Estrategias de Marketing y Decisión de Compra: el Rol Moderador de las Preferencias Comunicativas en la Generación Z
| Pages | 22-28 |
| Date | 01 January 2026 |
| Published date | 01 January 2026 |
| Author | Jorge Andrés Izaguirre Olmedo,Ernesto Wladimir Rangel Luzuriaga,Ámbar Emily Cisneros Malats,Arelis Lorena Cruz Vargas |
| Subject Matter | Social Sciences |
TELOS: Revista de Estudios Interdisciplinarios en Ciencias Sociales
ISSN 1317-0570 / ISSN (e) 2343-5763
Vol.
28
(1)
. Enero-Abril
2026
22
Universidad Privada Dr. Rafael Belloso Chacín, Venezuela
ESTRATEGIAS DE MARKETING Y DECISIÓN DE COMPRA: EL ROL MODERADOR DE
LAS PREFERENCIAS COMUNICATIVAS EN LA GENERACIÓN Z
Jorge Andrés Izaguirre Olmedo
https://orcid.org/0000-0001-5178-8641
Ernesto Wladimir Rangel Luzuriaga
https://orcid.org/0000-0002-3003-3431
Ámbar Emily Cisneros Malats
https://orcid.org/0009-0009-0261-9900
Arelis Lorena Cruz Vargas
https://orcid.org/0009-0000-6631-0202
RECIBIDO: 23/09/2025 / ACEPTADO: 11/11/2025 / PUBLICADO: 15/01/2026
RESUMEN
El presente estudio analiza los factores que influyen en el emprendimiento de las mujeres dueñas de negocios, considerando variables
En un entorno digital cada vez más dinámico, la Generación Z destaca por su activa presencia en redes sociales y su preferencia por
formatos interactivos y personalizados. Sin embargo, en el contexto ecuatoriano, investigaciones acerca de este segmento son
escasas, por lo que conocer sus formas de comun icación y cómo influyen en sus decisiones de compra es clave para que las m arcas
logren conectar y fidelizar a este grupo. Este estudio tiene por objeto determinar el papel mediador de las preferencias de comunicación
de la Generación Z en el impacto de las estrategias de marketing digital sobre las decisiones de compra en Ecuador. A partir de una
metodología con enfoque cuantitativo y diseño no experimental, se aplicó un modelo de ecuaciones estructurales (SEM) sobre una
muestra de 104 jóvenes residentes en Guayaquil, evaluando las relaciones entre estrategias de marketing en redes sociales
preferencias comunicativas y comportamiento de consumo. Los resultados revelaron que las estrategias de marketing en redes sociales
tienen una relación positiva significativa sobre las preferencias comunicativas (β = 0,713, p < .001). La relación directa entre estrategias
de marketing y decisión de compra no fue significativa (β = -0.039, p = .773), lo cual sugiere que estas estrategias, por sí solas, no
influyen directamente en la decisión de compra de los jóvenes encuestados. Sin embargo, al incorporar las preferencias comunicativas
como variable mediadora, se identificó una leve mejora en esta relación (β = -0.185, p = .063). Estos hallazgos ponen de manifiesto la
necesidad de adaptar los mensajes publicitarios a los formatos y estilos comunicativos propios de esta generación, para así potenciar
el engagement y la efectividad de las campañas en entornos digitales.
Palabras clave: Decisión de compra, Generación Z, Marketing digital, Preferencias comunicativas, Redes sociales.
Marketing Strategies and Purchase Decision: The Moderating Role of Communicative Preferences in Generation Z
ABSTRACT
In an increasingly dynamic digital environment, Generation Z stands out for its active presence on social med ia and its preference for
interactive and personalized formats. However, in the Ecuadorian context, research on this demographic segment remains scarce,
making it essential to understand their communication styles and how these influence their purchase decisions in order for brands to
effectively connect with and retain this group. This study aims to determine the mediating role of Generation Z's commun ication
preferences in the impact of digital marketing strategies on purchase decisions in Ecuador. Employing a quantitative approach with a
non-experimental design, a structural equation modeling (SEM) framework was applied to a sample of 104 young residents in Guayaquil,
assessing the relationships between social media marketing strategies, communicative preferences, and consumption behavior. The
results revealed that social media marketing strategies have a significant positive relationship with communicative preferences (β =
0.713, p < .001). The direct relationship between marketing strategies and purchase decisions was not significant (β = -0.039, p = .773),
suggesting that these strategies, in isolation, do not directly influence the purchase decisions of the surveyed youth. However, up on
incorporating communicative preferences as a mediating variable, a slight improvement in this relationship was identified (β = -0.185, p
= .063). These findings underscore the necessity of adapting advertising messages to the formats and communicative styles inherent
to this generation, thereby enhancing engagement and the effectiveness of campaigns in digital environ ments.
Keywords: Purchase decision, Generation Z, Digital marketing, Communication preferences, Social media.
Autor de correspondencia. Universidad Internacional del Ecuador, Guayaquil, Ecuador. Universi dad San Ignacio de Loyola, Perú. joizaguirreol@uide.edu.ec
Universidad Internacional del Ecuador, Guayaquil, Ecuador. errangellu@uide.edu.ec
Universidad Internacional del Ecuador, Guayaquil, Ecuador. amcisnerosma@uide. edu.ec
Universidad Internacional del Ecuador, Guayaquil, Ecuador. arcruzva@uide.edu.ec
Cómo citar: Izaguirre Olmedo, J., Rangel Luzuriaga, E., Cisneros Mal ats, A., Cruz Vargas, A. (2026). Estrategias de Marketing y Decisión de Compra:
el Rol Moderador de las Preferencias Comunicativas en la Generación Z. Telos: Revista de Estu dios Interdisciplinarios en Ciencias Sociales, 28(1), 22-
28. www.doi.org/10.36390/telos281.02
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