Social media como herramienta de comunicación para los integrantes de la generación z: caso covid-19

The year 2020 will undoubtedly be a difficult year to forget, diverse aspects of the lives of all the world’s
inhabitants changed, many sectors were affected and the commerce sector was not the exception, the social isolation imposed by the authorities caused a drop in sales of many companies in the world, this problem made that the owners of small and medium-sized companies saw in digital marketing an opportunity to keep in touch with their target market, for this reason this research aimed to analyze the increase in online shopping of young Z; a systematic search analysis of  the existing literature was performed, followed by quantitative- descriptive, longitudinal and quasiexperimental methodology , applying a total of 650 questionnaires in different years ;a study of the year 2019 considered a wave normal was compared with another in 2020 affected by the pandemia ; the results of both years were compared, in which very important were found .In the final part of this article we included recommendations for organizations that have not yet integrated digital marketing as an open field to create an omni-channel that helps to improve relations with its target market.