The millennials constitute an important group of consumers. Therefore, to know how they behave has become an important issue. This paper aims to explain who the millennials are, to explain who belongs to this generational group and why they have become an attractive group for different social and economic sectors, by showing the most outstanding attitudes, tastes and buying behaviors. This is a qualitative and transactional research based on the review of various scientific articles retrieved from specialized journals which have helped to establish a characterization of the most prominent elements that describe the millennials, based on some points of coincidence described by different authors. The findings suggest that millennials are a highly attractive market as they have grown up in an environment where technology provides a platform for personalization and immediate gratification in all aspects of life. Consequently, the buying process for them is a time of enjoyment, where loyalty to the brands they purchase is relative. Also, millennials tend to spend their income quickly and more often through the web, and particularly through social networks like Facebook. Also, the results show that the millennials are more attracted by virtual advertising as coupons or discounts. The results contribute to the literature by providing a description of millennial consumers; showing in detailed the importance of this market segment and their buying behaviors.

This descriptive study shows the evolution in the behavior of the millennium consumer, the influence of the culture, the society and the globalization in the making decisions. The millennium generation is well recognized as the generation whose consumptions are more oriented to ecological products. Also, their concern about the ecological impact of the supplies they use in their daily life, showing how the green marketing represents a marketing strategy that influences their purchase decision in Mexican consumers.

Social media marketing (SMM) is a reality in contemporary society. This research presents a review of the literature on the phenomenon of SMM to establish the challenges and opportunities social media faces. Subsequently, the digital inclusion in Mexico is discussed roughly focusing on the situation of SMM in the organization in Morelia. The purpose of this paper is to contextualize the use of social media and establish the challenges and opportunities of inclusion in communication strategies and marketing in the organization in Morelia. It is confirmed that the contemporary society has established the conditions to implement properly social media marketing in Morelia.

La reputación digital de una empresa es un constructo social basado en la percepción cognitiva de los grupos de interés relacionados con la empresa en entornos virtuales, y que actualmente representa uno de los factores de éxito más importantes. A partir de una investigación documental, se presentan diferentes perspectivas en relación a la reputación y la reputación digital. Se destaca que los dispositivos móviles, Internet y las redes sociales se han convertido en importantes elementos en la configuración de la reputación digital de una organización. Finalmente, se enfatiza el valor de la reputación digital como un activo intangible capaz de representar una ventaja competitiva para la organización contemporánea.