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Journal Articles
Maria Santos-Corrada, Jose A. Flecha-Ortiz, Evelyn Lopez-Gonzalez, Virgin Dones-Gonzalez, Melissa Cortina-Mercado
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC 1–25.
Published: 24 February 2026
.... Design/methodology/approach The consumer behavior of Generation Z TikTok users was analyzed using partial least squares structural equations. A total of 403 active Generation Z users residing in Puerto Rico were included in this study. Findings This study makes significant theoretical contributions...
