<?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>0123-5923</journal-id>
<journal-title><![CDATA[Estudios Gerenciales]]></journal-title>
<abbrev-journal-title><![CDATA[estud.gerenc.]]></abbrev-journal-title>
<issn>0123-5923</issn>
<publisher>
<publisher-name><![CDATA[Universidad Icesi]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0123-59232019000300259</article-id>
<article-id pub-id-type="doi">10.18046/j.estger.2019.152.3258</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Millenials: las gratificaciones generadas por el uso de snapchat y su impacto en la interacción con contenidos de marca]]></article-title>
<article-title xml:lang="en"><![CDATA[Millenials: the gratifications generated using snapchat and its impact on the interaction with brand content]]></article-title>
<article-title xml:lang="pt"><![CDATA[Millennials: as vantagens geradas pelo uso do snapchat e seu impacto na interação com o conteúdo da marca]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Santos-Corrada]]></surname>
<given-names><![CDATA[María de los M.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Flecha]]></surname>
<given-names><![CDATA[José A.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Lopez]]></surname>
<given-names><![CDATA[Evelyn]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Dones]]></surname>
<given-names><![CDATA[Virgin]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Ana G. Mendez School of Business &amp; Entrepreneurship ]]></institution>
<addr-line><![CDATA[Gurabo ]]></addr-line>
<country>Puerto Rico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Ana G. Mendez School of Business &amp; Entrepreneurship ]]></institution>
<addr-line><![CDATA[Gurabo ]]></addr-line>
<country>Puerto Rico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Ana G. Mendez School of Business &amp; Entrepreneurship ]]></institution>
<addr-line><![CDATA[Gurabo ]]></addr-line>
<country>Puerto Rico</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad Ana G. Mendez School of Business &amp; Entrepreneurship ]]></institution>
<addr-line><![CDATA[Gurabo ]]></addr-line>
<country>Puerto Rico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2019</year>
</pub-date>
<volume>35</volume>
<numero>152</numero>
<fpage>259</fpage>
<lpage>270</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0123-59232019000300259&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0123-59232019000300259&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0123-59232019000300259&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El presente artículo tiene como objetivo analizar cómo los factores dinámicos impactan el uso de Snapchat en la generación Millennials. Específicamente, se utiliza la teoría de uso y gratificaciones para analizar cómo la exposición e interacción de contenidos influye en un mayor uso de Snapchat como medio de comunicación con las empresas. En el estudio participaron 453 Millennials residentes en Puerto Rico y usuarios de Snapchat. Se emplearon ecuaciones estructurales, a partir de lo cual se destaca cómo las gratificaciones impulsan la motivación de compra, fortalecen el vínculo y la interacción con las empresas. Adicionalmente, los resultados explican cómo se puede obtener mayor efectividad y receptividad por parte de la generación Millennials a través de Snapchat. Clasificación JEL: M31, M37, M39.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This article aims to analyze how dynamic factors impact Snapchat's use on the Millennial generation. Specifically, the Uses and Gratifications Theory is used to analyze how content exposure and interaction influences the increased use of Snapchat as a means of communication with businesses. The study involved 453 Millennials residing in Puerto Rico and Snapchat users. Structural equations were used, highlighting how gratifications drive the purchase motivation, and strengthen the bond and interaction with companies. Additionally, the results explain how greater effectiveness and responsiveness can be obtained from Millennials through Snapchat.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Este artigo tem como objetivo analisar como fatores dinâmicos impactam o uso do Snapchat na geração Millennial. Especificamente a teoria do uso e da gratificação é usada para analisar de que maneira a exposição e a interação do conteúdo influencia um maior uso Snapchat como meio de comunicação com as empresas. O estudo envolveu 453 millenials residentes em Porto Rico e usuários do Snapchat. Foram utilizadas equações estruturais, da quais como os bônus aumentam a motivação da compra, fortalecem o vínculo e a interação como as empresas. Além disso, os resultados explicam de que modo pode-se obter maior eficácia e receptividade pela geração Millenial através do Snapchat.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[factores dinámicos]]></kwd>
<kwd lng="es"><![CDATA[contenidos]]></kwd>
<kwd lng="es"><![CDATA[motivación de compra]]></kwd>
<kwd lng="en"><![CDATA[dynamic factors]]></kwd>
<kwd lng="en"><![CDATA[content]]></kwd>
<kwd lng="en"><![CDATA[purchase motivation]]></kwd>
<kwd lng="pt"><![CDATA[fatores dinâmicos]]></kwd>
<kwd lng="pt"><![CDATA[conteúdo]]></kwd>
<kwd lng="pt"><![CDATA[motivação para comprar]]></kwd>
</kwd-group>
</article-meta>
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