<?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>2683-2690</journal-id>
<journal-title><![CDATA[The Anáhuac journal]]></journal-title>
<abbrev-journal-title><![CDATA[The Anáhuac j.]]></abbrev-journal-title>
<issn>2683-2690</issn>
<publisher>
<publisher-name><![CDATA[Universidad Anáhuac del Sur S.C., Facultad de Economía y Negocios]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-26902017000200093</article-id>
<article-id pub-id-type="doi">10.36105/theanahuacjour.2017v17n2.04</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Estudio sobre el fenómeno de las selfies en las redes sociales y sus implicaciones para el marketing]]></article-title>
<article-title xml:lang="en"><![CDATA[Study on the phenomenon of selfies in social networks and their implications for marketing]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Barajas-Portas]]></surname>
<given-names><![CDATA[Karla]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mercado-González]]></surname>
<given-names><![CDATA[Julieta]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Salinas-Mercado]]></surname>
<given-names><![CDATA[Esteban]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Reyes-Mercado]]></surname>
<given-names><![CDATA[Pável]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Anáhuac México Facultad de Economía y Negocios ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Anáhuac  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2017</year>
</pub-date>
<volume>17</volume>
<numero>2</numero>
<fpage>93</fpage>
<lpage>116</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-26902017000200093&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-26902017000200093&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-26902017000200093&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La presente investigación analiza las descripciones de las representaciones que las &#8220;selfies&#8221; tienen para los consumidores jóvenes. Aportamos explicaciones de fondo de las selfies, la forma en que las perciben los consumidores y lo que representan en su vida. Los individuos generan y comparten este tipo de imágenes diariamente, por lo que es necesario entender su rol en la vida de los consumidores. La presente investigación se basa en el análisis de metáforas, debido a que estas encuadran las formas en que los individuos perciben y actúan en el mundo. Sobre los datos obtenidos de 32 consumidores jóvenes, y utilizando la técnica proyectiva de inducción de metáforas de Zaltman (ZMET), se capturan los sentimientos y emociones profundas de los entrevistados con respecto a las selfies. Los resultados ponen de relieve la importancia de las metáforas de 1) conexión, 2) emociones, 3) momentos especiales y 4) tecnología. Los principales hallazgos sustentan la importancia que este fenómeno tiene sobre las implicaciones de la gestión del marketing.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The present research analyzes the descriptions of representations that &#8220;selfies&#8221; have for young consumers. We provide in-depth explanations of selfies, how consumers perceive them and what they represent in their lives. Individuals generate and share these types of images on a daily basis, so it is necessary to understand their role in the lives of consumers. The present research is based on the analysis of metaphors, because they frame the ways in which individuals perceive and act in the world. On the data obtained from 32 young consumers and using Zaltman&#8217;s projective metaphor induction technique (ZMET), the feelings and deep emotions of the interviewees with respect to selfies are captured. The results highlight the importance of the metaphors regarding: 1) connection, 2) emotions, 3) special moments, and 4) technology. The main findings support the importance of this phenomenon on the implications of marketing management.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[selfie]]></kwd>
<kwd lng="es"><![CDATA[marca]]></kwd>
<kwd lng="es"><![CDATA[social media]]></kwd>
<kwd lng="es"><![CDATA[mercadotecnia]]></kwd>
<kwd lng="es"><![CDATA[emociones]]></kwd>
<kwd lng="es"><![CDATA[branding personal]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
<kwd lng="en"><![CDATA[selfie]]></kwd>
<kwd lng="en"><![CDATA[brand]]></kwd>
<kwd lng="en"><![CDATA[social media]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[emotions]]></kwd>
<kwd lng="en"><![CDATA[personal branding]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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