Abstract: This study aims to determine the variables that millennials consider most important when making a job choice. Information is collected through an online survey of a representative sample of 325 millennials from the Coquimbo region (Chile), born between 1981 and 1995. A Job Preference Index (ILP) is established to arrive at a model with the most important variables that a millennial considers when choosing an organization to work for. The results show that variables such as teamwork, economic projection, and diversity and inclusion have an important and significant impact on job choice, with coefficients of 0.132, 0.135, and 0.107 respectively. It is concluded that millennials share similar preferences about their likes and other relevant variables for their job choices, regardless of their gender, marital status, and hobbies.

Resumen: Este estudio tiene por objetivo determinar las variables que los millennials consideran más importantes a la hora de tomar una elección laboral. Para ello, se realiza un levantamiento de información mediante una encuesta en línea a una muestra representativa de 325 millennials pertenecientes a la región de Coquimbo (Chile), nacidos entre 1981 y 1995. De esta forma, se establece un Índice de Preferencia Laboral (ILP) para llegar a un modelo con las variables más importantes que un millennial considera a la hora de elegir una organización para trabajar. Se evidencia que variables como trabajo en equipo, proyección económica y diversidad e inclusión presentan una incidencia importante y significativa en esta elección, con coeficientes de 0.132, 0.135 y 0.107 respectivamente. Se concluye que los millennials presentan preferencias muy similares en cuanto a sus gustos y variables relevantes a la hora de trabajar, independiente de su sexo, estado civil y hobbies.

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 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.

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 Objetivo: Al ser los recorridos de carreras cada vez más idiosincráticos, la gestión de carrera individual constituye un aspecto clave del desarrollo profesional. Además, los millennials supondrán el 75 % de la fuerza laboral mundial. En consecuencia, este trabajo examina la percepción del proceso de planificación de carrera por parte de los millennials profesionales. Metodología: Por medio de un enfoque cualitativo exploratorio, 26 profesionales millennials de Europa y América Latina participaron en este estudio. Resultados principales: Aunque la mayoría planifica su carrera en algún grado, distintos grupos fueron identificados: aquellos que planifican a detalle, los que planifican solo grandes objetivos, los que planifican de manera gradual y los que no planifican. Aun en contextos inciertos, y debido a esta incertidumbre, la planificación de carrera sigue vigente. Conclusiones: Estos resultados contribuyen a ampliar la literatura sobre gestión de carrera individual. Al mismo tiempo, pueden ayudar a que los empleadores ofrezcan un acompañamiento de carrera más ajustado al tipo de planificador y a su origen cultural; estas iniciativas son especialmente relevantes en contextos de carrera pospandémicos.

Abstract Objective: As career paths become increasingly idiosyncratic, individual career management is a key aspect of career development. Moreover, millennials will account for 75 % of the global workforce. Accordingly, this paper aims to examine how the career planning process is perceived by professional millennials. Methodology: Adopting an exploratory qualitative approach, 26 millennial professionals from Europe and Latin America participated in this study. Key findings: Although most of the participants plan their careers to some degree, distinct groups were identified concerning career planning: Those who plan in detail, those who plan only major career goals, those who plan incrementally, and those who do not plan. Even in uncertain contexts, and due to this uncertainty, career planning is still present. Conclusions: These results contribute to expanding the literature on individual career management. In turn, they may help employers to offer tailored career support initiatives in line with the type of planner and their cultural background, these initiatives are especially relevant in post-pandemic career contexts.

