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
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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