Over a three-year ethnographic study, I conducted in-depth research in La Paz, Baja California Sur, to uncover how social media impacts emotional experiences and influences behaviors among adult college students. This research aimed to understand how platforms like Facebook and WhatsApp shape communication patterns, emotional responses, and ultimately, the decisions and actions of consumers in a real-world context.

Using robust qualitative research methods, including direct observation, in-depth interviews, and case studies, I identified key insights into how social media facilitates emotional violence and manipulation, affecting educational outcomes and personal well-being. By focusing on a community where digital interactions play a significant role in daily life, this study captured the nuanced ways that social media influences perceptions, motivations, and actions.

For businesses aiming to connect authentically with their target audience, this research demonstrates the value of deeply understanding emotional drivers and cultural dynamics. It reveals how social media behaviors can impact consumer engagement, brand perception, and decision-making processes. This approach can be adapted to help companies uncover unique insights into their own target markets, enabling them to craft more resonant and effective marketing strategies that genuinely connect with their audience's needs and emotions.

This research showcases my ability to provide actionable insights into complex social behaviors, offering a foundation for developing strategies that can drive meaningful engagement and market success.