTRACT The purpose was to diagnose the equipment and the use of ICTs in the teaching and learning process in teachers and students of the Information Sciences and Social Communication Career of the Catholic University of Cuenca (Ecuador). The research approach used was qualitative-quantitative, descriptive and cross-sectional. The sample population consisted of 10 teachers (between 40 and 53 years old) and 103 students from the first to the tenth cycle (between 17 and 36 years old). The instruments for obtaining data was the closed questionnaire established on the Likert scale and as a complement it was the observation guide, both structured in three components: 1) Structure and use of technology. 2) Perceptions on the use of technological tools and 3) Technological equipment, their obtaining of information was generated based on a bibliographic tracking and analysis in academic search engines, magazines, conferences and seminars; as well as in scientific databases, which allowed to provide an analysis of the essential elements for the study of research, where it is determined that students have a greater use of communication technologies in relation to that of their teachers, since that students, being in a millennial system, have better knowledge and skills, since in their generation of the eighties they have an act of technological knowledge, social and ethical values.

RESUMEN El objetivo fue diagnosticar el equipamiento y el uso de las TIC’s en el proceso de enseñanza y aprendizaje en los docentes y estudiantes de la Carrera de Periodismo de la Universidad Católica de Cuenta (Ecuador). El enfoque de la investigación empleado fue de corte mixto (cualitativo-cuantitativo), de tipo descriptivo y diseño transversal. La población estuvo conformada por 10 docentes (entre 40 a 53 años) y 103 estudiantes del primero al décimo ciclo (entre 17 a 36 años). Los instrumentos para la obtención de datos fue el cuestionario de tipo cerrado y establecido en escala de Likert y como complemento fue la guía de observación, ambos estructurados en tres componentes: 1) Estructura y uso de la tecnología. 2) Percepciones sobre el uso de las herramientas tecnológicas y 3) Equipamiento tecnológico, su obtención de información se generó en base a un rastreo y análisis bibliográfico en buscadores académicos, revistas, congresos y seminarios; así como también en bases de datos científicas, que permitió proporcionar un análisis en los elementos indispensables para el estudio de la investigación, donde se determina que los estudiantes tienen en un mayor uso de las tecnologías de la comunicación en relación al de sus docentes, puesto que los estudiantes al estar en un sistema 'millennials' tienen un mejor conocimiento y destrezas, ya que en su generación de los ochenta estos cuentan con un acto grado de conocimiento tecnológico valores sociales y éticos.

Resumen El marketing digital ha jugado un papel muy importante en todas las organizaciones y en las Instituciones de Educación Superior no es la excepción. El objetivo de esta investigación fue realizar un estudio comparativo del uso del marketing digital en cuanto a las redes sociales que han incorporado las universidades de México y Latinoamérica. Se llevó a cabo un estudio sobre las publicaciones en redes sociales que utilizan las universidades de renombre internacional de acuerdo al ranking QS World University Rankings. Para pertenecer a esta lista mundial de prestigio y calidad, se analizan algunos aspectos de las instituciones educativas de nivel superior. Se utilizó la técnica de levantamiento de información y la sistematización de aplicación, la cual tuvo como objeto analizar e informar la práctica inmediata en el uso del marketing digital y las redes sociales en las instituciones educativas. Los principales hallazgos encontrados en esta comparación de las universidades fueron que cada universidad crea sus propios canales de comunicación, pero considerando su público objetivo, como son las generaciones millennial y centennial, que presentan en su uso cotidiano las redes sociales como Facebook, Instagram, Twitter y YouTube.

Abstract Digital marketing has played a very important role in all organizations and Higher Education Institutions is no exception. The objective of this research was to carry out a comparative study of the use of digital marketing, in terms of social networks that have been incorporated by Higher Education Institutions in Mexico and in Latin America. The analysis of the publications in social networks of internationally renowned universities was carried out according to the QS World University Rankings, which to belong to this world list of prestige and quality analyzes some aspects of higher level educational institutions, The systematization of experiences was produced as a data collection technique, whose objective was to interpret and analyze the immediate practice in the use of digital marketing: social networks in educational institutions. The main findings found in this comparison of the universities were that each university creates its own communication channels, but considering its public objective such as the millennial and centennial generations that present social networks such as Facebook, Instagram, Twitter and YouTube in their daily use.

Resumo O marketing digital tem desempenhado um papel muito importante em todas as organizações e as Instituições de Ensino Superior não são exceção. O objetivo desta pesquisa foi realizar um estudo comparativo do uso do marketing digital em termos de redes sociais que foram incorporadas por universidades no México e na América Latina. Foi realizado um estudo sobre as publicações em redes sociais utilizadas por universidades de renome internacional de acordo com o QS World University Rankings. Para pertencer a esta lista mundial de prestígio e qualidade, analisam-se alguns aspectos das instituições de ensino superior. Foi utilizada a técnica de coleta de informações e a sistematização do aplicativo, que teve como objetivo analisar e informar a prática imediata no uso do marketing digital e redes sociais em instituições de ensino. As principais conclusões encontradas nesta comparação das universidades foram que cada universidade cria seus próprios canais de comunicação, mas considerando seu público-alvo, como as gerações milenar e centenária, que apresentam redes sociais como Facebook, Instagram, Twitter em seu uso diário. e YouTube.