The Millenials and Social Media. Study of the behavior, ideology, personality and lifestyle of the Economic Science Students of the UNLP, torugh the Clúster analysis

Authors

  • Fernando Rogelio Simonato Facultad de Ciencias Económicas. Universidad Nacional de La Plata. Argentina.
  • Mario A. Mori Facultad de Ciencias Económicas. Universidad Nacional de la Plata. Argentina.

Keywords:

Millenials, Clusters, Students of Business Administration, Personality, Social Media, Life Style Values.

Abstract

This paper discusses the research made to the generation "Y”, which attends the different careers of the Economics Faculty at the UNLP.

The behavior and interaction of this generation of students in the Social Networks is analyzed. Socioeconomic characteristics are described, in addition to economic, social, political and cultural student’s ideology.

The Model of consumption personality of Gen Y is presented through a confirmatory factor analysis of several variables subject to study. It is determined by the Cluster analysis, the segments that describes bests the modern view of consumption that this generation has, in order to finally describe them through their life styles and personal values.

 

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Author Biography

Fernando Rogelio Simonato, Facultad de Ciencias Económicas. Universidad Nacional de La Plata. Argentina.

Escuela de Postgrado de Marketing Internacional. FCE de la Universidad Nacional de la Plata

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Published

2015-06-29

How to Cite

Simonato, F. R., & Mori, M. A. (2015). The Millenials and Social Media. Study of the behavior, ideology, personality and lifestyle of the Economic Science Students of the UNLP, torugh the Clúster analysis. Ciencias Administrativas, (5). Retrieved from https://revistas.unlp.edu.ar/CADM/article/view/1129

Issue

No. 5 (2015): January - June

Section

Scientific Articles

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