<?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>2007-3607</journal-id>
<journal-title><![CDATA[PAAKAT: revista de tecnología y sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[PAAKAT: rev. tecnol. soc.]]></abbrev-journal-title>
<issn>2007-3607</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Sistema de Universidad Virtual]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-36072024000100002</article-id>
<article-id pub-id-type="doi">10.32870/pk.a14n26.842</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La influencia de las recomendaciones en las redes sociales sobre la intención de compra: un estudio comparativo entre la generación millennial y centennial]]></article-title>
<article-title xml:lang="en"><![CDATA[The influence of social networks recommendations on the purchase intention: A comparative study between the millennial and centennial generation]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Arratia Mendoza]]></surname>
<given-names><![CDATA[Mónica Lizzeth]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sánchez Tovar]]></surname>
<given-names><![CDATA[Yesenia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mendoza Flores]]></surname>
<given-names><![CDATA[José Esteban]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de Tamaulipas  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma de Tamaulipas  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Autónoma de Tamaulipas  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2024</year>
</pub-date>
<volume>14</volume>
<numero>26</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-36072024000100002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-36072024000100002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-36072024000100002&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Medios de comunicación social]]></kwd>
<kwd lng="es"><![CDATA[reseñas en línea]]></kwd>
<kwd lng="es"><![CDATA[líderes de opinión]]></kwd>
<kwd lng="es"><![CDATA[eWOM]]></kwd>
<kwd lng="en"><![CDATA[Social media]]></kwd>
<kwd lng="en"><![CDATA[online reviews]]></kwd>
<kwd lng="en"><![CDATA[leaders of opinion]]></kwd>
<kwd lng="en"><![CDATA[eWOM]]></kwd>
</kwd-group>
</article-meta>
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