La comunicación desde la perspectiva de los millennials: usos, arquetipos y emociones en el consumo de medios

Through quantitative-qualitative, transversal and analytical research conducted on 392 people of this generation, it was possible to determine that the consumption of means according to socioeconomic levels is influenced by the place and time of consumption, with social networks being used more frequently especially Facebook and YouTube. [...]it is determined that certain media are personified in different ways and generate different emotions according to the socioeconomic level of the study group. "Conceptualizing, Measuring and Managing Customer Based Brand Equity", Journal of Marketing, Vol. 57, pp. 1-22. "Brand Personality and Consumer Self-Expression: Single or Dual Carriageway?", Brand Management, 8(6), 428-444.