<?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>1659-4932</journal-id>
<journal-title><![CDATA[Revista Nacional de Administración]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. Nac. Adm.]]></abbrev-journal-title>
<issn>1659-4932</issn>
<publisher>
<publisher-name><![CDATA[Universidad Estatal a Distancia]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1659-49322022000200004</article-id>
<article-id pub-id-type="doi">10.22458/rna.v13i2.4217</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Mensajería instantánea móvil (MIM) y el comportamiento del consumidor Post-Millennial: oportunidades para el marketing de empresas detallistas]]></article-title>
<article-title xml:lang="en"><![CDATA[Mobile instant messaging and postmillennial consumer behavior: opportunities for retail marketing]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Canossa-Montes de Oca]]></surname>
<given-names><![CDATA[Héctor]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Técnica Nacional  ]]></institution>
<addr-line><![CDATA[Alajuela ]]></addr-line>
<country>Costa Rica</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<volume>13</volume>
<numero>2</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_arttext&amp;pid=S1659-49322022000200004&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_abstract&amp;pid=S1659-49322022000200004&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_pdf&amp;pid=S1659-49322022000200004&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Este artículo tiene como objetivo examinar la influencia del uso de la mensajería instantánea móvil (MIM) en el comportamiento del consumidor posmilenial en las empresas detallistas. Se realiza un diseño de investigación cuantitativa no experimental con alcance correlacional-causal y para el análisis empírico se utilizan modelos de ecuaciones estructurales (PLS-SEM). Como resultado principal en el estudio se identificó que las comunicaciones de marketing mediante la MIM influyen en la satisfacción y que estas, junto con la influencia de otros consumidores y la satisfacción, afectan la lealtad del consumidor posmilenial; por lo tanto, con nuevas evidencias del uso de la MIM en marketing, las empresas detallistas pueden orientar sus acciones estratégicas. JEL: L81, M31.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT This paper aims to examine the influence of the use of mobile instant messaging (MIM) on Post-Millennial consumer behavior in retail companies. A non-experimental quantitative research design with correlational-causal scope was conducted, for the empirical analysis used the structural equation models (PLS -SEM). As main results of the study, it was identified that marketing communications through the MIM influence satisfaction, and that these communications, the influence of other consumers and satisfaction affect the loyalty of the Post-Millennial consumer, with new evidences of the use of mobile instant messaging in marketing, retail companies can guide their strategic actions. JEL: L81, M31.]]></p></abstract>
<abstract abstract-type="short" xml:lang="fr"><p><![CDATA[RÉSUMÉ Cet article vise à examiner l'influence de l'utilisation de la messagerie instantanée mobile (MIM) sur le comportement des consommateurs post-millénaires dans les entreprises de vente au détail. Une méthode de recherche quantitative non expérimentale est mise en &#339;uvre avec une portée corrélationnelle causale et des modèles d'équation structurelle (PLS-SEM) sont utilisés pour l'analyse empirique. Le principal résultat de l'étude a été le fait d&#8217;identifier que les communications marketing par MIM ont une influence sur la satisfaction, et que ces communications, l'influence des autres consommateurs et la satisfaction affectent la fidélité des consommateurs post-millénaires; avec de nouvelles preuves de l'utilisation de la messagerie instantanée mobile dans le marketing, les détaillants peuvent cibler leurs actions stratégiques. JEL : L81, M31.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO Este artigo tem como objetivo examinar a influência do uso de mensagens instantâneas móveis (MIM) no comportamento do consumidor Pós-Millennial em empresas de varejo. É realizado um desenho de investigação quantitativa não experimental com escopo correlacional-causal e para a análise empírica são utilizados modelos de equações estruturais (PLS-SEM). Como principal resultado do estudo, identificou-se que as comunicações de marketing por meio do MIM influenciam a satisfação, e que essas comunicações, a influência de outros consumidores e a satisfação afetam a lealdade do consumidor Pós-Millennial, com novas evidências do uso de mensagens instantâneas móveis em marketing , as empresas varejistas podem orientar suas ações estratégicas. JEL: L81, M31.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[SATISFACCIÓN DEL CONSUMIDOR]]></kwd>
<kwd lng="es"><![CDATA[FIDELIDAD DEL CLIENTE]]></kwd>
<kwd lng="es"><![CDATA[MARKETING MÓVIL]]></kwd>
<kwd lng="es"><![CDATA[RETAIL MARKETING]]></kwd>
<kwd lng="en"><![CDATA[CONSUMER SATISFACTION]]></kwd>
<kwd lng="en"><![CDATA[CUSTOMER LOYALTY]]></kwd>
<kwd lng="en"><![CDATA[MOBILE MARKETING]]></kwd>
<kwd lng="en"><![CDATA[RETAIL MARKETING]]></kwd>
<kwd lng="fr"><![CDATA[SATISFACTION DU CLIENT]]></kwd>
<kwd lng="fr"><![CDATA[FIDÉLITÉ DU CLIENT]]></kwd>
<kwd lng="fr"><![CDATA[MARKETING MOBILE]]></kwd>
<kwd lng="fr"><![CDATA[MARKETING DE DÉTAIL]]></kwd>
<kwd lng="pt"><![CDATA[SATISFAÇÃO DO CONSUMIDOR]]></kwd>
<kwd lng="pt"><![CDATA[LEALDADE DO CLIENTE]]></kwd>
<kwd lng="pt"><![CDATA[MARKETING MÓVEL]]></kwd>
<kwd lng="pt"><![CDATA[MARKETING DE VAREJO]]></kwd>
</kwd-group>
</article-meta>
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<page-range>47-58</page-range></nlm-citation>
</ref>
<ref id="B57">
<nlm-citation citation-type="">
<collab>WhatsApp</collab>
<source><![CDATA[Acerca de WhatsApp]]></source>
<year>2021</year>
</nlm-citation>
</ref>
</ref-list>
</back>
</article>
