Marketing de Contenidos y la Decisión de Compra del Consumidor de la Generación y

Content marketing (MKT-CONT) emerges as a business strategy to capture the attention of current target markets, who make constant use of digital media and social networks to consume content of their interest and share content that is useful for their community, being the Y generation a target group of interest for companies since its large number of members are in economically productive age. The objective of the study was to determine the level of relationship between content marketing and the purchasing decision process of the Ecuadorian consumer of generation Y (PDCCY). For this purpose, a correlational statistical analysis was carried out on a sample of 417 Ecuadorians belonging to generation Y, the target group of analysis for this research. The main result was the presence of a linear relationship between the variables rho=0.465 and rho2 = 0.2162. It is concluded that the marketing managers of the companies should focus their strategies on the dimensions: content format and advertising message to be transmitted, since these were the dimensions of the MKT-CONT with the highest intensity in their relationship with the PDCCY, in general the intensity of the correlation between the study variables was weak positive, therefore, it is recommended the use of other marketing strategies that complement and have a strong impact on the PDCCY.