Marketing de Contenidos y Decisión de Compra de los Consumidores Generación Z en Ecuador

With the massive use of digital media and social networks, the management of content by organizations emerges, that is, content marketing. The objective of the study is to determine if there is an incidence of content marketing in the purchasing behavior of the consumer of generation Z in Ecuador, for this a bibliographic study of the variables of interest was carried out, and a correlational study applied to n = 411 people. The statistical analysis shows the existence of a mean positive correlation (rho = 0.565), so it is recommended to apply complementary strategies that help influence purchasing behavior, especially in times of pandemic where there are other factors that may have greater influence on the purchasing behavior of the consumer or customer of generation Z.