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| Format: | Artículo científico |
| Language: | en |
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Pontificia Universidad Católica del Ecuador
2024
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| Online Access: | https://www.redalyc.org/articulo.oa?id=199581409007 https://www.redalyc.org/journal/1995/199581409007/ https://www.redalyc.org/journal/1995/199581409007/html/ https://www.redalyc.org/journal/1995/199581409007/199581409007.epub https://www.redalyc.org/journal/1995/199581409007/movil https://doi.org/10.26807/rp.v28i120.2129 |
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Table of Contents:
- The consumption of clothing by millennials in the context of convergence between analog, digital and post-digital Mariângela Machado Toaldo Jane Aparecida Marques Manuella Reale Comunicación post Analog analog digital consumption This paper aims to analyze how the analog, digital and post-digital perspectives are manifested in some stages of the purchasing decision process of Brazilian millennials living in the cities of Porto Alegre and São Paulo, in relation to clothing consumption behavior. The data presented reflects the qualitative part of the research “Attitudes to buying and consuming certain goods and services among young people aged between 18 to 35 belonging to Generation Y: the influence of commercial advertising on decision-making”, carried out by Red Iberoamericana de Publicidad. This is an exploratory, qualitative investigation, supported by theoretical and empirical research, using the techniques of in-depth interviews and content analysis. The results point to a convergence of analog and digital media according to what is offered to the experience of young people, indicating signs of values corresponding to post-analog. 2024 artículo científico 1605-4806 https://www.redalyc.org/articulo.oa?id=199581409007 https://www.redalyc.org/journal/1995/199581409007/ https://www.redalyc.org/journal/1995/199581409007/html/ https://www.redalyc.org/journal/1995/199581409007/199581409007.epub https://www.redalyc.org/journal/1995/199581409007/movil https://doi.org/10.26807/rp.v28i120.2129 en http://www.redalyc.org/revista.oa?id=1995 Razón y Palabra application/pdf Pontificia Universidad Católica del Ecuador Razón y Palabra (Ecuador) Num.120 Vol.28