<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0186-1042</journal-id>
<journal-title><![CDATA[Contaduría y administración]]></journal-title>
<abbrev-journal-title><![CDATA[Contad. Adm]]></abbrev-journal-title>
<issn>0186-1042</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Facultad de Contaduría y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0186-10422024000200090</article-id>
<article-id pub-id-type="doi">10.22201/fca.24488410e.2024.5166</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La participación en redes sociales de las empresas del mercado de la moda desde la perspectiva de la generación Z]]></article-title>
<article-title xml:lang="en"><![CDATA[Fashion market companies&#8217; social media engagement from a generation Z perspective]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Lima Vargas]]></surname>
<given-names><![CDATA[Suemi]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Lima Vargas]]></surname>
<given-names><![CDATA[Álvaro Enrique]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Tecmilenio  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma del Estado de Quintana Roo  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<volume>69</volume>
<numero>2</numero>
<fpage>90</fpage>
<lpage>105</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0186-10422024000200090&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0186-10422024000200090&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0186-10422024000200090&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen En la actualidad las redes sociales se han convertido en un medio utilizado por empresas y marcas para la promoción de sus productos, y en el caso de las marcas de moda esto no es la excepción. Los jóvenes de la generación Z son consumidores activos que utilizan las redes sociales para crear contenido mediante la interacción entre ellos. Por lo anterior, esta investigación tiene como objetivo determinar la percepción de la generación Z sobre la presencia de las empresas del mercado de la moda en las redes sociales, analizando elementos como la experiencia del usuario, la publicidad web y el eWOM mediante la aplicación de encuestas. Esta investigación tiene un objetivo correlacional-causal, se considera cuantitativa y transversal por la forma de recolección de datos. Este estudio proporciona, evidencia empírica de la influencia de los constructos; entretenimiento, interacción, experiencia e eWOM como factores generadores de participación en redes sociales por parte de las empresas en el mercado de la moda desde la perspectiva de la generación Z. Permitiendo comprender que aspectos son determinantes para la participación en redes sociales por esta generación, lo que posibilita elaborar estrategias más adecuadas enfocadas a este segmento de mercado.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Nowadays, social networks have become a means used by companies and brands to promote their products, and in the case of fashion brands this is no exception. Gen Z youth are active consumers who use social media to create content by interacting with each other. Therefore, this research aims to determine the perception of generation Z on the presence of companies in the fashion market in social networks, analyzing elements such as user experience, web advertising and eWOM through the application of surveys. This research has a correlational-causal objective, it is considered quantitative and cross-sectional due to the form of data collection. This study provides empirical evidence of the influence of constructs; entertainment, interaction, experience and eWOM as factors generating participation in social networks by companies in the fashion market from the perspective of generation Z. Allowing to understand what aspects are decisive for participation in social networks by this generation, which makes it possible to develop more appropriate strategies focused on this market segment.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[C40]]></kwd>
<kwd lng="es"><![CDATA[M20]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="es"><![CDATA[generación z]]></kwd>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="es"><![CDATA[mercado de la moda]]></kwd>
<kwd lng="en"><![CDATA[C40]]></kwd>
<kwd lng="en"><![CDATA[M20]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
<kwd lng="en"><![CDATA[social media]]></kwd>
<kwd lng="en"><![CDATA[generation z]]></kwd>
<kwd lng="en"><![CDATA[social media]]></kwd>
<kwd lng="en"><![CDATA[fashion market]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Antoniadis]]></surname>
<given-names><![CDATA[I.]]></given-names>
</name>
<name>
<surname><![CDATA[Xantakhou]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Assinakopolus]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<source><![CDATA[Consumers' Perceptions and Usage of Social Media in Fashion Marketing]]></source>
<year>2019</year>