Resumo Objetivo: À medida que os planos de carreira se tornam cada vez mais idiossincráticos, a gestão individual da carreira constitui um aspecto fundamental do desenvolvimento profissional. Além disso, a geração millennial representaria 75% da força de trabalho global. Consequentemente, este trabalho examina a percepção do processo de planejamento de carreira pelos profissionais millennials. Metodologia: Adotando uma abordagem qualitativa exploratória, participaram deste estudo 26 profissionais millennials da Europa e da América Latina. Principais resultados: Embora a maioria planeje em algum grau a carreira, diferentes grupos foram identificados: os que planejam detalhadamente, os que planejam apenas grandes objetivos, os que planejam gradativamente e os que não planejam. Mesmo em contextos incertos, e devido a esta incerteza, o planejamento de carreira continua sendo válido. Conclusões: Esses resultados contribuem para ampliar a literatura sobre gestão individual de carreira. Ao mesmo tempo, podem ajudar os empregadores a oferecer um apoio profissional mais adaptado ao tipo de planejador e à sua origem cultural, sendo estas iniciativas especialmente relevantes em contextos profissionais pós-pandemia.

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.

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 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.

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.

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.

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.

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

PURPOSE: The purpose of the study is to determine the influence of brand image on brand relationships (brand satisfaction, brand trust and brand attachment), and the impact of these relationships on the current and future consumption of millennial consumers' no and low alcohol (NoLo) beer brands. It also explored the moderating role of traditional word of mouth (WOM) and electronic word of mouth (eWOM) on the relationship between current and future consumption. DESIGN/METHODOLOGY/APPROACH: The study sample included 439 millennials from Gauteng, South Africa, who actively purchase and consume NoLo beer. Structural equation modelling (SEM) was used to test the proposed hypotheses. A descriptive research design and non-probability sampling method were utilised, with reliability validated prior to SEM. Structural equation modelling examined both direct and indirect effects. FINDINGS/RESULTS: Findings show NoLo beer aligns with millennials' values and strengthens their identities, making them feel unique and accepted. Most hypotheses were accepted, except H4. Millennials may view NoLo beer as a functional product, trusting it without emotional attachment. Their attachment may not lead to current consumption but instead, it leads to future consumption as they await stronger brand identities or better products. PRACTICAL IMPLICATIONS: The study offers NoLo beer sellers valuable guidelines to better understand and anticipate the consumption behaviour of South African millennials ORIGINALITY/VALUE: This study provides insights into the structural properties linking the brand image with the current and future consumption of NoLo beer among millennials. Understanding this growing market segment is crucial for successful sales.

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.

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

Resumen El objetivo de la presente investigación es determinar los factores del comercio social que contribuyen en la decisión de compra del consumidor millennial residente del estado de Baja California, México. Se trata de un estudio transversal, descriptivo y correlacional. Se realizó una revisión de literatura conceptualizando el comercio social (s-commerce). Para el tamaño de la muestra se utilizó una confianza de 97% y un error de 4.2% que corresponde a la representatividad de la población de estudio. Se aplicaron 667 cuestionarios a consumidores millennials, y se realizó un análisis factorial exploratorio. Como resultado se obtuvieron cuatro componentes que contribuyen con la decisión de compra: (1) Atención y seguimiento a las necesidades del cliente durante y posterior a la compra, (2) Proceso de compra segura y eficiente, (3) Estrategias de publicidad y (4) Programas de fidelización. Se concluye que los millennials consideran a las redes sociales una necesidad y tienen una actitud positiva hacia las compras a través del s-commerce y la publicidad, se sienten motivados por los comentarios en las redes sociales, además, toman en cuenta la opinión de otros usuarios antes de realizar la compra.

Abstract The objective of this research is to determine the factors of social commerce that contribute to the purchase decision of millennial consumers from the state of Baja California, Mexico. This is a cross-sectional, descriptive, and correlational. A literature review conceptualizing social commerce (s-commerce) was conducted. For the sample size a 97% confidence and 4.2% error was used, which corresponds to the representativeness of the study population. A total of 667 questionnaires were applied to millennial consumers, and an exploratory factor analysis was performed. Results show four components that contribute to the purchase decision: (1) Attention and monitoring of the needs of the customer during and after the purchase, (2) Safe and efficient purchasing process, (3) Advertising strategies, and (4) Loyalty programs. It is concluded that millennials consider social networks a necessity and have a positive attitude towards purchases through s-commerce and advertising, they feel motivated by comments on social networks, and they consider the opinions of others. users before making the purchase.

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.

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.