EL EFECTO DE LAS PROMOCIONES FRECUENTES Y LA LEALTAD DEL CONSUMIDOR HACIA LAS MARCAS EN EL COMERCIO MINORISTA DIGITAL DE LA GENERACIÓN MILLENNIAL DE MONTERREY.

E-commerce and digital platforms have transformed the way consumers interact with
brands. Likewise, promotions have become a key strategy to capture attention and encourage purchasing behavior. In this context, millennial consumers, who are considered digitally active, represent an important group for analyzing how promotions influence their consumption decisions and their relationship with brands.
This study examines how digital promotions influence the loyalty of millennials in
Monterrey, considering both behavioral and emotional dimensions. An exploratory and descriptive qualitative study was conducted with a sample of millennial consumers who, according to Kotler & Armstrong (2013) cited by Madrigal (2017), were born between 1977 and 2000. In-depth interviews were analyzed using grounded theory, applying open, axial, and selective coding with the support of ATLAS.ti software. Additionally, a focus group was carried out to complement the findings.
The results reveal two distinct effects: on the one hand, discounts drive immediate purchases and encourage repurchase; however, their constant use may diminish perceived quality. On the other hand, when promotions align with consumer values, they strengthen emotional ties and foster long-term commitment.
This study provides evidence on the relationship between digital promotions and loyalty in Mexican e-commerce, offering recommendations for designing effective promotional strategies.