<page-range>1-17</page-range></nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Barrio Carrasco]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<source><![CDATA[La influencia de los medios sociales digitales en el consumo. La función prescriptiva de los medios sociales en la decisión de compra de bebidas refrescantes en España]]></source>
<year>2017</year>
<publisher-name><![CDATA[Universidad Complutense de Madrid]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Choudhury]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[World Wide Web and Its Journey from Web 1.0 to Web 4.0]]></article-title>
<source><![CDATA[International Journal of Computer Science and Information Technologies]]></source>
<year>2014</year>
<volume>5</volume>
<numero>6</numero>
<issue>6</issue>
<page-range>8096-100</page-range></nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Drucker]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
</person-group>
<source><![CDATA[The Age of Discontinuity]]></source>
<year>1969</year>
<publisher-loc><![CDATA[New York ]]></publisher-loc>
<publisher-name><![CDATA[Harper &amp; Row]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[González]]></surname>
<given-names><![CDATA[M. A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Las redes sociales como canal de comunicación de las marcas de moda españolas. El caso de Zara, Mango y El Corte Inglés]]></article-title>
<source><![CDATA[Revista científica en el ámbito de la Comunicación Aplicada]]></source>
<year>2015</year>
<volume>5</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>77-105</page-range></nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Howe]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
<name>
<surname><![CDATA[Strauss]]></surname>
<given-names><![CDATA[W.]]></given-names>
</name>
</person-group>
<source><![CDATA[Millennials rising: The next great generation]]></source>
<year>2000</year>
<publisher-loc><![CDATA[New York ]]></publisher-loc>
<publisher-name><![CDATA[Vintage Books]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hsiao]]></surname>
<given-names><![CDATA[S. H.]]></given-names>
</name>
<name>
<surname><![CDATA[Wang]]></surname>
<given-names><![CDATA[Y. Y.]]></given-names>
</name>
<name>
<surname><![CDATA[Wang]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Kao]]></surname>
<given-names><![CDATA[T. W.]]></given-names>
</name>
</person-group>
<source><![CDATA[How social media shapes the fashion industry: the spillover effects between private labels and national brands]]></source>
<year>2019</year>
<publisher-name><![CDATA[Industrial Marketing Management]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Jazmín]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
</person-group>
<source><![CDATA[que depara a la industria de la moda este 2019]]></source>
<year>2019</year>
</nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[López]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Moda y mercado]]></article-title>
<source><![CDATA[Datatextil]]></source>
<year>2014</year>
<volume>31</volume>
<page-range>1-7</page-range></nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[McCrindle]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Wolfinger]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
</person-group>
<source><![CDATA[The ABC of XYZ: Understanding the Global Generations]]></source>
<year>2009</year>
<edition>1st</edition>
<publisher-loc><![CDATA[Australia ]]></publisher-loc>
<publisher-name><![CDATA[University of New South Wales Pres]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Posner]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing fashion: Strategy, branding and promotion]]></source>
<year>2015</year>
<publisher-loc><![CDATA[London ]]></publisher-loc>
<publisher-name><![CDATA[Laurence King Publishing]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Rath]]></surname>
<given-names><![CDATA[P. M.]]></given-names>
</name>
<name>
<surname><![CDATA[Bay]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Gill]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Petrizzi]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<source><![CDATA[The why of the buy: Consumer behavior and fashion marketing]]></source>
<year>2014</year>
<publisher-loc><![CDATA[Londres ]]></publisher-loc>
<publisher-name><![CDATA[Bloomsbury Publishing]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ros]]></surname>
<given-names><![CDATA[D. V.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Branding en la era Web 2.0]]></article-title>
<source><![CDATA[Nuevos escenarios de la comunicación y la opinión pública]]></source>
<year>2008</year>
<page-range>17-24</page-range><publisher-name><![CDATA[Editorial Edipo]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vargo]]></surname>
<given-names><![CDATA[S. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Lusch]]></surname>
<given-names><![CDATA[R. F.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Evolving to a New Dominant Logic for Marketing]]></article-title>
<source><![CDATA[Journal of Marketing]]></source>
<year>2004</year>
<volume>68</volume>
<page-range>1-17</page-range></nlm-citation>
</ref>
</ref-list>
</back>
</article>
