Las repercusiones del Covid-19 en la comunicación y el comportamiento del consumidor: Un estudio longitudinal de la generación Z
DOI:
https://doi.org/10.33975/riuq.vol35n1.1135Palabras clave:
Comunicación, jóvenes Z, generación global, Covid-19Resumen
En la actualidad la comunicación representa un papel importante para las organizaciones. A tal magnitud, que fue parte crucial para las empresas cuando apareció el Sars-Cov-2 (Covid-19), y la restricción del contacto físico debido al aislamiento social impuesto por la OMS a nivel mundial. Por tal motivo, el propósito principal del presente estudio fue analizar cuáles fueron los cambios en la comunicación antes, a inicios y durante la pandemia, especialmente en los jóvenes Z. Metodología fue de tipo empírica-analítica de corte descriptivo, basado en el método cuantitativo mediante la aplicación de un cuestionario estructurado con diferentes preguntas, en tres etapas en diferentes tiempos antes del Covid-19 (2019), durante (2020) y etapa post Covid-19 (2021). Principales hallazgos, el total de participantes fueron 1,079 jóvenes todos pertenecientes a la cohorte generacional Z, los cuales afirmaron tener al menos 2 dispositivos con acceso a internet, navegan alrededor de 3 a 4 horas al día. Sin duda, tienen una gran preferencia por la comunicación digital (redes sociales) siendo Whats App la red social con mayor agrado y consideran la comunicación mediante redes sociales importantes para su vida cotidiana. Limitaciones, los resultados obtenidos del estudio no pueden considerarse determinantes del comportamiento de los jóvenes Z, debido que, el estudio sólo contempla a los jóvenes Z de Culiacán, sin embargo, pudieran existir algunas coincidencias con otros estados, naciones y continentes.
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Derechos de autor 2023 Revista de Investigaciones Universidad del Quindío
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.
